Comprehensive Social Media Guide of Switzerland in 2024

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Written by: Alex Popa

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Comprehensive Social Media Guide of Switzerland in 2024

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:

AgeMaleFemale
13-172%1.6%
18-249.8%8.3%
25-3413%12.3%
35-4410.2%10.7%
45-547.6%8.1%
55-644.9%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.

See below:

Reason for Using Social Media% of People Who Identify with a Reason
Keeping in Touch with Friends and Family48.9%
Reading News Stories33.5%
Filling Spare Time32.6%
Finding Inspiration for Things to Do and Buy27.5%
Finding COntent25.3%
Finding Like-Minded Communities20.1%
Seeing What’s Being Talked About19.2%
Sharing and Discussing Opinions19%
Making New Contacts17.6%
Finding Products to Purchase16.9%
Posting About Your Life15.8%
Seeing Content from Brands14.9%
Watching or Following Sports14.3%
Work-Related Networking or Research14.2%
Following Celebrities or Influencers13.8%

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
WhatsApp83.1%
Facebook66.2%
Instagram62.7%
Facebook Messenger45.9%
Linkedin33.6%
TikTok33.3%
Pinterest31.2%
IMessage28.5%
Twitter26%
Telegram25.4%
Snapchat24.2%
Skype20%
Discord11%
Reddit10.8%
Viber8.6%

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
WhatsApp35.1%
Instagram17.6%
WhatsApp12.8%
TikTok5.4%
Pinterest3.2%
LinkedIn3.1%
Snapchat2.9%
Telegram2.8%
Twitter2.8%
Facebook Messenger2%

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.

Take a look below:

Platform% of Users Using It for Brand ResearchYear-on-Year Change
Any Type of Social Media Platform52.9%+4.1%
Social Networks27.7%-1.4%
Question & Answer Sites (e.g. Quora)14.1%+5.2%
Forums and Message Boards 11.1%+20.7%
Messaging and Live Chat Services6.9%+21.1%
Micro-Blogs (e.g. Twitter)5.3%+8.2%
Vlogs6.7%+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 Know51.4%
Bands, Singers, or Musicians27.5%
Actors, Comedians or Other Performers23.3%
Sports People and teams20.3%
Influencers or Other Experts19.8%
Restaurants, Chefs or Foodies19.5%
Brands You Purchase19%
Entertainment, Memes, or Parody Accounts18.6%
Contacts Relevant to Work16.5%
TV Shows or Channels15.8%
Events You’re Attending15.7%
Magazines or Publications You Read15.3%
Brands You’re Considering Purchasing15%
Journalists or News Companies14%
Wildlife Organizations or Animals13.9%

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 SentYear-on-Year Change
Facebook67.92%+3.5%
Twitter9.06%-7.7%
Instagram8.84%+114.6%
Pinterest8.57%-26.3%
YouTube2.39%-3.2%
Reddit1.11%-27%
Tumblr1.09%-67.8%
LinkedIn0.62%-30.3%
VKontakte0.14%-51.7%
Other0.26%-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 CategoryValue
Total Potential Reach of Facebook Ads3.05 million
Facebook Ad Reach Vs. Total Population34.8%
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 Users35.3%
Facebook Ad Reach vs. Population Aged 13+40%
Female Facebook Ad Reach vs. Total Facebook Ad Reach50.8%
Male Facebook Ad Reach vs. Total Facebook Ad Reach49.2%

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 Posts38.92%
Video Posts33.56%
Link Posts26.59%
Status Posts0.93%

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 CategoryValue
Potential Ad Reach of Ads on YouTube7.29 million
YouTube Ad Reach vs. Total Population83.1%
YouTube Ad Reach vs. Total Internet Users84.5%
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:

PopularityYouTube SearchIndex
1. Music100
2. Film94
3. Songs56
4.Zadruga54
5.Baby49
6.Musik41
7.TikTok41
8.Musique39
9.Minecraft38
10.Ukraine36
11.ASMR34
12.Doku33
13.Fortnite32
14.Roblox23
15.YouTube21
16.Karaoke21
17.Speed20
18.Zadruga Uzivo18
19.Diana18
20.Musica17

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 CategoryValue
Total Potential Reach of Instagram Ads3.5 million
Instagram Ad Reach vs. Total Population39.9%
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 Users40.6%
Instagram Ad Reach vs. Population Aged 13+45.9%
Female Instagram Ad Reach vs. Total Reach49.3%
Male Instagram Ad reach vs. Total Reach50.7%

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 CategoryValue
Potential Ad reach of TikTok Ads (18+)2.06 million
TikTok Ad Reach 18+ vs. Total Population23.4%
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 Users23.8%
TikTok Ad Reach Age 18+ vs. Population Age 18+28.6%
Female TikTok Ad Reach vs. Total TikTok Ad Reach50.7%
Male TikTok Ad Reach vs. Total TikTok Ad Reach49.3%

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 CategoryValue
Potential Ad reach of Messenger Ads1.95 million
Messenger Ad Reach vs. Total Population22.2%
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 Users22.6%
Messenger Ad Reach Age vs. Population Age 13+25.6%
Female Messenger Ad Reach vs. Total Messenger Ad Reach51.9%
Male Messenger Ad Reach vs. Total Messenger Ad Reach48.1%

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 CategoryValue
Total Potential Ad Reach on LinkedIn3.9 million
LinkedIn Ad Reach vs. Total Population44.%
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 Users45.2%
LinkedIn Ad Reach vs. 18+ Population54.2%
Female LinkedIn Ad Reach vs. Total Ad Reach42.9%
Male LinkedIn Ad Reach vs. Total Ad Reach57.1%

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 CategoryValue
Total Potential Ad Reach on Snapchat2.25 million
Snapchat Ad Reach vs. Total Population25.7%
Quarter-on-Quarter Change in Reported Snapchat Ad Reach0% (unchanged)
Year-on-Year Change in Reported Snapchat Ad Reach+9.8% / +200,000 users
Snapchat Ad Reach vs. Total Internet Users26.1%
Snapchat Ad Reach vs. 13+ Population29.5%
Female Snapchat Ad Reach vs. Total Ad Reach52.1%
Male Snapchat Ad Reach vs. Total Ad Reach47.7%

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 CategoryValue
Total Potential Ad Reach on Twitter1.4 million
Twitter Ad Reach vs. Total Population16%
Quarter-on-Quarter Change in Reported Twitter Ad Reach0% (unchanged)
Year-on-Year Change in Reported Twitter Ad Reach+42.4% / +417,000 users
Twitter Ad Reach vs. Total Internet Users16.2%
Twitter Ad Reach vs. 13+ Population18.4%
Female Twitter Ad Reach vs. Total Ad Reach29.8%
Male Twitter Ad Reach vs. Total Ad Reach70.2%

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 CategoryValue
Total Potential Ad Reach on Pinterest1.58 million
Pinterest Ad Reach vs. Total Population18.1%
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 Users18.3%
Pinterest Ad Reach vs. 13+ Population20.8%
Female Pinterest Ad Reach vs. Total Ad Reach77.4%
Male Pinterest Ad Reach vs. Total Ad Reach16.9%

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

  1. Data Reportal – Digital 2023: Switzerland
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Alex Popa

My name is Alex and I have a knack for social media in all its shapes and forms. I’ve dealt with such things for quite some time and I noticed that many people have issues with social media and technicalities.

Unforeseen errors, bugs, and other problems make their use of social media problematic. These things will be discussed amply in the guides on Whizcase.

I'll present the facts as they are, and offer quick and easy solutions for them.

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