More and more Dutch people are leaving Facebook. Young people stopped many young people in 2017, but now the platform is struggling with a sharp drop in the number of users in general. Instagram, on the other hand, is growing steadily. What does this change mean for your social media marketing?
Facebook has lost over half a million Dutch users in the past year. Around 640,000 users dropped out of the social media platform. That while Instagram is growing strongly. That is at the same time a windfall for Facebook, because Instagram is also part of the Facebook portfolio.
It was a tough year for Facebook. This is partly due to the data breach scandals. The leak with Cambridge Analytica is still fresh in our memory. In addition, the platform is struggling a lot with fake news. The Arjen Lubach campaign also contributed to the loss. He called in his television program to remove Facebook. More than 240,000 people did that.
There is also a large group of users who still have an account, but simply no longer log in. Especially 15 to 19 year olds still have an account, but no longer use it. They have moved to other platforms. The target group 20 to 39 also spends less and less time on Facebook.
Instagram is growing strongly
While Facebook is losing more and more users, Instagram is becoming increasingly popular. In the past year, the platform grew from 4.1 to 4.8 million users. That is an increase of 20 percent. Instagram is now climbing nicely on the ranking list of the most used social media. It is now the 4th most used social platform in our country.
No less than 2.7 million Dutch people use the app every day. That is a whopping 26 percent more than in 2017. At that time, 2.1 million Dutch people used the app daily.
What Instagram marketing can do for your company
Instagram marketing is worth it. It can generate quite a bit of attention for your company or product, if you tackle it properly. That's because Instagram is such a good platform for storytelling. If you have a good story to tell, followers are quicker to buy. In addition, you can immediately visually support the story with a photo or video.
The platform is suitable for sharing users. When buying behavior is always looked at the emotional response. If a customer feels involved in your mail, he or she will take a look at your product or company.
You have a large reach on Instagram. With more than 700 million monthly users worldwide, the platform has a large audience to offer. Use the correct hashtags so that you are found. Imagine that you are selling organic beauty products. Then you use the hashtag #organicbeautyweek, which already has 1856 posts. Apparently it is a popular hashtag in the making. Keep in mind that an excess of hashtags can have a negative impact on your reach.
Talk to your audience
You will be in direct contact with your potential customers on Instagram. Stay in touch with them and ask what they are missing in their lives. Which product would make their life easier? What do they think of your existing products? You probably get a lot of feedback. You do well to incorporate these insights into further product development. Ignoring feedback would be a shame: the potential customer likes to buy if he or she sees that something is being done with the comments.
The top 5 social media from 2019
The top 5 social media in the Netherlands will look like this in 2019:
5. LinkedIn (4.6 million users)
4. Instagram (4.9 million users)
3. YouTube (8.7 million users)
2. Facebook (10.1 million users)
1. WhatsApp (11.9 million users)