In other words: social media is the customer journey.<\/em><\/p>\n[\/et_pb_text][et_pb_heading title=”Social media is now a full funnel system” _builder_version=”4.27.6″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Across all generations, a few platforms dominate daily use:<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/sobuzzy.be\/wp-content\/uploads\/2026\/06\/Daily-use-of-platforms.png” title_text=”Daily use of platforms” align=”center” _builder_version=”4.27.6″ _module_preset=”default” width=”35%” custom_margin=”-40px||-40px||false|false” custom_margin_tablet=”-40px||-40px||false|false” custom_margin_phone=”-40px||-40px||false|false” custom_margin_last_edited=”on|desktop” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
WhatsApp remains by far the dominant platform in Belgium, followed by Facebook, Instagram, and YouTube. But each platform plays a different role in the customer journey.<\/span> <\/span><\/p>\nDiscovery<\/strong><\/p>\nInstagram (56%) and TikTok (52%) are the strongest platforms where people first discover brands.<\/p>\n
What stands out is that TikTok and Instagram are strongly driven by younger audiences, with daily usage among 16\u201324-year-olds reaching 67% and 86% respectively, making these platforms clear primary discovery engines for Gen Z.<\/p>\n
Information<\/strong><\/p>\nWhen people want to learn more, they turn to Instagram (31%), TikTok (31%) and Facebook (27%). However, Google remains dominant in this stage (85%), while social media and AI tools are increasingly playing a complementary role. Already, 29% of Belgians use AI tools such as ChatGPT or Copilot to search for information about brands or products, rising to 46% among Gen Z. <\/p>\n
Conversion<\/strong><\/p>\nFacebook (32%) and Instagram (30%) still play a strong role in driving purchases.<\/p>\n
However, the data shows that social media\u2019s role in conversion is mainly indirect: 27% click on ads or sponsored posts, 15% via influencer links, and 11% through tagged products. Direct purchasing remains limited, but social media clearly influences the steps leading toward conversion. <\/p>\n
This shows an important shift: success on social media is no longer about being present everywhere. It is about understanding the role of each platform in the journey. <\/p>\n
[\/et_pb_text][et_pb_heading title=”Gen Z: discovery-first behavior” _builder_version=”4.27.6″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”-40px||-60px||false|false” custom_margin_tablet=”-40px||-60px||false|false” custom_margin_phone=”-40px||-60px||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”3_5″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
The daily media consumption of 16\u201324-year-olds is highly visual and creator-driven.<\/p>\n
They don\u2019t just follow brands, they discover them while scrolling. And this translates into behavior: 85% of 16\u201324-year-olds follow at least one brand on social media. <\/p>\n
For this group, social media is a discovery engine, not just a communication tool.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/sobuzzy.be\/wp-content\/uploads\/2026\/06\/Social-media-use-among-16-24-year-olds.png” title_text=”Social media use among 16-24-year-olds” _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”-70px||-70px||false|false” custom_margin_tablet=”-70px||-70px||false|false” custom_margin_phone=”-70px||-70px||false|false” custom_margin_last_edited=”on|desktop” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Influencers as a key part of the system” _builder_version=”4.27.6″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Influencers are now fully integrated into how people discover and evaluate brands. They are no longer a niche marketing tactic, but a mainstream part of media consumption across all age groups. <\/p>\n
Influencers typically:<\/p>\n
\n- Introduce new brands<\/li>\n
- Shape initial interest<\/li>\n
- Influence information search<\/li>\n
- Contribute to purchase decisions<\/li>\n<\/ul>\n
In total, 55% of Belgian social media users follow influencers or content creators, reaching a peak of 82% among 16\u201324-year-olds. Instagram remains by far the leading platform (70%), followed by Facebook (41%) and YouTube (39%). <\/p>\n
A key insight from the research: influencers are not just awareness drivers anymore. They are a gateway into the entire funnel. This is confirmed by their impact: 63% of young people discover new brands through influencers, 45% look up additional information, and 31% make a purchase based on influencer content. This impact declines significantly among older age groups. <\/p>\n
[\/et_pb_text][et_pb_heading title=”Gender differences in platform behavior” _builder_version=”4.27.6″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
The data shows some differences in <\/span><\/span>how<\/span> <\/span><\/span>men<\/span> <\/span><\/span>and<\/span> <\/span><\/span>women<\/span> <\/span><\/span>use social media.<\/span>.<\/span><\/span> <\/span><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”-60px||-60px||false|false” custom_margin_tablet=”-60px||-60px||false|false” custom_margin_phone=”-60px||-60px||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/sobuzzy.be\/wp-content\/uploads\/2026\/06\/Platforms-women.png” title_text=”Platforms women” _builder_version=”4.27.6″ _module_preset=”default” width=”65%” module_alignment=”center” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/sobuzzy.be\/wp-content\/uploads\/2026\/06\/Platforms-men.png” title_text=”Platforms men” _builder_version=”4.27.6″ _module_preset=”default” width=”65%” module_alignment=”center” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
This confirms that social media behavior is not <\/span>one-size-fits-all,<\/span> <\/span>even within the same platforms.<\/span><\/span> <\/span><\/p>\n[\/et_pb_text][et_pb_heading title=”Podcasts are becoming a marketing channel” _builder_version=”4.27.6″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Podcasts have grown into an important, yet often underestimated, part of the digital media landscape. In Belgium, 48% of the population (aged 16\u201370) listens to podcasts, including 14% on a daily basis and 16% weekly. Younger audiences mainly listen via Spotify (56%) and YouTube (40%), while older listeners more often rely on streaming platforms such as VRT, Play, and Streamz. <\/p>\n
Podcast consumption is strongly age-dependent, peaking among 25\u201334-year-olds (64%), followed by 16\u201324 (53%) and 35\u201344 (53%). From there, usage gradually declines to 28% among those aged 65+. <\/p>\n
For marketers, podcasts show clear impact across the funnel: 32% have discovered a brand through podcasts, 21% have searched for additional information, and 12% have made a purchase as a result. <\/p>\n
Podcasts are particularly strong in:<\/p>\n
\n- Brand discovery<\/li>\n
- Building trust<\/li>\n
- Long-term storytelling<\/li>\n<\/ul>\n
Although still smaller than social media, podcasts are clearly part of the broader media mix shaping consumer decision-making.<\/p>\n
[\/et_pb_text][et_pb_heading title=”Key takeaway” _builder_version=”4.27.6″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
The key shift is simple: social media is no longer about visibility, but about role. Each platform contributes differently to how people discover brands, search for information, and make decisions. <\/p>\n
On top of that, a hybrid ecosystem is emerging in which social media, AI tools, search engines, and podcasts together shape the full information journey of consumers.<\/p>\n
For brands, the question is no longer: \u201cShould we be present on social media?\u201d, but rather: \u201cAre we present at the right moment in the customer journey?\u201d<\/p>\n
Curious to read more? Download the study here<\/a>. <\/strong><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
The latest SMI Barometer by Artevelde University of Applied Sciences and Comeos shows a clear shift in how people use social media today. Social media is no longer just a place to scroll or stay connected. It has become a space where people discover brands, search for information, and make purchase decisions. In other words: social media is the customer journey.Across all generations, a few platforms dominate daily use:WhatsApp remains by far the dominant platform in Belgium, followed by Facebook, Instagram, and YouTube. But each platform plays a different role in the customer journey. Discovery Instagram (56%) and TikTok (52%) are the strongest platforms where people first discover brands. What stands out is that TikTok and Instagram are strongly driven by younger audiences, with daily usage among 16\u201324-year-olds reaching 67% and 86% respectively, making these platforms clear primary discovery engines for Gen Z. Information When people want to learn more, they turn to Instagram (31%), TikTok (31%) and Facebook (27%). However, Google remains dominant in this stage (85%), while social media and AI tools are increasingly playing a complementary role. Already, 29% of Belgians use AI tools such as ChatGPT or Copilot to search for information about brands or products, […]<\/p>\n","protected":false},"author":14,"featured_media":63148,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[34,298],"tags":[],"class_list":["post-63149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends-en","category-trends"],"yoast_head":"\n
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