Less frequent use than in Italy or the UK, and a more discreet expression of opinion than in the US, but remarkable consistency: in France, Facebook remains second nature. The latest report from the CNC highlights more "viewer-like" uses, centered on video, humor, and tutorials, with a clear generational divide.
Through a survey conducted in six countries, the CNC sheds light on a uniquely French phenomenon: social media is ubiquitous, but it doesn't capture attention with the same intensity as elsewhere in Europe. This detailed analysis helps us understand why certain formats work, why certain platforms dominate, and how brands should adjust their strategies.
The key point is not just frequency, but method: less posting, more viewing, and a relationship with content that is often utilitarian or entertaining. This leads to an operational question: how to perform in a country where engagement is earned differently?
In France, social media consumption is more measured and more "spectator-like".
According to the CNC report, the use of social networks is massive internationally: 82,8 % respondents say they go there several times a dayHowever, France lags behind in everyday use: 73,5 % French internet users consult these platforms every day, while Italy surpasses 90 %This difference is not simply a matter of equipment: it also reflects a culture of more intermittent use, less "reflexive" throughout the day.
Another key indicator is posture. In France, the study describes a higher consumption pattern. passiveThe proportion of users who use it for express an opinion (approximately 18 %) or for publish their own content (around 17,6 %) remains limited. By contrast, more Americans use the platforms to express their opinions (approximately 31,1 %In other words, the French ecosystem rewards direct communication less and values observation, curation, or minimal interaction (likes, shares, reactions) more.
To illustrate this mechanism, one need only follow the journey of a fictional SME, "Atelier Lune," which sells handmade accessories. On Instagram, the brand gets views but few comments; on Facebook, it generates more clicks to the shop through simple, practical posts: opening hours, new arrivals, availability. This behavior aligns with recent engagement and usage analyses, useful for framing a realistic strategy, such as Social media engagement benchmarks in 2025 or even reading KPIs on social networks.
This apparent "reserve" does not prevent performance, but it does require fine-tuning: while the majority watch more than they comment, success is also measured by the viewing timethe recurrence and the conversionThe key insight: in France, attention is earned through clarity and relevance, not through noise.
Why Facebook remains a pillar in France, and what this changes for brands
The CNC highlights a point that is rarely addressed in media plans: Facebook is the most frequently used social network in France.except among the 18-34 years who prefer YouTubeThis hierarchy matters because it contradicts the idea of a market uniformly dominated by the most "trendy" platforms. France also stands out in Europe: it is the only country studied not to place WhatsApp in first position. As a result, organic reach, local communities and reading habits continue to give Facebook an advantage in many sectors (local businesses, services, associations, events).
For a brand, the choice isn't "Facebook or Instagram" but "what role for each channel." Facebook often serves as a trusted hub: practical information, social proof, group discussions, website traffic. Instagram and TikTok They serve more as showcases, for discovery, for desirability. This articulation is detailed in Facebook vs Instagram in 2025, which helps to arbitrate according to the objective (awareness, conversion, loyalty).
A vertical video can generate a spike, but a well-structured Facebook presence can support a consistent pattern. Take, for example, "Bistro Atlas," an urban restaurant. Reels attract new customers, while Facebook consolidates reservations through weekly posts and reviews. This type of combination is common in the restaurant and retail industries, as shown by... Instagram and TikTok analytics for restaurants.
We must also consider long-form video: the study reminds us that YouTube comes out on top everywhere to watch videos. An effective French strategy therefore consists of producing "proof" content on YouTube (demonstrations, comparisons, behind-the-scenes footage), then adapting it into excerpts on Facebook. To ensure the reliability of this system, budget and editorial optimization are crucial, and methods exist for maximize the effectiveness of a content strategy by controlling spendingFinal insight: in France, performance often comes from a coherent ecosystem, not from an isolated stroke of genius.
To visualize cases and trends, targeted video research helps identify formats that actually convert on Facebook and YouTube.
Humor, tutorials, generation gap: the formats that capture attention in France
In terms of content, the CNC study highlights a French appetite for comedy productions and tutorialsThis preference is not insignificant: humor lowers the barrier to interaction (sharing, reacting), and tutorials justify the time spent (we "learn"). From an influence perspective, this encourages favoring creations that provide immediate value: a tip, a demonstration, a method, a before/after comparison. The French public "rewards" perceived competence as much as personality.
The generation gap is clear: in France, nearly 90% of those under 35 are declare that they follow creators, while this habit is becoming less common among 50 and overFor a brand, this necessitates creative segmentation: the same message shouldn't be packaged in the same way. On Facebook, a step-by-step tutorial format provides reassurance; on YouTube, a comprehensive guide establishes expertise; on TikTok, a quick demonstration serves as an introduction. This adaptation work also depends on the expected visual formats; a useful guideline is the guide to image and video sizes for social media.
To make this logic actionable, the following table summarizes choices consistent with the teachings of the CNC, keeping in mind the French dominant perspective: observe, watch, learn, then act.
| Profile | The most natural platform | Format that works | Priority objective |
|---|---|---|---|
| 18-34 years | YouTube | Tutorial, vlog, product review | Viewing time and consideration |
| 25-49 years old | Short, contextualized video, useful post | Traffic and conversion | |
| 50 and over | Practical content, reviews, communities | Trust and reassurance | |
| Audience multi-age | Facebook + YouTube Mix | Full-length format presented in excerpts | Coverage + repetition |
A growing concern arises with the rise of industrial content: the overabundance of low-quality publications can dilute attention and erode trust. To maintain a high level of quality, it becomes essential to understand the slop phenomenon that pollutes social networks and to install editorial safeguards. To delve deeper into emerging creative formats, structured video monitoring provides rapid signals.
To transform these observations into measurable results, ValueYourNetwork provides a proven method: Expert in influencer marketing since 2016the network piloted hundreds of successful campaigns on social media and knows connect influencers and brands with a requirement for editorial consistency, performance, and brand safety. To frame a strategy adapted to French practices, it is sufficient to contact us.