TikTok or Instagram: where do you reach athletes in Belgium?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

For sports content in Belgium, Instagram is the centre of gravity; TikTok is big but young. TikTok counts around 3.7 million Belgian users, with usage heavily concentrated under 25 — the digimeter saw TikTok climb to 63% among Flemish 18-to-24-year-olds. The thirty-something athlete buying a gravel bike or running shoes is on Instagram meanwhile, with Strava alongside as the logbook.

Sportfluencers follow their audience: training posts, race reports and club life live on Instagram, and the Reels format gives that content the same distribution there that made TikTok big. That's why most collabs with us start on Instagram — not out of preference, but because that's where the squad's audience is.

We make the exception too: if your brand targets athletes under 25, or part of the squad already has a TikTok audience, that part simply publishes there as well. We don't pick a platform for the campaign; we look per sportfluencer at where their audience actually is.

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Related questions

Why do all the sportfluencers post at the same time?

Because posting at the same time turns separate posts into one moment. Twenty-five athletes posting over the same weekend within the same community create local saturation — your brand feels like it was already there, not like it arrived through an advert.Read the full answer →

Do nano-creators perform better on TikTok than on Instagram?

Yes: 10.3% average engagement on TikTok against 2.71% on Instagram (archive.com sector analysis, 2025), with YouTube at 5.43%. That gap comes from platform mechanics, not better creators — so only compare within the same platform.Read the full answer →

Which Instagram format gets the most engagement?

Carousels, at 2.62% average engagement — better than single images and reels (archive.com sector analysis, 2025). The reason is that swiping is an action, and the algorithm reads it as interest. But if you normally make reels and you're good at it, stick with that: your audience is used to your way.Read the full answer →

Does short-form video outperform photos in creator marketing?

Video wins on reach (Reels get 125% more reach than a photo), photos and carousels win on engagement (6.2% versus 3.5% for Reels). A squad delivers the mix of both, which is why we don't fix the format in the briefing.Read the full answer →

What if a sportfluencer doesn't post (on time)?

We carry that risk. Curation up front, agreements in the briefing, follow-up during the posting window and back-ups from the same pool — plus an honest completion rate afterwards: how many of the 25 actually delivered.Read how the three layers of risk management work in practice →
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