It’s been some time since my last country-based analysis of social media. This will be Part 10, where I’ll look at the state of social media in Switzerland. As always, I’ll give you a list of all the highlights in the article, followed by a list of all the sections I’ll be going through.
Highlights
- There are 52.10 million social media users in France in 2023
- 80.5% is how many social media users are vs. France’s total population
- 88.8% is how many 18+ social media users are vs. the total 18+ population in France
- 86.9% is how media social media users are vs. the total internet users in France
- 1 hour and 55 minutes is the average time spent daily on social media in France
- 5.7 is the average number of social media platforms used by users every month
- 51% is how many male social media users are vs. the total social media users in France
- 49% is how many female social media users are vs. the total social media users in France
- In every age category, there are more women than men using social media in France
- 56.1% of all French social media users are using social media to keep in touch with friends and family, this being the main reason to get on these platforms
- 73.3% of all France’s social media users use Facebook, which is the main social media platform used in the country
- 25.1% of all France social media users voted for Facebook as their favorite social media platform
- 48.1% of French internet users prefer using classic social networks when doing brand research, out of all other types of social platforms
- 11 hours and 42 minutes is the average time spent on YouTube per user per month
- 12 hours and 54 minutes is the average time spent on Facebook per user per month
- 21 hours and 24 minutes is the average time spent on TikTok per user per month
- 5 hours and 30 minutes is the average time spent on WhatsApp per user per month
- 8 hours and 36 minutes is the average time spent on Instagram per user per month
- Only 4.5% of French internet users will use pinboards like Pinterest to do brand research
- It seems 57.5% of French social media users will use any platform to conduct brand research
- 56.9% of all French social media users follow accounts of friends, family, and people they know
- 59.6% is how much external web traffic Facebook sends to third-party websites in France via links on the platform
- 30.4 million users are Facebook’s ad audience reach in France in 2023
- 70.89% is the share of photo posts out of the total post types on Facebook in France as of 2023. It’s the highest type of post on Facebook right now
- 47% is the Facebook ad reach for the total population
- 50.7% is the Facebook ad reach for the total internet users
- 0.16 is the average number of Facebook posts per day in France
- 52.10 million users are YouTube’s ad audience reach in France in 2023
- 80.5% is YouTube’s ad reach for the total population
- 86.9% is YouTube’s ad reach for the total internet users in the country
- “Musique” was the most searched term on YouTube for all of 2022 in France
- 23.75 million users are Instagram’s total ad reach
- 36.7% is Instagram’s ad reach for the total population
- 39.6% is Instagram’s ad reach for the total internet users
- 20.95 million users are TikTok’s total ad reach
- 32.4% is TikTok’s ad reach for the UK’s total population
- 35% is TikTok’s ad reach for France’s total internet users
- 26 million users are LinkedIn’s total ad reach
- 40.2% is LinkedIn’s ad reach for the total population
- 43.4% is LinkedIn’s ad reach for the total internet users
- 25.4 million is Snapchat’s total ad reach
- 39.3% is Snapchat’s ad reach for the total population
- 42.4% is Snapchat’s ad reach for the total internet users
- 7.55 million is Twitter’s total ad reach in France
- 21.2% is Twitter’s ad reach for the total population
- 22.9% is Twitter’s ad reach for the total internet users
- 10.65 million is Pinterest’s total ad reach in France
- 16.5% is Pinterest’s ad reach for the total population
- 17.8% is Pinterest’s ad reach for the total internet users
Below, you’ll see all the sections in this article:
Sections
I. General Overview of Social Media Use
II. Demographic Profile Meta’s Ad Audience
III. Main Reasons for Using Social Media
IV. Most Used Social Media Platforms
V. Favorite Social Media Platforms
VI. Usage of Social Media for Brand Research
VII. Types of Social Media Accounts Followed
VIII. Web Traffic Referrals from Social Media
IX. Facebook Ad Audience Overview
X. Share of Facebook Posts by Post Type & Engagement
XI. YouTube Ad Audience Overview
XII. Top YouTube Searches
XIII. Instagram Ad Audience Overview
XIV. TikTok Ad Audience Overview
XV. Messenger Ad Audience Overview
XVI. LinkedIn Ad Audience Overview
XVII. Snapchat Ad Audience Overview
XVIII. Twitter Ad Audience Overview
XVIII. Pinterest Ad Audience Overview
Let’s not waste anymore time and begin. Keep reading!
Section I: General Overview of Social Media Use in Switzerland
First, a more general overview of the state of social media in Switzerland:
- Number of social media users – 7.29 million
- Social media users vs. total population – 83.1%
- Social media users aged 18+ vs. total population aged 18+ – 88.5%
- Social media users vs. total internet users – 84.5%
- Average time spent using social media every day – 1 hour and 43 minutes
- The average number of social platforms used every month – 6.1
- Female social media users vs. total social media users – 50.4%
- Male social media users vs. total social media users – 49.6%
Almost three quarters of Switzerland’s entire population is using social media (7.29 million), which is a pretty good figure. The spread between male-female social media users is also looking healthy, at 50.4% female and 49.6% male.
So far so good. From a marketing standpoint, Switzerland is ripe for the picking in terms of its social media usage among the population. They spend 1 hour and 43 minutes per day, on average, on social media.
Section II: Demographic Profile of Meta’s Ad Audience
Let’s take a look at Meta’s demographic profile in Switzerland. I’ll show you the age and gender of all the Meta users in Switzerland. This includes Facebook, Instagram, and WhatsApp.
Here’s what I found:
| Age | Male | Female |
| 13-17 | 2% | 1.6% |
| 18-24 | 9.8% | 8.3% |
| 25-34 | 13% | 12.3% |
| 35-44 | 10.2% | 10.7% |
| 45-54 | 7.6% | 8.1% |
| 55-64 | 4.9% | 5.3% |
| 65+ | 3.1% | 3.2% |
The first thing I notice is that male users are more numerous in the 13-34 age category. After that period, women are in the majority, even in the 65+ age category. The differences are never too large but they are there.
As expected, the most Meta users are in the 25-44 age category, which is exactly Meta’s target audience across its platforms.
The conclusion is that Switzerland has a healthy and average Meta audience, both in terms of gender and age. Marketers will have no issues with their social media strategies in the country.
Most importantly, they can target both the male and female audiences without compromising on either one. The userbase is very evenly split between the two genders.
Section III: Main Reasons for Using Social Media
This next section will show you the main reasons of Swiss people to use social media, based on their own accounts and claims.
| Reason for Using Social Media | % of People Who Identify with a Reason |
| Keeping in Touch with Friends and Family | 48.9% |
| Reading News Stories | 33.5% |
| Filling Spare Time | 32.6% |
| Finding Inspiration for Things to Do and Buy | 27.5% |
| Finding COntent | 25.3% |
| Finding Like-Minded Communities | 20.1% |
| Seeing What’s Being Talked About | 19.2% |
| Sharing and Discussing Opinions | 19% |
| Making New Contacts | 17.6% |
| Finding Products to Purchase | 16.9% |
| Posting About Your Life | 15.8% |
| Seeing Content from Brands | 14.9% |
| Watching or Following Sports | 14.3% |
| Work-Related Networking or Research | 14.2% |
| Following Celebrities or Influencers | 13.8% |
Around 49% of all Swiss social media users are using social media to get and keep in touch with friends and family, which is expected. We’ve seen the same thing across all countries I’ve analyzed.
Swiss users are very interested in getting the news from their social media platforms (33.5% of them do that), so I’d assume that Twitter (X) is popular in Switzerland. We’ll see that later on.
As for the other reasons for using social media, they’re all the same, just in different percentages. Look over them and maybe you’ll find something that matches your brand’s goals.
Section IV: Most Used Social Media Platforms
Let’s get to a more interesting bit – the most popular social media platforms in the country. I’ll show you the percentage of Swiss users who use every platform.
Let’s see what Swiss users like:
| Social Media Platform | % of People Who Use It |
| 83.1% | |
| 66.2% | |
| 62.7% | |
| Facebook Messenger | 45.9% |
| 33.6% | |
| TikTok | 33.3% |
| 31.2% | |
| IMessage | 28.5% |
| 26% | |
| Telegram | 25.4% |
| Snapchat | 24.2% |
| Skype | 20% |
| Discord | 11% |
| 10.8% | |
| Viber | 8.6% |
WhatsApp is the king of the hill, it seems, with 83.1% usage in the country. It has quite a bit of an advantage too, with almost 20% more usage than the next on the list, Facebook (66.2%).
Instagram comes very close at 62.7%, and then the usage drops by 23% for Facebook Messenger. The usage keeps decreasing for the other platforms. Twitter, for instance, only has 26% usage in Switzerland.
Now, the inevitable question. Why is WhatsApp so popular in Switzerland? I don’t know, not for sure. But what I can tell you is that WhatsApp is a great messaging tool to be used for friends, family, and even brands.
Did you know that brands have recently begun using WhatsApp for their customer support service? The platform has a super intuitive interface and it’s very responsive. It’s no wonder everyone’s using it.
Section V: Favorite Social Media Platforms
Previously, I’ve shown you the statistical reality of which social media platforms are more popular among Swiss users. But now I’ll show you a different side of the coin – what Swiss users prefer. Their opinions and preferences about social media.
Here’s the data:
| Social Media Platform | % of People Who Voted for a Platform |
| 35.1% | |
| 17.6% | |
| 12.8% | |
| TikTok | 5.4% |
| 3.2% | |
| 3.1% | |
| Snapchat | 2.9% |
| Telegram | 2.8% |
| 2.8% | |
| Facebook Messenger | 2% |
It’s quite incredible to see that WhatsApp is still at the top of the list with twice as many votes as the next on the list, Instagram (17.6%).
35.1% of everyone who voted said that they prefer WhatsApp over any other social media platform in the country. This aspect is important – people like WhatsApp over all other platforms, Facebook and TikTok included.
This means that many Swiss users might not be that attracted to the glam, shock-value and dopamine boosts of regular social media. Or they might be less inclined to use it for these reasons.
Instead, they prefer a more casual social experience through WhatsApp, where they can keep in contact with people, send memes, and so on.
Section VI: Usage of Social Media for Brand Research
Next, you’ll see the role of social media in brand research. More specifically, which social media platforms Swiss users are using to find out about brand and products.
| Platform | % of Users Using It for Brand Research | Year-on-Year Change |
| Any Type of Social Media Platform | 52.9% | +4.1% |
| Social Networks | 27.7% | -1.4% |
| Question & Answer Sites (e.g. Quora) | 14.1% | +5.2% |
| Forums and Message Boards | 11.1% | +20.7% |
| Messaging and Live Chat Services | 6.9% | +21.1% |
| Micro-Blogs (e.g. Twitter) | 5.3% | +8.2% |
| Vlogs | 6.7% | +26.4% |
| Online Pinboards (e.g. Pinterest) | 6.5% | -9.7% |
More than half of Swiss users will use any type of social media platform for brand research. Specifically, 27.7% of them prefer traditional platforms like Facebook, Instagram and TikTok.
Next, 14.1% of them prefer Quora and other Q&A sites for obvious reasons. They get relevant and helpful answers from other users who have tried those brands.
There are very few people (5.3%) whose platforms like Twitter for brand research, but this has been the same in every country I’ve looked at.
There’s also the matter of the year-on-year change in usage. Social networks have seen a decrease of 1.4% in usage in the last year, while forums, message boards, vlogs, and live chat services have seen an increase of over 20%.
The only other category that has decreased in usage is the online pinboards like Pinterest (-9.7%). People are staying away from them more so than ever before.
All in all, though, people have begun using social media for brand research more than in the last year (+4.1%), which is a good thing.
Section VII: Types of Social Media Accounts Followed
Knowing the types of accounts Swiss users following on social media will tell you more about their interests and what their influences are.
Your brand collaborations may benefit from this knowledge, as you’ll know exactly which social media influencers are more influential with their audiences.
Let’s see the data:
| Type of Account Followed | % of People Who Follow an Account |
| Friends, Family, and People You Know | 51.4% |
| Bands, Singers, or Musicians | 27.5% |
| Actors, Comedians or Other Performers | 23.3% |
| Sports People and teams | 20.3% |
| Influencers or Other Experts | 19.8% |
| Restaurants, Chefs or Foodies | 19.5% |
| Brands You Purchase | 19% |
| Entertainment, Memes, or Parody Accounts | 18.6% |
| Contacts Relevant to Work | 16.5% |
| TV Shows or Channels | 15.8% |
| Events You’re Attending | 15.7% |
| Magazines or Publications You Read | 15.3% |
| Brands You’re Considering Purchasing | 15% |
| Journalists or News Companies | 14% |
| Wildlife Organizations or Animals | 13.9% |
Over half of the followed social media accounts in Switzerland belong to friends, family, and acquaintances. This is the one we all expected. What’s next is more interesting.
The second-most followed type of account is that of musicians, singers, and bands. So, music is pretty important in Switzerland.
Then, actors, comedians and other performs take the third spot, with sports teams being on fourth place (above 20% follow-rate).
All the other categories have a sub-20% follow-rate from Swiss users, but they’re pretty important too, if you want to diversify your marketing efforts. Influencers, chefs and restaurants, brands, entertainment, these are all important types of accounts that Swiss users are following on social media.
Journalists and news companies are toward the bottom of the list, same as magazines and publications people read. They’re not that great.
Section VIII: Web Traffic Referrals from Social Media
Next up on the list is a statistic about the web traffic referrals sent from social media in Switzerland. We’ll see which platforms send the most referrals via web traffic, and their development over time.
Here’s the data:
| Social Media Platform | % of Web Traffic Referrals Sent | Year-on-Year Change |
| 67.92% | +3.5% | |
| 9.06% | -7.7% | |
| 8.84% | +114.6% | |
| 8.57% | -26.3% | |
| YouTube | 2.39% | -3.2% |
| 1.11% | -27% | |
| Tumblr | 1.09% | -67.8% |
| 0.62% | -30.3% | |
| VKontakte | 0.14% | -51.7% |
| Other | 0.26% | -7.1% |
As always, Facebook takes the cake in terms of web traffic referrals, with 67.92% of all the traffic being sent from the Meta platform outward. The amount of traffic Facebook has been sending has also grown by 3.5% in the last year.
Twitter is second on the list with a share of 9.06% of the traffic sent, but it has dropped by -7.7% in the last year.
The big winner on this list is Instagram, which has am 8.84% share of the traffic sent but has increased by +114.6% in the last year. This is a gigantic development for the Meta-owned platform, and it’s pretty clear it’ll keep evolving in the near future.
Reddit, Tumblr, LinkedIn and VKontakte have all suffered major decreases in the past year, with Tumblr losing 67.8% of the traffic share. LinkedIn is also not looking good with only 0.62% traffic share and a decrease of 30.3% in the past year.
I’d focus on Facebook and Instagram for the most part. They have the most potential out of all these platforms.
Section IX: Facebook Advertising Audience Overview
Moving on to more specific analyses, it’s time to look at social media platforms in more detail. We’ll start with Facebook. Here’s the overall data about its ad audience:
| Assessment Category | Value |
| Total Potential Reach of Facebook Ads | 3.05 million |
| Facebook Ad Reach Vs. Total Population | 34.8% |
| Quarter-on-Quarter Change in Reported Facebook Ad Reach | -3.2% / -100,000 users |
| Year-on-Year Change in Reported Facebook Ad Reach | -4.7% / -150,000 users |
| Facebook Ad Reach vs. Total Internet Users | 35.3% |
| Facebook Ad Reach vs. Population Aged 13+ | 40% |
| Female Facebook Ad Reach vs. Total Facebook Ad Reach | 50.8% |
| Male Facebook Ad Reach vs. Total Facebook Ad Reach | 49.2% |
Facebook’s ads only reach about 34.8% of Swiss social media users, which is really bad considering the platform’s usual popularity.
Moreover, the platform’s ad reach has decreased both quarterly and yearly, showing signs of regress. Even when you look at the population over 13, Facebook only reaches 40% of them. Not good, not bad. Almost in the middle.
One good thing is that the gender difference in ad reach is almost equal, with 50.8% female and 49.2% male users. This means that you won’t have to create male or female-specific ads to cater to a specific audience unless the product itself is gender-specific.
Section X: Share of Facebook Posts by Post Type & Engagement
Next, let’s take a look at the engagement of posts on Facebook based on the post types (photos, videos, link posts, and status posts):
| Post Type | % of Posts of a Certain Type |
| Photo Posts | 38.92% |
| Video Posts | 33.56% |
| Link Posts | 26.59% |
| Status Posts | 0.93% |
This is quite interesting and it’s the first time I’m seeing this. The engagement for photo posts, video posts, and link posts is almost equal, which has never happened before. Usually, one type of post type is vastly more engaging than the others.
It’s great to see this because it means marketing campaigns can become more flexible and aren’t as restricted. However, the niche itself is also important when choosing a specific post type to focus on.
Status posts aren’t engaging at all, either way. So, either focus on photo or video posts, with some link posts here and there, depending on what suits your niche the most.
This statistic emphasizes the idea that social media doesn’t behave the same everywhere. How a certain population interacts with social media elements differs from country to country. It looks as though Swiss users engage equally with most types of Facebook content
Section XI: YouTube Ad Audience Overview
We’re done with Facebook and are moving to YouTube. Usually, YouTube catches the attention of a large portion of the population. Let’s see if it’s true for Switzerland:
| Assessment Category | Value |
| Potential Ad Reach of Ads on YouTube | 7.29 million |
| YouTube Ad Reach vs. Total Population | 83.1% |
| YouTube Ad Reach vs. Total Internet Users | 84.5% |
| Year-on-Year Change in Reported YouTube Ad Reach | -3.3% / -250,000 users |
| YouTube’s Ad Reach for Users Aged 18+ | 6.37 million |
| YouTube’s Ad Reach 18+ for Population Aged 18+ | 88.5% |
| Female Ad Reach 18+ vs. Total Population 18+ | 50.4% |
| Male Ad Reach 18+ vs. Total Population 18+ | 49.6% |
YouTube’s ads reach 83.1% of Switzerland’s entire population, and 84.5% of all its internet users. All in all, its total ad reach is 7.29 million, which is great to see.
However, its year-on-year ad reach has also decreased by 3.3% (250,000 users) but it’s not that worrying. Rather, it should be a foreseeable change in ad reach.
Another good thing about YouTube’s ad reach is that its gender reach is almost equal (50.4% female and 49.6% male). Just like with Facebook before, it means marketing campaigns don’t need specific elements to appeal to a certain target audience in terms of gender.
If your products/services cater to both genders, then YouTube is one of the best marketing channels you could opt for. And its ad reach is very impressive.
Section XII: Top 20 YouTube Searches
Knowing what Swiss users are most interested in on YouTube will give you a better idea of which marketing channels will produce the best results. I’m referring to influencers and ad placement, of course.
Through the top 20 YouTube searches, you’ll see which keywords and niches are most popular among users. Here’s the data:
| Popularity | YouTube Search | Index |
| 1. | Music | 100 |
| 2. | Film | 94 |
| 3. | Songs | 56 |
| 4. | Zadruga | 54 |
| 5. | Baby | 49 |
| 6. | Musik | 41 |
| 7. | TikTok | 41 |
| 8. | Musique | 39 |
| 9. | Minecraft | 38 |
| 10. | Ukraine | 36 |
| 11. | ASMR | 34 |
| 12. | Doku | 33 |
| 13. | Fortnite | 32 |
| 14. | Roblox | 23 |
| 15. | YouTube | 21 |
| 16. | Karaoke | 21 |
| 17. | Speed | 20 |
| 18. | Zadruga Uzivo | 18 |
| 19. | Diana | 18 |
| 20. | Musica | 17 |
Music and films are in the top YouTube searches, with multiple entries under different keywords. TikTok, Minecraft and Ukraine are also in the top 10 of most searched keywords on YouTube.
Then, there’s more music, some Fortnite, and some ASMR, which also counts as some type of music. All in all, these YouTube searches should help you figure out the most important trends in Switzerland for YouTube.
You better be sure that many of these keywords have marketing opportunities behind them on account of the influencer/content creator ecosphere fueling them. Music and gaming, for instance. There are plenty of content creators working in these niches that you can collaborate with.
Moving on to the next social media platform!
Section XIII: Instagram Ad Audience Overview
Instagram has kept getting more and more popular with each passing year, and many influencers have made the platform even more engaging. Likewise, marketers have flocked to Instagram for their brand strategies.
Let’s see how the platform’s ad audience looks in 2023:
| Assessment Category | Value |
| Total Potential Reach of Instagram Ads | 3.5 million |
| Instagram Ad Reach vs. Total Population | 39.9% |
| Quarter-on-Quarter Change in Reported Instagram Ad Reach | -2.8% / -100,000 users |
| Year-on-Year Change in Reported Instagram Ad Reach | -5.4% / -200,000 users |
| Instagram Ad Reach vs. Total Internet Users | 40.6% |
| Instagram Ad Reach vs. Population Aged 13+ | 45.9% |
| Female Instagram Ad Reach vs. Total Reach | 49.3% |
| Male Instagram Ad reach vs. Total Reach | 50.7% |
Instagram has seen a decrease in its ad audience numbers lately, with a 5.4% decrease in the last year and 2.8% in the last quarter alone. This might not bode well for the platform but I’m guessing it’s nothing to worry about. These fluctuations are natural.
A good thing is the ad reach vs. the total population of Switzerland – 40%. And the ad reach vs. the 13+ population is 45.9%, which should convince many marketers.
The male-to-female ad reach ratio is also very healthy, at 50.7% male and 49.3% female. For the time being, it seems that Instagram will remain one of the key social media platforms for marketing in 2023.
With a total of 3.5 million ad reach in Switzerland, Instagram has a higher reach than even Facebook, across all categories. So, at least in this country, Instagram is the new Facebook.
Section XIV: TikTok Ad Audience Overview
We’ll move to everyone’s favorite social media platform – TikTok. In every country we’ve looked, TikTok had a massive ad reach development over time, and I’m curious to see if it’s the same for Switzerland.
Even though TikTok is not the most ad-friendly nor very popular among marketers, it does occupy a large portion of the social media sphere.
Here’s what I found:
| Assessment Category | Value |
| Potential Ad reach of TikTok Ads (18+) | 2.06 million |
| TikTok Ad Reach 18+ vs. Total Population | 23.4% |
| Quarter-on-Quarter Change in Reported TikTok Ad Reach | +0.8% / +17,000 users |
| Year-on-Year Change in Reported TikTok Ad Reach | +19.9% / +341,000 users |
| TikTok Ad Reach Age 18+ vs. Total Internet Users | 23.8% |
| TikTok Ad Reach Age 18+ vs. Population Age 18+ | 28.6% |
| Female TikTok Ad Reach vs. Total TikTok Ad Reach | 50.7% |
| Male TikTok Ad Reach vs. Total TikTok Ad Reach | 49.3% |
While TikTok’s total ad reach is 2.06 million, its year-to-year ad reach change is very good, with an increase of 19.9% (341,000 users). It seems that TikTok is evolving rapidly across every country on the globe.
With a healthy-looking male-to-female ad reach ratio and a decent 28.6% ad reach vs. total population 18+, TikTok is definitely one of the better social media platforms for marketing. That is, if you can stomach all the non-friendly content out there.
There are definitely opportunities for marketing on TikTok, that much is clear. Especially its year-to-year ad reach increase is looking very good.
Section XV: Messenger Ad Audience Overview
Facebook Messenger is another popular social media app, the companion messenger app to Facebook. And it supports ads.
Let’s see how its ad reach stats look in 2023:
| Assessment Category | Value |
| Potential Ad reach of Messenger Ads | 1.95 million |
| Messenger Ad Reach vs. Total Population | 22.2% |
| Quarter-on-Quarter Change in Reported Messenger Ad Reach | -4.9% / -100,000 users |
| Year-on-Year Change in Reported Messenger Ad Reach | -2.5% / -50,000 users |
| Messenger Ad Reach vs. Total Internet Users | 22.6% |
| Messenger Ad Reach Age vs. Population Age 13+ | 25.6% |
| Female Messenger Ad Reach vs. Total Messenger Ad Reach | 51.9% |
| Male Messenger Ad Reach vs. Total Messenger Ad Reach | 48.1% |
At 1.95 million users in Switzerland, Facebook Messenger isn’t all that great but considering it’s just a messenger app, it still looks pretty good. Its ad reach is 22.2% of the country’s total population and 22.6% of all the internet users.
The bad thing is that its ad reach has been decreasing lately (4.9% in the last quarter and 2.5% in the last year). This decrease isn’t too worrisome but it shows that Messenger’s popularity is dwindling a bit.
However, it’s still a very good social media platform for marketing given its connection to Facebook. Plus, its gender ad reach is fairly equal, with 51.9% female and 48.1% male.
Section XVI: LinkedIn Ad Audience Overview
Next up on our list is LinkedIn, which has improved overall in the last period. Across every country market I’ve looked at, LinkedIn had noticeable ad reach increases. This might be caused by the post-Pandemic work changes or more people are becoming interesting in professional advancement.
Anyway, let’s see how LinkedIn fares in Switzerland:
| Assessment Category | Value |
| Total Potential Ad Reach on LinkedIn | 3.9 million |
| LinkedIn Ad Reach vs. Total Population | 44.% |
| Quarter-on-Quarter Change in Reported LinkedIn Ad Reach | +2.6% / +100,000 users |
| Year-on-Year Change in Reported LinkedIn Ad Reach | +11.4% / +400,000 users |
| LinkedIn Ad Reach vs. Total Internet Users | 45.2% |
| LinkedIn Ad Reach vs. 18+ Population | 54.2% |
| Female LinkedIn Ad Reach vs. Total Ad Reach | 42.9% |
| Male LinkedIn Ad Reach vs. Total Ad Reach | 57.1% |
LinkedIn’s ads reach 44.5% of the country’s total population and 54.2% of the 18+ population. This is much better than I expected and it goes to show that LinkedIn is still a force to be reckoned with within the social media sphere.
And just like I predicted, LinkedIn’s ad reach has increased lately, by a couple thousand users quarterly and yearly. The only downside, if you can call it that, is that there’s a bigger gender disparity with its userbase.
More than half of the userbase is male (57.1%), which might force brands to focus on male-centric advertisement with many of their products/services. That’s not necessarily a bad thing but it means that not all brands will find LinkedIn worthwhile.
To be honest, LinkedIn is looking very healthy and I don’t see the platform losing ground any time soon. There’s a real market need for it, and the platform is using its strengths as best possible.
Section XVII: Snapchat Ad Audience Overview
Snapchat has always been the goodie two-shoes, the platform that almost never changes. It’s popular, it knows it’s popular, and it doesn’t really care about being more popular or doesn’t know how.
Here’s how Snapchat’s ad audience stats look in Switzerland:
| Assessment Category | Value |
| Total Potential Ad Reach on Snapchat | 2.25 million |
| Snapchat Ad Reach vs. Total Population | 25.7% |
| Quarter-on-Quarter Change in Reported Snapchat Ad Reach | 0% (unchanged) |
| Year-on-Year Change in Reported Snapchat Ad Reach | +9.8% / +200,000 users |
| Snapchat Ad Reach vs. Total Internet Users | 26.1% |
| Snapchat Ad Reach vs. 13+ Population | 29.5% |
| Female Snapchat Ad Reach vs. Total Ad Reach | 52.1% |
| Male Snapchat Ad Reach vs. Total Ad Reach | 47.7% |
Just like expected, Snapchat doesn’t impress nor disappoint. It has a pretty solid ad reach (2.25 million) in the country, and it has gained 200,000 users in the last year alone.
The quarterly ad reach is unchanged, and the gender-based ad reach is looking good – 52.1% female and 47.7% male. It’s a bit skewed toward female users but not by much.
Snapchat is heavily used by some marketers due to how many content creators and influencers are on it. The platform is still very popular with a certain audience.
Section XVIII: Twitter Ad Audience Overview
Up-next is Twitter, or X as it is called today. This statistic is valid as of January 2023, so it doesn’t take into account the period after the rebranding. If it did, it would probably showcase a decrease in ad reach.
As it stands now, the data looks very good:
| Assessment Category | Value |
| Total Potential Ad Reach on Twitter | 1.4 million |
| Twitter Ad Reach vs. Total Population | 16% |
| Quarter-on-Quarter Change in Reported Twitter Ad Reach | 0% (unchanged) |
| Year-on-Year Change in Reported Twitter Ad Reach | +42.4% / +417,000 users |
| Twitter Ad Reach vs. Total Internet Users | 16.2% |
| Twitter Ad Reach vs. 13+ Population | 18.4% |
| Female Twitter Ad Reach vs. Total Ad Reach | 29.8% |
| Male Twitter Ad Reach vs. Total Ad Reach | 70.2% |
As of January 2023, Twitter’s ad reach was pretty bad in Switzerland, at 1.4 million. It reaches 16% of the total population and 18.4% of the 13+ population.
It did have an increase of 42.4% (417,000) users in the last year but I’m willing to guess that has changed since Twitter’s rebranding to X.
The gender disparity between the platform’s users is also extreme. Around 70.2% of its users are male and only 29.8% are female. So, marketers will also have to consider this aspect when using Twitter ads.
The truth of the matter is that Twitter (now X) has slowly become less and less valuable for marketers and brands. Add Musk’s moronic decision, the rebranding, and all the political chaos going on, and you have a barrel of unsavory content for marketers.
Section XIX: Pinterest Ad Audience Overview
Last but not least, we’ll have a look at Pinterest’s ad audience situation in Switzerland. I don’t usually have a lot to say about Pinterest since it always goes under the radar. It’s a really chill platform that doesn’t go center-stage often (at all).
Here’s how the situation looks in 2023:
| Assessment Category | Value |
| Total Potential Ad Reach on Pinterest | 1.58 million |
| Pinterest Ad Reach vs. Total Population | 18.1% |
| Quarter-on-Quarter Change in Reported Pinterest Ad Reach | -9.8% / -173,000 users |
| Year-on-Year Change in Reported Pinterest Ad Reach | -0.03% / -500 users |
| Pinterest Ad Reach vs. Total Internet Users | 18.3% |
| Pinterest Ad Reach vs. 13+ Population | 20.8% |
| Female Pinterest Ad Reach vs. Total Ad Reach | 77.4% |
| Male Pinterest Ad Reach vs. Total Ad Reach | 16.9% |
Similar to Twitter, Pinterest doesn’t have a large audience in Switzerland, though it somehow has a higher ad reach than Twitter (18.1% vs. 16%). However, its ad reach has been decreasing both quarterly and yearly.
Its ads reach 20.8% of the 13+ population, which is a step up from Twitter’s 18.4%. However, one major problem (or not) is that its audience is unevenly split between men and women.
Approximately 77.4% of all Pinterest users are female and 16.9% are male. This might bode well for a couple of brands whose target audience is female but it’s a very limiting factor nonetheless.
In any case, Pinterest was in a better position than Twitter in January 2023, and that should be doubly true now, after Twitter’s rebranding.
That’s all about the social media situation in Switzerland. I hope this has been of some use to you!
Sources
- Data Reportal – Digital 2023: Switzerland
