Social media research Newcom 2025
Social media is constantly evolving, and as a company you want to be smart about it. That is why we work together with Newcom, a leading agency in customer and market research. Every year they publish the National Social Media Survey, the most comprehensive survey of social media use in the Netherlands.
The 2025 edition again offers valuable insights: which platforms are gaining ground, which are losing popularity and how are users' behaviors changing? It also looks at the impact of social media on mental well-being and the discussion surrounding a possible ban for children under 16. In this blog, we translate these trends into concrete insights that will help you make the right choices in your social media strategy.
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Fewer platforms, more intensive use
The Dutch are becoming more selective in their social media use. Although on average they use fewer platforms than before, they are spending more time on the ones they do choose. This means that companies and brands need to focus more consciously on the right channels to effectively reach their target audience.
We take this into account when creating campaigns and content strategies for our clients. What platform is your target audience on? Where are they most likely to interact? By cleverly applying these insights, we ensure that your message not only arrives, but also makes an impact.
Growth and decline: where is your target audience?
The study shows that platforms such as LinkedIn, Instagram and YouTube are gaining in popularity, while X (formerly Twitter) and BeReal are actually losing users. Such shifts are essential in determining where you, as a company, focus your marketing efforts.
To respond effectively to these trends, it is not only important to know which platforms are growing or declining, but especially who the users are and what they expect from the content they encounter there. Therefore, together with our clients, we look at where their target audience is located and what content really appeals. By applying these insights strategically, we ensure that your business stays relevant and better meets the needs of your audience.
Social media and mental well-being: a growing concern
More and more Dutch people experience social media as a risk to their mental health. This calls for a conscious and responsible approach to content and campaigns. As a company, how can you use social media effectively without increasing the mental strain on users?
We have experience developing campaigns that are both impactful and responsible. For example, we created for Emla - Plakken, Prikken, Klaar campaign, sharing medical information in an accessible way to reduce anxiety around injections.
We also broke taboos and encouraged open conversations about female health with the Let's talk vaginas campaign. For StructureGroup, we created content that made complex technical information understandable without overwhelming the target audience.
In addition, we have developed for DaVinci Academie a social media strategy that highlights their elementary school teaching materials in an engaging and inspiring way. And for Magistor, we created a smart online marketing campaign combined with organic content that ensures their services and expertise are better found by the right people. Through strategic use of data and targeted content, we ensure that potential customers know how to find them and take action.
These cases show that a thoughtful social media strategy and creative execution not only contribute to a strong brand experience, but also to the well-being of the target audience. By using social media responsibly, we create campaigns that both make an impact and add value.
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Collaborate on a strong social media approach
In addition to the basic variant, we also have the comprehensive analysis of Newcom's National Social Media Research 2025, which includes a more in-depth report of the results. Thanks to this in-depth report, we uncover valuable insights beyond the public figures.
One of those insights? Social media is the most important news source for 1 in 8 Dutch people. Among Gen Z, it's even 3 in 10. But that's just the beginning... Which platforms are growing, which are losing ground and how is user behavior changing?
We translate these insights into strategic advice and a tailored social media approach. In this way, we help companies capitalize on the latest developments and opportunities within their sector.
"Social media is the most important news source for 1 in 8 Dutch people. Among Gen Z, it is even 3 in 10."
Newcom Research & Consultancy
Curious about the latest research on the use of social media in the Netherlands? Which platforms are currently being used? And with what frequency? What are the ups and downs? Curious about the trends? Discover the trends, statistics and analysis that will help us grow in a rapidly changing digital landscape. Download the free survey here.
In partnership with Newcom, we continue to strive for innovation and excellence. Our clients and partners can rely on us to continue to provide them with insights that are not only relevant for today, but also valuable for the future. Together, we are building a sound knowledge base that is key to success in the age of digital transformation.