SMI barometer: how can Flemish brands use social media to reinforce their brand with young people?

The Social Media Impact -barometer (SMI barometer for short) annually maps how Flemish companies can strengthen their brand among Flemish young people. The focus of the study is on social media (Facebook, Instagram, YouTube, Twitter, Snapchat, etc.) and recent trends such as influencer marketing. The SMI Barometer 2020 shows that influencer marketing among young people is still effective. In addition, Instagram is quietly confirming its role as the most important social medium. But depending on the sector, many other social media are also popping up. The full report can be downloaded for free at www.smibarometer.be

Onderzoeksthema: Merkbeleving

Interessegebied: Communication, Media and Design

Looptijd: 1/09/2019 - 31/08/2021

Financing: PWO

Instagram is not always the most appropriate communication channel for all sectors

Despite the fact that Instagram is the channel with the highest reach, it is not so for every (retail) sector. In some sectors, unexpected names sometimes pop up. Pinterest (for interior design and DIY) and, to a lesser extent, Twitch (Electrical and Games) are particular revelations. Moreover, Pinterest is -because of its inspirational role- an opportunity to further develop communication about health, DIY, interior design and even fashion.

Objective

The ambition of this research project is to annually map how Flemish companies can strengthen their brand among Flemish young people. The focus of the research is on social media (Facebook, Instagram, YouTube, Twitter, Snapchat, ...) and recent trends such as influencer marketing.

By choosing to repeat this research annually, we can detect trends and increase the added value of the research results that way. This long-term vision allows us to even better answer the question of how social media can be used by brands to better reach Flemish young people.

Methods

Initially, extensive desk research and several face-to-face interviews with marketing managers of Flemish brands will be conducted. In addition, a quantitative online survey will be set up to map young people's motives and needs with regard to social media and its power in terms of branding.

Furthermore, as in previous years, we want to set up online focus groups with Flemish youngsters in which, in co-creation with Flemish brands, additional insight is gained into which content works and which does not.