In-Person Events & Influencer Marketing

Social influencer event marketing is already a big part of promoting events. Live events always have some elements of influencer marketing, and event coordinators and hosts seek to invite the people other people want to see.

Consider a conference with a celebrity keynote speaker, a celebrity influencer or host for Hollywood award shows, or your guest list for your last dinner party – the goal is to invite people that will attract others to the event.

But how does this work in practice? How can you leverage brand ambassadors and content creator marketing trend for in-person events?

Successful Influencer Marketing for Events

As mentioned, social influencer marketing isn’t new – it’s been around for hundreds of years. So why is it so popular right now and what’s the benefit of influencer marketing?

One of the contributing factors to the success of influencer marketing is that it’s an authentic, word-of-mouth marketing style. Audiences feel as though they’re getting recommendations and referrals from a trusted friend or family member, rather than a brand supporting its own interests. And influencers leverage real-life stories and transparency, which appeals to potential customers and informs a purchase decision.

In addition, more brands are choosing micro-influencers, or influencers that have smaller but more dedicated and loyal followings on a social media channel. The reach may not be as powerful as major influencers or a marketing agency, but their social networking and recommendations carry more weight with their followers.

There are numerous benefits of an influencer marketing campaign for in-person events, including:

  • Better social engagement
  • Word-of-mouth advertising
  • Less stress
  • More targeted audiences
  • Better metrics and key performance indicators
  • On-floor and in-session reports
  • More value for sponsors
  • Experienced content marketers
  • High-quality video content and production
  • End-around for ad blockers
  • Live event updates
  • Social proof
  • Innovative content and event ideas for a target market
  • Multi-channel outreach

How to Collaborate with Influencers for In-Person Events

Whether online or in-person, it’s vital to find the right type of influencer campaign for your brand and event. More popular influencers that don’t align with your brand or audience won’t help with increasing sales or boosting your marketing efforts.

You can get ideas for the right type of influencers by checking your popular hashtags from past events, searching for the nano-influencers or micro-influencers in your niche, or checking for overlap with your event speakers and influencers. There are also tools to find influencers for branded content and influencer marketing agencies.

When you find a list of influencers, you can compare them to choose the best option.

Reach is an important consideration, but it’s not everything. Studies indicate that the higher the reach is, the lower the social engagement will be. So, a huge influencer with a million followers may not get the social engagement you want. This is where micro-influencers shine.

Another consideration is personality. Ideally, the influencer will align with your brand and show off the personality and image you prefer in sponsored content. Remember, the influencer promoting your brand reflects on your brand, so make sure you choose a content creator that won’t cast a bad light on the reputation you worked so hard to build instead of choosing one with a million followers.

Authenticity is important, but so is production. While you don’t need an influencer to promote your event like a professional marketing agency, consider the quality of their video content, guest posts, and the types of videos they typically promote. Do they align with your messaging and brand? Are you looking for better quality, or more authenticity? These questions should help you choose the best influencer.

Finally, there are channels. You want influencers with followers on the same types of social media as your brand, or at least your audience. If you want a video miniseries of the event, you may want a YouTube influencer, while blog influencers may have a dedicated niche audience for varied branded content.

If you prefer videos of candid moments or behind-the-scenes footage for your influencer marketing campaign, Facebook or Snapchat influencers may be the better choice. LinkedIn is excellent for more “boring” industry conferences, while Instagram influencers increase your reach with an Instagram story, tons of hashtags, and a highly visual platform.

Getting the Brand and Influencer Partnership

When you have a list of a few influencers you’d like to partner with, it’s time for influencer outreach. According to research from Sprout Social, many influencers prefer to work with brands that share their core values, so you’re both in it for the best possible fit for your marketing strategy.[1]

Contact your influencer through a social media message or email. Influencer relationships are reciprocal, so mention a post of theirs you enjoyed (be specific!) or your opinion of their expertise in the industry. Ideally, you will have already been following and engaging with the influencer before you cold pitch them branded content.

If you decide to work together, get started on a contract for social platforms and content creation. You should structure the brand partnership agreement, terms, and expectations to ensure that everyone gets what they want out of it and build the potential for long-term relationships. The budget should also be outlined specifically, along with video content types, number, and formats. Other information, like contract length, discount codes, guest posts, and promotion on each social media platform, should be included.

Find In-Person Influencer Marketing Success

Influencer marketing is powerful in any context, but it can add a lot of excitement and anticipation to your in-person event. When you include social media influencers in your niche for your event marketing, you can gain better visibility and boost your event’s promotion while you grow your business and build long-term relationships.

Sources:

[1] https://sproutsocial.com/insights/how-to-find-the-right-influencers/