Brand experience through social media and content creators
Research theme
In a dynamic media environment, (retail) brands strive to enhance brand awareness and establish a cohesive image across all channels. With a plethora of options available—both offline and digital—for engaging clients, the challenge lies in effectively reaching the right audience amidst a saturated media landscape. Today’s consumers are more discerning than ever, demanding advertising that resonates with them. Consequently, advertisers must explore formats that align with the preferences of their target demographic. Social media, particularly through partnerships with content creators, emerge as a promising avenue for cultivating meaningful connections.
Branding through social media and content creators
What are we researching and for whom?
How can brands use social media, influencers, podcasts and metaverse in their branding? How do consumers experience that? And where are the biggest challenges and opportunities? We help brands get the most out of their social media marketing.
Desired outcome
Through this program, our aim is to assist brands in refining their social media marketing strategies. We delve into the influence of branding across various channels such as social media, podcasting, and the metaverse, with a particular focus on the pivotal role of content creators. We do this by gaining insights into:
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the use of these platforms;
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how consumers experience branding through these platforms;
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the strategies that brands apply when using
social media, podcasting, and metaverse for branding; -
the impact and ethical implications of branding through these platforms, including the role and impact of content creators.
Research lines
SMI-barometer
Since 2019, the Social Media and Influencer (SMI) Barometer has been delivering the latest insights into social media and influencer marketing in Belgium. Positioned as a benchmark for brands, the SMI-Barometer offers ongoing evaluations of the use and impact of social media, influencer marketing, and podcasts among young Belgians aged 16-39. Conducting this research biennially enables us to stay attuned to the dynamic landscape, identify emerging trends, and closely monitor evolving patterns.
Podcasts as branding tool
The surging popularity of podcasts has captivated the interest of brands, while podcast creators seek avenues to monetize their content. Our research is dedicated to understanding the ramifications of branding through podcasts, examining its impact on the brand, the podcast creator, and the consumer. Additionally, we explore the effectiveness and ethical dimensions of various advertising strategies employed in the podcasting landscape.
Branding in de metaverse
The metaverse has the potential to revolutionize the brand-consumer dynamic by immersing consumers in an interactive digital realm, and letting them interact with brands in ways that were unimaginable before. Our research is focused on exploring the transformative potential of the metaverse for brands. We investigate how both brands and consumers can leverage this evolution to their advantage, seeking to understand the myriad benefits that may arise from this emerging digital landscape.
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