Event-Based Influencer Marketing

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By Courtney Moser

 

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What makes someone decide to attend an event? It typically comes down to interest and the fear of missing out if they don’t show up. After all, no one likes to be left out of the latest happenings or feel a pang of regret at skipping an event! Society today is all about being in the know – and sharing (or flaunting) it across social media.

Influencer marketing harnesses that feeling by motivating consumers to join in on the fun by way of a trustworthy source: influencers. It’s been proven many times now that we trust people over ads. So by extension, consumers are more likely to attend an event recommended by a blogger they follow than an event promoted by way of a digital banner.

Brands have started capitalizing on this by partnering with credible, relevant blog and social media influencers to drum up buzz for events. Finding the right influencers are key here, as reinforced in this article, “the more closely aligned your event industry and your influencers’ industry, the more receptive and interested their audience will be.”

This type of event-based influencer marketing can be broken down into several smaller strategies. They include:

  • Pre-event promotion to increase interest and attendance
  • Influencer live-streaming at events
  • Post-event recaps and future promotion

The first strategy – promoting the event beforehand – doesn’t always require influencers to actually attend anything. It can be something they’re interested in or that is relevant to their readers, and they can promote and extend the invite effectively without being there. Of course, if they do attend, you can incorporate several other components into your campaign agreement – from live-streaming videos to tweeting in real-time. And an event recap blog post can be valuable for sharing details and drumming up interest in future brand events.

The most comprehensive event-based influencer marketing strategy would include all three of the above aspects. The influencers you’re working with can promote the event, attend and post on social media during, and then write a recap afterwards. This offers the highest visibility and potential results – whether you’re aiming for increased awareness, social engagement, website clicks or something else.

“When you amplify your voice, you are likely to amplify your revenue,” Find Your Influence CEO Jamie Reardon said. “Influencer marketing can impact the success of events – both online and in person.”

Can your events benefit from an influencer marketing boost? See what the FYI platform can do for you here.

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