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Vlaamse media & influencers: de hype voorbij?

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Presentation by Jeroen Naudts, Arteveldehogeschool at MAGnify 2019 of their research into the state of affairs of influencer marketing in Flanders.

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Vlaamse media & influencers: de hype voorbij?

  1. 1. MAGnify October 3rd 2019
  2. 2. Most popular influencers Flemish youngsters Nathan Vandergunst (Acid) How well do you know the world of our youngsters?
  3. 3. Most popular influencers Flemish youngsters Elodie Gabias (@elogabias)
  4. 4. Most popular influencers Flemish youngsters Jamie Lee Six (@jamieleesix)
  5. 5. Camille Botten (@camsbotten) Most popular influencers Flemish youngsters
  6. 6. z Understanding our youngsters
  7. 7. 1. Changing relationship children – parents…
  8. 8. leads to ….‘little empires’.
  9. 9. 2. Grey matter(s)
  10. 10. 3. Biological need for kicks Photo: Agustin Munoz
  11. 11. z Youngsters versus branding
  12. 12. 1. They’ve grown up with your marketing tricks.
  13. 13. 2. They’re going to the (social) dark side
  14. 14. 3. They want to be ‘in charge’ of their brands
  15. 15. z 3 insights in the succes of influencermarketing
  16. 16. 1. Too many channels
  17. 17. 2. Too much (commercial) information
  18. 18. 3. Decreasing effectiveness digital advertising
  19. 19. Strong impact of influencers
  20. 20. z Influencermarketing & magazines: 5 insights
  21. 21. 1. It’s all about trust.
  22. 22. Decreasing trust?
  23. 23. 2. Magazines = status symbol for influencers
  24. 24. How many youngsters started following a Flemish mediabrand by a Flemisch influencer? (Nee) (Ja) 24% 76% 3. Influencermarketing leads to conversion. Naudts J. et al (2019) Onderzoek influencermarketing
  25. 25. 4. Put youngsters in the driver’s seat.
  26. 26. 5. Targetting is crucial.
  27. 27. www.socialemediavoorjongeren.be @jeroennaudts

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