Met andere woorden: social media is de customer journey.<\/em><\/p>\n[\/et_pb_text][et_pb_heading title=”Social media is nu een full funnel systeem” _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
Over alle generaties heen domineren enkele platformen het dagelijks gebruik:<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/sobuzzy.be\/wp-content\/uploads\/2026\/06\/Dagelijks-gebruik-van-platformen.png” title_text=”Dagelijks gebruik van platformen” 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” global_colors_info=”{}” theme_builder_area=”post_content”][\/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 blijft dus veruit het meest dominante platform in Belgi\u00eb, gevolgd door Facebook, Instagram en YouTube.<\/span>\u00a0<\/span><\/span>Maa<\/span>r elk platform speelt een andere rol in de customer\u00a0<\/span><\/span>journey<\/span>.<\/span><\/span>\u00a0<\/span><\/p>\nDiscovery<\/strong><\/p>\nInstagram (56%) en TikTok (52%) zijn de sterkste platformen waar mensen voor het eerst merken ontdekken.<\/p>\n
Daarbij valt op dat vooral TikTok en Instagram sterk gedreven worden door jongere doelgroepen, met bij 16\u201324-jarigen dagelijkse gebruikspercentages van respectievelijk 67% en 86%, waardoor deze platformen duidelijk fungeren als primaire discovery engines bij Gen Z.<\/p>\n
Information<\/strong><\/p>\nWanneer mensen meer willen weten, gebruiken ze Instagram (31%), TikTok (31%) en Facebook (27%). Toch blijft Google dominant in deze fase (85%), terwijl social media en AI-tools steeds vaker een aanvullende rol spelen. Zo gebruikt al 29% van de Belgen AI-tools, zoals ChatGPT of Copilot, om informatie over merken of producten op te zoeken, wat oploopt tot 46% bij Gen Z.<\/p>\n
Conversion<\/strong><\/p>\nFacebook (32%) en Instagram (30%) spelen nog steeds een belangrijke rol in het aanzetten tot aankopen.<\/p>\n
De data toont echter dat de rol van social media in conversie vooral indirect verloopt: 27% klikt op advertenties of gesponsorde posts, 15% via influencer links en 11% via getagde producten. Het directe aankoopgedrag blijft dus beperkt, maar social media be\u00efnvloedt duidelijk de stappen richting conversie.<\/p>\n
Dit toont een belangrijke verschuiving: succes op social media draait niet langer om overal aanwezig zijn. Het gaat om begrijpen welke rol elk platform speelt in de klantreis.<\/p>\n
[\/et_pb_text][et_pb_heading title=”Gen Z: discovery-first gedrag” _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
Het dagelijks socialemediagebruik van 16-24-jarigen is sterk visueel en creator-driven.<\/p>\n
Ze volgen niet zomaar merken, ze ontdekken ze al scrollend. En dat vertaalt zich in gedrag: 85% van de jongeren volgt minstens \u00e9\u00e9n merk op social media.<\/p>\n
Voor deze groep is social media een discovery engine, geen puur communicatiemiddel.<\/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\/Socialemediagebruik-van-16-24-jarigen.png” title_text=”Socialemediagebruik van 16-24-jarigen” _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” global_colors_info=”{}” theme_builder_area=”post_content”][\/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 als belangrijk onderdeel van het systeem” _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 zijn volledig ge\u00efntegreerd in hoe mensen merken ontdekken en beoordelen. Ze zijn geen niche marketingtactiek meer, maar een mainstream onderdeel van mediaconsumptie over alle leeftijden heen.<\/p>\n
Influencers:<\/p>\n
\n- Introduceren nieuwe merken<\/li>\n
- Vormen eerste interesse<\/li>\n
- Be\u00efnvloeden informatiesearch<\/li>\n
- Dragen bij aan aankoopbeslissingen<\/li>\n<\/ul>\n
In totaal volgt 55% van de Belgische social media gebruikers influencers of content creators, met een piek van 82% bij 16\u201324-jarigen. Instagram blijft veruit het belangrijkste platform (70%), gevolgd door Facebook (41%) en YouTube (39%).<\/p>\n
Een belangrijke conclusie uit het onderzoek: influencers zijn niet langer enkel awareness drivers. Ze vormen een toegangspoort tot de volledige funnel. Dat wordt bevestigd door hun impact: 63% van jongeren ontdekt nieuwe merken via influencers, 45% zoekt extra informatie op en 31% doet effectief een aankoop op basis van influencer content. Bij oudere doelgroepen zakt deze impact sterk weg.<\/p>\n
[\/et_pb_text][et_pb_heading title=”Genderverschillen in platformgebruik” _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
Het\u00a0<\/span><\/span>gebruik<\/span>\u00a0<\/span>van social media\u00a0<\/span><\/span>verschilt<\/span>\u00a0<\/span><\/span>duidelijk<\/span>\u00a0<\/span><\/span>tussen<\/span>\u00a0<\/span><\/span>mannen<\/span>\u00a0<\/span><\/span>en<\/span>\u00a0<\/span><\/span>vrouwen<\/span>.<\/span><\/span>\u00a0<\/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\/Platformen-vrouwen.png” title_text=”Platformen vrouwen” _builder_version=”4.27.6″ _module_preset=”default” width=”65%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/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\/Platformen-mannen.png” title_text=”Platformen mannen” _builder_version=”4.27.6″ _module_preset=”default” width=”65%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/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
Dit bevestigt dat<\/span>\u00a0<\/span>het gedrag op\u00a0<\/span><\/span>social<\/span>\u00a0<\/span>media<\/span>\u00a0<\/span>niet\u00a0<\/span><\/span><\/span>one<\/span>–<\/span>size<\/span>-fits-<\/span>all<\/span><\/span>\u00a0<\/span>is, zelfs niet binnen dezelfde platformen.<\/span><\/span>\u00a0<\/span><\/p>\n[\/et_pb_text][et_pb_heading title=”Podcasts worden een marketingkanaal” _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 zijn uitgegroeid tot een belangrijk, maar vaak onderschat onderdeel van het digitale mediaplatformlandschap. In Belgi\u00eb luistert 48% van de bevolking (16\u201370 jaar) naar podcasts, waarvan 14% dagelijks en 16% wekelijks. Jongeren luisteren vooral via Spotify (56%) en YouTube (40%). Ouderen luisteren vaker via streamingplatformen zoals VRT, Play en Streamz.<\/p>\n
Het gebruik is sterk leeftijdsgebonden en piekt bij 25\u201334-jarigen (64%), gevolgd door 16\u201324 (53%) en 35\u201344 (53%). Daarna daalt het geleidelijk tot 28% bij 65+.<\/p>\n
Belangrijk voor marketeers: podcasts hebben aantoonbare impact in de funnel. 32% ontdekte een merk via podcasts, 21% zocht extra informatie en 12% deed effectief een aankoop.<\/p>\n
Podcasts zijn vooral sterk in:<\/p>\n
\n- Ontdekken van merken<\/li>\n
- Vertrouwen opbouwen<\/li>\n
- Langetermijn storytelling<\/li>\n<\/ul>\n
Hoewel nog kleiner dan social media, maken podcasts duidelijk deel uit van de bredere media mix die beslissingen be\u00efnvloedt.<\/p>\n
[\/et_pb_text][et_pb_heading title=”Belangrijkste 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” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
De belangrijkste verschuiving is simpel: sociale media draaien niet langer om zichtbaarheid, maar het draait om hun rol. Elk platform draagt anders bij aan hoe mensen merken ontdekken, informatie zoeken en beslissingen nemen.<\/p>\n
Daarbovenop ontstaat een hybride ecosysteem waarin social media, AI-tools, zoekmachines en podcasts samen de volledige informatiereis van consumenten bepalen.<\/p>\n
Voor merken is de vraag niet langer: \u201cMoeten we op social media aanwezig zijn?\u201d, maar: \u201cZijn we aanwezig op het juiste moment in de customer journey?\u201d<\/p>\n
Benieuwd om meer te lezen? Download de studie hier<\/a>.<\/strong><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
De nieuwste SMI Barometer van Arteveldehogeschool en Comeos toont een duidelijke verschuiving in hoe mensen vandaag social media gebruiken. Sociale media zijn niet langer enkel een plek om te scrollen of verbonden te blijven. Het is een ruimte geworden waar mensen merken ontdekken, informatie zoeken en aankoopbeslissingen nemen. Met andere woorden: social media is de customer journey.Over alle generaties heen domineren enkele platformen het dagelijks gebruik:WhatsApp blijft dus veruit het meest dominante platform in Belgi\u00eb, gevolgd door Facebook, Instagram en YouTube.\u00a0Maar elk platform speelt een andere rol in de customer\u00a0journey.\u00a0 Discovery Instagram (56%) en TikTok (52%) zijn de sterkste platformen waar mensen voor het eerst merken ontdekken. Daarbij valt op dat vooral TikTok en Instagram sterk gedreven worden door jongere doelgroepen, met bij 16\u201324-jarigen dagelijkse gebruikspercentages van respectievelijk 67% en 86%, waardoor deze platformen duidelijk fungeren als primaire discovery engines bij Gen Z. Information Wanneer mensen meer willen weten, gebruiken ze Instagram (31%), TikTok (31%) en Facebook (27%). Toch blijft Google dominant in deze fase (85%), terwijl social media en AI-tools steeds vaker een aanvullende rol spelen. Zo gebruikt al 29% van de Belgen AI-tools, zoals ChatGPT of Copilot, om informatie over merken of producten op te zoeken, wat oploopt […]<\/p>\n","protected":false},"author":14,"featured_media":63141,"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":[298],"tags":[],"class_list":["post-63126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"yoast_head":"\n
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