Welcome to Part 9 of my comprehensive social media guides per country. Today, I’ll be looking at the state of social media in France in 2023.
Here’s a list of all the main highlights of this guide:
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
And below, you’ll find the main sections I’ll show you as part of this guide:
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. Time Spent Using Social Media Apps
VII. Usage of Social Media for Brand Research
VIII. Types of Social Media Accounts Followed
IX. Web Traffic Referrals from Social Media
X. Facebook Ad Audience Overview
XI. Share of Facebook Posts by Post Type & Engagement
XII. YouTube Ad Audience Overview
XIII. Top YouTube Searches
XIV. Instagram Ad Audience Overview
XV. TikTok Ad Audience Overview
XVI. LinkedIn Ad Audience Overview
XVII. Snapchat Ad Audience Overview
XVIII. Twitter Ad Audience Overview
XIX. Pinterest Ad Audience Overview
With this guide, we’re already on our way to covering the most important countries in Europe. I have several others on my list to cover.
But without further ado, let’s get started on France!
Section I: General Overview of Social Media Use
Like always, I’ll first give you the most important social media stats in the country:
- Number of social media users – 52.10 million
- Social media users vs. total population – 80.5%
- Social media users aged 18+ vs. total population aged 18+ – 88.8%
- Social media users vs. total internet users – 86.9%
- Average time spent using social media every day – 1 hour and 55 minutes
- The average number of social platforms used every month – 5.7
- Female social media users vs. total social media users – 51%
- Male social media users vs. total social media users – 49%
France’s social media presence is not exactly what I expected. Only 80.5% of its total population (or 86.9% of internet users) is using social media, which isn’t impressive at all.
In The Netherlands, 92.2% of the total internet users were using social media, while Germany came close to 91.4%.
Only the United Kingdom had a smaller concentration of social media users vs. the total internet users at 84.4%
However, French social media users are spending more time on social media than in other countries I’ve analyzed. Almost two hours per day is nothing to scoff at.
Section II: Demographic Profile of Meta’s Ad Audience
This section will look at Meta’s ad audience demographic profile. More specifically, the gender and ages of Meta’s users in France.
Let’s see what the data says:
| Age | Male | Female |
| 13-17 | 1.6% | 1.7% |
| 18-24 | 10.2% | 10.3% |
| 25-34 | 12.1% | 12.5% |
| 35-44 | 8.8% | 9.6% |
| 45-54 | 6.8% | 7.5% |
| 55-64 | 4.4% | 5.6% |
| 65+ | 3.7% | 5.1% |
Across the board, there are more female Meta users vs. male users in France. This doesn’t tell us much, though, since it’s the same for every country I’ve looked at.
And just as in other countries, it seems that the 13-34 age category is the most evenly split among male and female users.
After the 35 age category, the disparity between men and women starts getting bigger, with women being in greater numbers than men.
This tells us that, as they age, men become less interested in Meta’s Family of Apps and either prefer other social media platforms or none at all.
Section III: Main Reasons for Using Social Media
Next, we’ll be looking at the main reasons which French social media users are using social media in 2023. Here’s the data I found:
| Reason for Using Social Media | % of People Who Identify with a Reason |
| Keeping in Touch with Friends and Family | 56.1% |
| Filling Spare Time | 45.6% |
| Reading News Stories | 32.2% |
| Finding Inspiration for Things to Do and Buy | 25.3% |
| Finding Content | 24.3% |
| Sharing and Discussing Opinions | 22.4% |
| Seeing What’s Being Talked About | 21.1% |
| Finding Like-Minded Communities | 19.1% |
| Finding Products to Buy | 16.6% |
| Posting About Your Life | 16.4% |
| Watching or Following Sports | 16.2% |
| Following Celebrities or Influencers | 16% |
| Making New Contacts | 15.3% |
| Seeing Content From Brands | 15.3% |
| Watching Live Streams | 12.8% |
56.1% of all French social media users use social media to keep in touch with family and friends. Nothing surprising about this.
Compared to The Netherlands, around 10% more people identify with this reason.
Looking at this table, you can identify several general reasons why French users use social media:
- Family time and socializing
- Transactional intent
- Boredom
- Staying up to date with what’s happening around the world
This is true for every country I’ve analyzed on Whizcase. What’s different is the percentage of people who identify with these reasons.
Generally, family time comes first, then boredom, reading the news, and then buying things. Very rarely do people stray away from this pattern on social media.
Section IV: Most Used Social Media Platforms
Now, something with a bit more substance – the most used social media platforms in France by the percentage of people who use them.
If you haven’t read any of my other guides, then you don’t know that WhatsApp has been in the first spot in several countries in terms of usage.
Let’s see if this is true for France, too:
| Social Media Platform | % of People Who Use It |
| 73.3% | |
| 59.8% | |
| 58.6% | |
| Facebook Messenger | 57.8% |
| Snapchat | 44% |
| TikTok | 37.6% |
| 30.9% | |
| 28.1% | |
| IMessage | 24.8% |
| 23.8% | |
| Skype | 14.6% |
| Discord | 14% |
| Telegram | 13.5% |
| 6.7% | |
| Badoo | 4.6% |
It seems that French users prefer Facebook over any other social media platform, including WhatsApp. There’s also a massive difference between Facebook’s and WhatsApp’s usage (around 13% more usage for Facebook).
This can mean several things:
- French people simply like Facebook more than WhatsApp
- French people aren’t as compelled to use WhatsApp for communication compared to other countries
- French users are less pragmatic and prefer shinier toys compared to other countries
- Facebook has very loyal userbase in France
There’s also an interesting difference in the usage of LinkedIn. Only 23.8% of French users use LinkedIn, while 33.2% of Dutch users used LinkedIn in The Netherlands.
In Germany, on the other hand, only 13.3% used LinkedIn, and in the UK, around 27.1% of users used LinkedIn.
This might mean that French users aren’t as interested in professional development or they don’t need to. I’ll let you decide.
Section V: Favorite Social Media Platforms
We’ve seen which social media platforms are most used by French users. But now we’ll look at their personal preferences. Which social media platforms do they prefer?
Here’s the data:
| Social Media Platform | % of People Who Voted for a Platform |
| 25.1% | |
| 19.4% | |
| 13.4% | |
| TikTok | 8.1% |
| Snapchat | 7.5% |
| Facebook Messenger | 6.2% |
| 3.9% | |
| 2.8% | |
| IMessage | 1.9% |
| 1.9% |
25.1% of all French social media users prefer Facebook over all other platforms, and only 13.4% prefer WhatsApp even though 59.8% use it.
As you can see, the subjective preference is quite unevenly spread across platforms compared to their objective usage.
Users may use a platform but they might not like it as much as another, less-used platform. I’ve seen this all the time in my social media analyses.
LinkedIn is preferred by around 1.9% of all social media users in France but overall, 23.8% of them use it. We can conclude that LinkedIn is not a platform you use because you like it but because you need to.
What’s interesting is that a platform as addictive as TikTok (with a usage of 37.6%) is only preferred by 8.1% of all French social media users.
Section VI: Time Spent on Social Media Apps
In this section, I’ll show you how much time French users spend on social media. We’ll look at the 5 most used social media platforms in the country:
| Social Media Platform | Monthly Usage per User | Year-on-Year Change |
| TikTok | 21 hours and 24 minutes | +1.4% / +18 minutes |
| 12 hours and 54 minutes | -1.5% / -12 minutes | |
| YouTube | 11 hours and 42 minutes | -1.7% / -12 minutes |
| 8 hours and 36 minutes | +1.2% / +6 minutes | |
| 5 hours and 30 minutes | +1.9% / +6 minutes |
TikTok is, by far, the most used social media platform in terms of time spent on it every month.
In fact, TikTok’s monthly usage in France is almost twice that of Facebook. Moreover, the usage has been growing in the past year.
Instagram and WhatsApp have also seen increases in usage in the past year, with Facebook and YouTube going through a tough period.
All in all, French social media users are spending a lot of time on social media, showing the growing importance of these platforms in the social ecosystem.
Section VII: Usage of Social Media for Brand Research
Let’s take a quick look at which platforms French users prefer when conducting brand research. Online marketing is as strong as it’s ever been, so it’s important to know how social media plays a role in all this.
Here’s what I could find:
| Platform | % of Users Using It for Brand Research | Year-on-Year Change |
| Any Type of Social Media Platform | 57.5% | +7.9% |
| Social Networks | 31.6% | +10.1% |
| Question & Answer Sites (e.g. Quora) | 15.7% | +6.8% |
| Forums and Message Boards | 12.8% | +2.4% |
| Messaging and Live Chat Services | 8.1% | +12.5% |
| Micro-Blogs (e.g. Twitter) | 5.2% | +13% |
| Vlogs | 5.5% | +12.2% |
| Online Pinboards (e.g. Pinterest) | 4.5% | +18.4% |
This is really interesting, to be honest. France is the only country I’ve seen where every type of social media platform has seen a growth in usage for brand research.
The year-on-year change is crystal-clear – French users are using anything they can for brand research, from traditional social media like Facebook to vlogs, pinboards like Pinterest, and Q&A sites like Quora.
57.5% of all social media users in the country are using any form of social media to conduct brand research. This doubles down on the growing role of social media in the online marketing industry of 2023.
The highest usage increase goes to pinboard-like platforms, likely due to the visual emphasis of these platforms.
Section VIII: Types of Social Media Accounts Followed
It’s important to know what accounts French users follow because it puts you on the right path when marketing your product.
You will know which channels to prioritize for your marketing campaigns. It’s important to realize that every country’s user base has slightly different interests.
More on that later, though. Here’s the data:
| Type of Account Followed | % of People Who Follow an Account |
| Friends, Family, and People You Know | 56.9% |
| Bands, Singers or Musicians | 27.1% |
| Actors, Comedians or Other Performers | 23.9% |
| Influencers or Other Experts | 21.9% |
| Sports People and Teams | 21.2% |
| Entertainment, Memes, or Parody Accounts | 20.7% |
| Restaurants, Chefs or Foodies | 19.7% |
| Brands You Purchase | 17.2% |
| TV Shows or Channels | 16.8% |
| Contacts Relevant to Work | 14.2% |
| Brands You’re Considering Purchasing | 13.8% |
| Magazines or Publications You Read | 13.8% |
| Events You’re Attending | 13.7% |
| Journalists or News Companies | 13.4% |
| Gaming Experts or Gaming Studios | 12.5% |
Naturally, the most popular types of social media accounts followed in France belong to friends, family, and acquaintances.
You can’t really use this for online marketing. Instead, the benefits of these types of accounts will come naturally as your products become popular.
People buy it, they like it, and then they recommend it to their friends and family. It’s free promotion for you.
It’s different for the other account types on this list. That’s because they offer the opportunity for active product placement.
Let’s take actors or influencers, for instance. For the right fee, they may be persuaded to promote your product online and convince some of their followers to try it.
In France, singers and musicians are more followed than actors and comedians. In turn, influencers are more popular than sports teams.
With this knowledge in hand, you’ll know which promotional avenues will reach more people, letting you optimize your marketing strategies!
Section IX: Web Traffic Referrals from Social Media
In this next section, you’ll learn which social media platforms send the most web traffic referrals to third-party sites.
Knowing this will help you choose the most appropriate platform for online marketing. Take a look at the data below:
| Social Media Platform | % of Web Traffic Referrals Sent | Year-on-Year Change |
| 59.16% | -23.9% | |
| 13.05% | +73.1% | |
| 10.77% | +271.4% | |
| 9.76% | +47.4% | |
| YouTube | 3% | +15.8% |
| 1.35% | +46.7% | |
| Tumblr | 1.05% | +81% |
| 1.12% | +187.2% | |
| VKontakte | 0.53% | -15.9% |
| Other | 0.21% | +162.5% |
Facebook is an absolute behemoth regarding the web traffic referrals it sends to third-party sites. Around 59.16% of all traffic sent in France comes from Facebook.
Even though they’ve experienced a 23.9% loss of web traffic referrals sent to other sites, Facebook still reigns supreme. It should come as a no-brainer to use it as a primary promotional channel.
As for other platforms you might want to promote your products on, I would recommend Pinterest and Instagram.
The latter has seen a 271.4% increase in web traffic referrals sent to third-party sites in the last year. This is unprecedented in all the analyses I’ve made.
Instagram’s role as a trendsetter is undisputed in 2023. Plus, it’s the home of the most popular influencers in the world. They have a strong pull on their audiences, which makes Instagram ideal for any form of online marketing.
Twitter is up there as well, with 9.76% of all web traffic referrals coming from it. However, Twitter is also the battleground of toxic political debates and Musk’s experiments.
So, it might not be a good idea to prioritize Twitter.
Section X: Facebook Advertising Audience Overview
Alright, now we’ll get into more specifics about every social media platform in France. The most important ones, at least.
First is Facebook with its ad audience overview. Let’s see how Facebook has been doing recently in France:
| Assessment Category | Value |
| Total Potential Reach of Facebook Ads | 30.4 million |
| Facebook Ad Reach Vs. Total Population | 47% |
| Quarter-on-Quarter Change in Reported Facebook Ad Reach | -1.8% / -550,000 users |
| Year-on-Year Change in Reported Facebook Ad Reach | -3% / -950,000 users |
| Facebook Ad Reach vs. Total Internet Users | 50.7% |
| Facebook Ad Reach vs. Population Aged 13+ | 55% |
| Female Facebook Ad Reach vs. Total Facebook Ad Reach | 52.5% |
| Male Facebook Ad Reach vs. Total Facebook Ad Reach | 47.5% |
Wow… Facebook has been losing a lot of users in France recently. In the last year, they’ve lost almost a million users for whatever reason.
Even their ad reach vs. the total population is not that good. It’s below half, which is weird to see coming from Facebook, a multi-billion-user platform.
Still, Facebook’s audience is 30 million. That’s nothing to scoff at. However, it does beg the question – why is Facebook losing so many users all of a sudden? That’s a 3% ad reach loss in a year.
I want to believe that many of those users have simply gone to Instagram but there’s no way of knowing.
Section XI: Share of Facebook Posts by Post Type & Engagement
Now, we’ll take a look at which Facebook post types are most used by French users. This will tell you which post type to prioritize for your marketing campaigns.
Let’s see the data:
| Post Type | % of Posts of a Certain Type |
| Photo Posts | 70.89% |
| Video Posts | 21.64% |
| Link Posts | 7.38% |
| Status Posts | 0.10% |
It seems that photo posts are still the most popular post type on Facebook in France. It’s the same as with nearly all other countries I’ve analyzed.
This shows how French Facebook users prefer the most straightforward and easily accessible source of information – an image.
There’s also a good reason to use videos for marketing campaigns on Facebook. They’re very good for certain types of content but don’t overdo it.
Here’s what type of information is best used with photo posts on Facebook:
- Charts and tables
- Statistics
- Visual CTAs for a product
- Unveiling a new product or service
The great thing about photo posts is that they can and should accompany well-written text. Sales copy is still insanely useful for converting. Adding an image will make the copy shine even more
Section XII: YouTube Ad Audience Overview
YouTube is up next, so let’s take a look at how the video-sharing platform is faring in France. Here’s what I could find:
| Assessment Category | Value |
| Potential Ad Reach of Ads on YouTube | 52.10 million |
| YouTube Ad Reach vs. Total Population | 80.5% |
| YouTube Ad Reach vs. Total Internet Users | 86.9% |
| Year-on-Year Change in Reported YouTube Ad Reach | -1% / -500,000 users |
| YouTube’s Ad Reach for Users Aged 18+ | 45.5 million |
| YouTube’s Ad Reach 18+ for Population Aged 18+ | 88.8% |
| Female Ad Reach 18+ vs. Total Population 18+ | 51% |
| Male Ad Reach 18+ vs. Total Population 18+ | 49% |
With an ad reach of 80.5% vs. the total population of France, YouTube is the undisputed king of social media. Marketing on it will expose your products to 52.10 million people, around 86.9% of all internet users in France.
Even if you only consider users above 18 years old, YouTube’s ad reach is 45.50 million. What’s more, the audience is almost perfectly split between male and female users (51% female and 49% male).
I don’t see YouTube losing its ad reach in France any time soon, so it’s a safe platform for promotional purposes.
Section XIII: Top 20 YouTube Searches
I’ve always said that the core of a good marketing campaign is knowing how to choose influencers when marketing your products or services.
The top 20 YouTube searches will give you a general idea of what French users are interested in on Facebook. This may present collaboration opportunities with influencers.
Take a look below:
| Popularity | YouTube Search | Index |
| 1. | Musique | 100 |
| 2. | Film | 54 |
| 3. | Music | 41 |
| 4. | Jul | 38 |
| 5. | Chanson | 36 |
| 6. | ASMR | 33 |
| 7. | Squeezie | 32 |
| 8. | Michou | 30 |
| 9. | Fortnite | 27 |
| 10. | TikTok | 23 |
| 11. | Ninho | 20 |
| 12. | Minecraft | 20 |
| 13. | Rap | 19 |
| 14. | Dessin | 19 |
| 15. | Roblox | 18 |
| 16. | Furious Jumper | 18 |
| 17. | Inoxtag | 14 |
| 18. | Swat et Neo | 14 |
| 19. | Bebe | 23 |
| 20. | Gazo | 22 |
At the very top of YouTube searches in France is the term “musique“, followed by “film” and “music“. At least 50% of the most searched terms on YouTube in France are tied to music, in fact.
It makes sense since YouTube is one of the largest music publishers in the world, next to Spotify. Plus, there are many music creators on the platform that are already being sponsored by various companies to promote their products.
It’s a thriving industry that keeps getting bigger with each passing day.
Games are also quite popular on YouTube, as you can see with terms like Fortnite, Roblox, and Minecraft. Coincidentally, the gaming industry is also booming in popularity and there are many opportunities for promotional campaigns.
Section XIV: Instagram Ad Audience Overview
Instagram has gotten bigger and better, with an audience boom in the last year that seems unprecedented. It’s most definitely one of the best social media platforms for online marketing.
Let’s see how it fares in France in 2023:
| Assessment Category | Value |
| Total Potential Reach of Instagram Ads | 23.75 million |
| Instagram Ad Reach vs. Total Population | 36.7% |
| Quarter-on-Quarter Change in Reported Instagram Ad Reach | -4.2% / 1.1 million users |
| Year-on-Year Change in Reported Instagram Ad Reach | -10.5% / -2.8 million users |
| Instagram Ad Reach vs. Total Internet Users | 39.6% |
| Instagram Ad Reach vs. Population Aged 13+ | 43% |
| Female Instagram Ad Reach vs. Total Reach | 53.5% |
| Male Instagram Ad reach vs. Total Reach | 46.5% |
Alright, I take back what I said. Instagram’s ad audience situation doesn’t look good at all in the 2022-2023 period in France.
It lost 10.5% of its audience in the last year, equal to 2.8 million users. At the moment, Instagram is used by 36.7% of France’s total population and around 40% of all internet users in the country.
Despite the massive decrease in ad audience in the past year, Instagram is still a valuable platform to conduct online marketing on. Ads will reach 23.75 million people in France, which any marketer will tell you that it’s more than enough.
The audience is also fairly equally split between men and women, with women being the predominant audience on Instagram.
So, you’ll be able to market your products to both genders without much hassle.
Section XV: TikTok Ad Audience Overview
In this section, I’ll give you the latest data about TikTok’s ad audience situation in France. Let’s see how the short video platform is doing:
| Assessment Category | Value |
| Potential Ad reach of TikTok Ads (18+) | 20.95 million |
| TikTok Ad Reach 18+ vs. Total Population | 32.4% |
| Quarter-on-Quarter Change in Reported TikTok Ad Reach | +7.2% / 1.4 million users |
| Year-on-Year Change in Reported TikTok Ad Reach | +19.9% / 3.5 million users |
| TikTok Ad Reach Age 18+ vs. Total Internet Users | 35% |
| TikTok Ad Reach Age 18+ vs. Population Age 18+ | 40.9% |
| Female TikTok Ad Reach vs. Total TikTok Ad Reach | 53.3% |
| Male TikTok Ad Reach vs. Total TikTok Ad Reach | 46.7% |
This is what a successful social media platform looks like. TikTok has increased its userbase by 3.5 million users in a year, a 20% increase.
Currently, the platform reaches 32.4% of France’s entire population and around 35% of its total internet users. The numbers are not that great compared to other platforms but its evolution is astounding.
TikTok is a massive phenomenon, the gift that keeps on giving, but sadly, it’s not very marketer-friendly. Its content is not fit for promoting many companies due to its very nature.
But for those more courageous marketers, TikTok is still the new kid on the block that never gets old. More and more users are flocking to it with each passing day.
Section XVI: LinkedIn Ad Audience Overview
LinkedIn’s professional audience makes the platform fairly unique in the social media ecosystem, so it’s always a treat to analyze its performance.
Let’s look over the performance data in France:
| Assessment Category | Value |
| Total Potential Ad Reach on LinkedIn | 26 million |
| LinkedIn Ad Reach vs. Total Population | 40.2% |
| Quarter-on-Quarter Change in Reported LinkedIn Ad Reach | +4% / 1 million users |
| Year-on-Year Change in Reported LinkedIn Ad Reach | +13% / 3 million users |
| LinkedIn Ad Reach vs. Total Internet Users | 43.4% |
| LinkedIn Ad Reach vs. 18+ Population | 50.7% |
| Female LinkedIn Ad Reach vs. Total Ad Reach | 47.8% |
| Male LinkedIn Ad Reach vs. Total Ad Reach | 52.2% |
LinkedIn is performing really well in France. It got 3 more million users in the 2022-2023 period and right now, 40% of France’s population is using LinkedIn.
The platform reaches 50% of the 18+ population, which is an excellent number for a not-so-popular social media platform.
Its gender disparity is barely noticeable too, with 52.2% of users being men and 47.8% women. So, marketers will be able to promote their products to both audiences at the same time.
LinkedIn is also a much more suitable platform for ad marketing compared to TikTok. Its content is purely professional and addressed to both B2B and B2C.
I also think LinkedIn will keep increasing its user numbers in the coming future because they’ve been improving the platform constantly in recent years.
Section XVII: Snapchat Ad Audience Overview
Next on the list is Snapchat, a platform that you don’t hear much about. It keeps to itself and garners more and more users with each passing quarter.
Let’s see how Snapchat performs in France in 2023:
| Assessment Category | Value |
| Total Potential Ad Reach on Snapchat | 25.4 million |
| Snapchat Ad Reach vs. Total Population | 39.3% |
| Quarter-on-Quarter Change in Reported Snapchat Ad Reach | +1.6% / 400,000 users |
| Year-on-Year Change in Reported Snapchat Ad Reach | +4% / 1.2 million users |
| Snapchat Ad Reach vs. Total Internet Users | 42.4% |
| Snapchat Ad Reach vs. 13+ Population | 46% |
| Female Snapchat Ad Reach vs. Total Ad Reach | 52.6% |
| Male Snapchat Ad Reach vs. Total Ad Reach | 47% |
Snapchat reaches around 40% of France’s total population with its ads, so not bad at all. Furthermore, the platform has gained 1.2 million users in the past year, which is a healthy outlook.
Considering that Snapchat has never been in the top charts for popularity or its massive user base, these numbers are better than expected already.
A marketing campaign on Snapchat reaches almost 50% of all internet users in France. Any marketer will tell you that this number is worth it.
Snapchat’s user base is pretty loyal, too. There are many systems in place that keep the users involved, so it’s not a surprise the platform is performing so well.
Section XVIII: Twitter Ad Audience Overview
Twitter has been on a bad roll this past year. Ever since Musk took control of the Blue Bird…things have been happening on the platform.
But let’s see the stats:
| Assessment Category | Value |
| Total Potential Ad Reach on Twitter | 13.7 million |
| Twitter Ad Reach vs. Total Population | 21.2% |
| Quarter-on-Quarter Change in Reported Twitter Ad Reach | +5.8% / 750,000 million users |
| Year-on-Year Change in Reported Twitter Ad Reach | +37% / 3.7 million users |
| Twitter Ad Reach vs. Total Internet Users | 22.9% |
| Twitter Ad Reach vs. 13+ Population | 24.8% |
| Female Twitter Ad Reach vs. Total Ad Reach | 33.2% |
| Male Twitter Ad Reach vs. Total Ad Reach | 66.8% |
It’s not a stretch to say that Twitter has been turning into an anti-marketing platform due to how chaotic it is on there.
And yet, the platform has welcomed 3.7 million users in France in the 2022-2023 period. In the last quarter alone, 750,000 users signed up for the platform.
Twitter only reaches 21.2% of France’s total population, though, so it doesn’t have an outstanding presence in the country.
There’s also the fact that there’s a massive gender disparity on the platform, with 66.8% of the users being men and only 33.2% being women.
There are plenty of reasons for marketers to avoid Twitter, the biggest of which is Musk’s erratic decision-making.
Section XIX: Pinterest Ad Audience Overview
Pinterest is the last social media platform on our list, so let’s get this over with. Here’s the data about its performance in France:
| Assessment Category | Value |
| Total Potential Ad Reach on Pinterest | 10.65 million |
| Pinterest Ad Reach vs. Total Population | 16.5% |
| Quarter-on-Quarter Change in Reported Pinterest Ad Reach | -13.9% / 1.7 million users |
| Year-on-Year Change in Reported Pinterest Ad Reach | -3.2% / 350,000 users |
| Pinterest Ad Reach vs. Total Internet Users | 17.8% |
| Pinterest Ad Reach vs. 13+ Population | 19.3% |
| Female Pinterest Ad Reach vs. Total Ad Reach | 75.5% |
| Male Pinterest Ad Reach vs. Total Ad Reach | 20% |
Pinterest is at an all-time low presence in France. Its ad reach is only 16.5% of the total population and the userbase has dropped in the last year by 3.2% (350,000 users).
75.5% of its user base is composed of women, and the total ad reach is 10.65 million. Marketers don’t really gain much from marketing on Pinterest if I’m being honest.
In the last quarter, the platform has lost 1.7 million users, so the recent trend appears to be heading down.
Either way, it looks like Pinterest doesn’t have a bright future. Perhaps the latest changes to the platform will bring a positive impact.
We’ll see. But we’re done with this article. See you in the next guide!
Sources
- Data Reportal – Digital 2023: France
