SMI Barometer 2021–2023: How do Belgian youth experience social media and influencer marketing?

How do young people really experience influencer marketing? The SMI Barometer tracks how Belgian youth engage with social media and branding every year.

In short
The SMI Barometer is an annual study exploring how Belgian youth aged 16 to 24 use, perceive and evaluate social media and influencer marketing. In partnership with Comeos, this project offers insights to help brands communicate more effectively with young audiences.

Need and relevance
Social media and influencer marketing play a central role in young people’s daily lives. Yet, brands often struggle to truly connect with this audience. This research provides a data-driven understanding of how youth experience branding, enabling marketers to anticipate trends and tailor their strategies accordingly.

From approach to impact
The project combines an annual large-scale online survey with individual in-depth interviews, eyetracking research and expert interviews. It also examines differences between Dutch- and French-speaking Belgian youth. Additionally, it explores the perspectives of Belgian brands. The findings offer practical guidance for more effective youth marketing and contribute to broader knowledge development in brand perception and youth communication.