Event Influencer Marketing: Elevating Brand Experiences

While partnering with influencers to promote products is common, an increasing number of companies are taking their influencer marketing efforts to the next level by incorporating event-based campaigns. By involving influencers in events, brands can create memorable, immersive experiences that drive engagement and amplify their message in a way traditional product promotions can’t match.

Research from Splash shows 73% of companies held events in 2023, with the goal of building customer relationships, boosting brand awareness, and generating sales. Since influencers can help achieve all of these goals, it makes sense for marketing teams to embrace event influencer marketing. 

Event influencer marketing occurs when brands partner with influencers to promote an event. 

How influencers promote the event is up to you, but you can ask influencers to: 

• Hype the event beforehand and push registration
• Attend the event and share snaps, videos, or live streams
• Speak at the event as a keynote speaker or panel host
• Share feedback on the event at its conclusion

 Your brand can collaborate with a small team of influencers and cover all, or some, of these tactics to host a successful, marketable event.

The benefits of working with influencers to promote events

Coordinating events is a feat, so why should brands add influencers to the mix? With influencers at your event, your brand can:

Generate a buzz

For a successful event, you want people talking about it before it starts. Influencers can help you build a buzz and trigger FOMO, or fear of missing out. With a handful of influencers discussing the event in advance, followers learn about it and are encouraged to buy tickets or register so they’re part of the “it” crowd. 

Extend its reach and maximize ROI

As a brand, you’ll likely send email invitations, share the event on social, and buy social ads to boost attendance. While social ads can be effective, many brands say the rising cost of ads isn’t providing a suitable ROI. In response, brands are turning to influencers to expand their reach. Recently, according to eMarketer, influencer spend grew faster than social spend as brands look for innovative ways to maximize their budgets. 

Boost its credibility

Whether your event is in its 20th year or first, influencers can help you elevate your credibility. Let’s say you’re planning a conference. Influencers can explain why your brand is an industry expert and what guests will get out of attending. When this information comes from an influencer, it’s like a recommendation from a friend and tends to go further than your brand touting its excellence. 

Examples of event influencer marketing

Take a look at these ideas and draw inspiration for your next event:

Influencer-specific event

Increasingly, brands are throwing influencer-specific events. The idea is to invite influencers to an event and highlight the best features of your products. Hotels, for example, can invite influencers for a weekend stay and host mini-events like brunch, makeovers, or massages.

Here’s an example of an event celebrating the partnership between Manchester United and Casillero del Diablo wines. Influencers were invited to attend and share their experiences. 

New product launch 

When your brand is ready to roll out new products, host an event to introduce the product to your customers. You can invite stakeholders, customers, and influencers to the event and show off your new line. 

Promote a virtual event

You can also work with influencers to encourage their followers to attend virtual events. Creator Joseph posted a video sharing an Ed Sheeran concert in Fortnite for IHeartRadio.

Speaker at an event

If your brand hosts a conference or expo, you can invite influencers to speak at the event. Influencers can share their upcoming appearances on social and post snaps and videos of their presentations. To promote the RSA conference with CompTIA, Adrian McClanahan shared posts, including a Reel about the conference. This content aligns with the creator’s usual content as an IT professional and tech influencer. 

Tips to make event influencer marketing successful

As you plan your next event, consider these tips:

• Offer live stream or behind-the-scenes access: Provide influencers with exclusive backstage access or the opportunity to live stream key moments from the event. This gives their followers a front-row seat to the action and creates authentic content.
• Branded AR filters or stickers: Develop custom augmented reality (AR) filters or digital stickers for influencers to use in their Instagram Stories or TikTok content during the event. These fun digital tools increase brand exposure and create buzz.
• Create selfie stations where influencers can take pictures. Floral walls or lush greens with neon signs are trendy right now.
• Give away free swag as a kind gesture and the potential for additional content. Some events have “giveaway suites” for VIPs and influencers to pack their own goodie bags.
• Collaborative content creation spaces: Set up areas specifically designed for content creation, like mini studios with professional lighting, where influencers can shoot high-quality images or videos.
• Plan brand-themed event stations where influencers and guests can do an activity. Events might include exercise stations, massages, make-you-own jewelry, or makeup consultations.

Event influencer marketing marries the power of in-person gatherings with the popularity of social media. The result is often an effective marketing tool that exceeds expectations for brands, influencers, and event attendees.