Adjusting your bidding strategy, fine-tuning your audience even further, tweaking your visual… As marketers, we do everything to optimize our social campaigns down to the last decimal point. But maybe we should look beyond our familiar channels? Our suggestions: Reddit, Twitch, and Discord. As far as we’re concerned, these are the channels most likely to become a staple in every marketing strategy.

1. Reddit

In short:

Reddit is a network of thousands of niche communities (subreddits) covering a vast range of topics. From tech and gaming to parenting and sustainability.

Users (Redditors) share news, ask questions, and vote on the best content. Or as Reddit itself puts it in their introductory video: “Reddit doesn’t reward the sensational, Reddit rewards the conversational”

Why should you care?

• 1.5 to 2 million Belgian monthly visitors: communities like r/belgium, r/vlaanderen, and countless niche subreddits attract a massive local audience every month.
• Reach the unreachable: over 40% of active Redditors in Flanders are barely active, if at all, on channels like X or Facebook.
• 90% trust: users trust product reviews and advice on Reddit significantly more than traditional ad interruptions.

The target audience in Flanders

The Flemish Redditor is between 18 and 44 years old, above-average educated, and curious.

They use the platform as a search engine for honest opinions, advice on purchasing decisions, and in-depth discussions on tech, career, finance, home building, or specific hobbies.

Redditors value genuine expertise and transparency (and therefore hate slick sales pitches).

Example of an ad in a marketing subreddit for an open house day at Thomas More.

As a marketer, it’s perfect for…

Hyper-targeted advertising and deep audience insights.

Reddit users are critical, but also extremely loyal. If you speak their language, you reach an engaged audience that you can barely reach through traditional channels.

Level one for Reddit marketing

Your first marketing step on Reddit? We recommend a Paid Ad campaign. Target specific subreddits or specific locations in Belgium and test a Promoted Post aimed at driving traffic to your landing page.

A Disney ad between posts on /r telecom, the subreddit for all topics related to telecommunications: subscriptions, hardware…

2. Twitch

In short

Twitch is the world’s largest live-streaming platform. Creators stream live, while their viewers chat in real time. Think of the dynamics of live TV combined with an active group chat.

Why should you care?

• Almost 1 in 10 Flemish people regularly watch game streams on Twitch.
• Youngest reach: with an average age of 25, Twitch has the youngest profile of all digital media channels in Belgium.
• 95 minutes per day: that’s the average time active Twitch users spend on the platform daily.

The target audience in Flanders

Flemish Twitch viewers are primarily Gen Z and young Millennials (aged 18 to 30). They are tech-savvy, rarely watch traditional Flemish television (like VTM or VRT1), and use ad blockers.

Beyond gaming, they are passionate about music, pop culture, tech, and esports. They are averse to traditional advertising, but fiercely loyal to the Flemish and international streamers they follow.

As a marketer, it’s perfect for…

Maximum engagement and brand awareness among Gen Z and Millennials. The attention span on Twitch is remarkably high. So it’s ideal for brand activations, product placements, authentic influencer sponsorships… and recruitment, as this Engie campaign proves.

A JBL Twitch marketing campaign during a livestream.

Level one for Twitch marketing

Starting out with Twitch marketing? Partner up with a Belgian micro-streamer (like we did for Tennis & Padel Vlaanderen. Have them mention your brand or promotion during a livestream, supported by a chat link and a banner in the stream. Low-barrier, personal, and directly measurable.

3. Discord

In short

Discord is a platform of private, invite-only servers where friends and communities communicate via voice and text. Think of it as a digital clubhouse for specific interests.

In the words of Discord itself: “Once a chatapp, we are now home to one of the most engaged Gen Z audiences in the world.”

Why should you care?

• 1 million+ Belgian users: Discord has grown in Belgium into a channel with over 1 million active members.
• 38% market share among youth: nearly 40% of Flemish Gen Z and young adults actively use Discord.
• 0% algorithm noise: messages in a Discord channel reach members directly, without an algorithm determining who sees what and when.

The target audience in Flanders

Mainly Flemish youth and students (aged 16 to 28). They are active networkers who value real-time interaction.

In Flanders, you’ll find them gathering in specific gaming servers, study channels, hobby groups, or local roleplay communities. They aren’t looking for brands to passively follow, but communities to actively belong to.

As a marketer, it’s perfect for…

Community building and customer loyalty. Where traditional social media revolves around reaching passive followers, Discord is about active interaction with your audience. It’s the ideal place to gather super-fans, get feedback, or launch exclusive promotions.

Level one for Discord marketing

Discord marketing starts with community outreach. Don’t start building a server from scratch right away; instead, seek out a partnership with an existing, relevant Discord server in your niche (such as a major Benelux gaming server) for an exclusive contest or giveaway.

Time for your first level up?

You don’t have to go all-in right away to make an impact. With a smart, small-scale test on one of these channels, you’ll quickly discover what works for your brand.

Curious about which channel best fits your marketing goals? Get in touch and let’s explore the possibilities together!