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The Belgian social media landscape continues to evolve, and the recent findings of the #SMIBarometer therefore remain extremely relevant. Last week, Comeos and Arteveldehogeschool published the fifth edition of this barometer. This report provides a comprehensive overview of the current state of affairs in the field of social media and influencer marketing among Belgian young adults (16 to 39 years). Below we have summarized the most important insights in the field of influencer marketing.
The research shows that as many as 74% of Belgian social media users aged 16 to 39 actively follow influencers, content creators or celebrities, with Instagram and TikTok as the most prominent platforms for these interactions. It is striking that 85.2% of 16-24 year olds follow influencers, content creators or celebrities, while this percentage for people over 25 is 68.1%.
Influencer marketing remains effective and shows a slight increase in commercial impact, especially among young people. Men generally show slightly higher engagement than women, and French speakers show higher engagement rates compared to Dutch speakers. The report also highlights that transparency about sponsored content is crucial to building and maintaining trust among consumers.
Influencers have significant influence over the behavior and lifestyle of their followers, with a focus on healthier eating and more exercise as the most influenced areas. In general, young people and women are more influenced by influencers in various categories.
The report distinguishes between influencers, content creators and celebrities based on their perceived attributes and associations. Content creators are associated with creativity and interaction with followers, while celebrities are admired for their talent and aspirational images. Influencers are mainly seen as people with a large number of followers and are associated with advertising activities.
A striking development is the rise of virtual influencers within the Belgian social media landscape. About 43.4% of respondents are familiar with these digital personalities, with younger age groups and men more likely to accept them. Yet the research shows divided opinion on the authenticity and innovativeness of brand endorsements by virtual influencers, with more skepticism among older age groups.
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