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Are you on the hunt for new methods to promote your events? Have you ever thought about working with creators and influencers for event promotion? Opinion leaders and content creators have become marketing resources for companies that want to get more exposure in a natural way, and when done right, they can help with event promotion, too. Let's dive in.
With the growing popularity of influencer marketing, when 81% of people pay close attention to influencers' recommendations and endorsements, working with creators and influencers for event promotion can be highly effective. In fact, the global influencer market is estimated to be worth a staggering $21.1 billion in 2023, showing just how much reach influencers can have.
If you're weighing whether this strategy is right for your event, let's take a look at some key reasons to work with influencers and creators.
Working with creators and influencers has become a go-to strategy for promoting events online—and for good reason. These aren't just internet personalities—they're trusted voices who bring creativity, authenticity, and reach to the table. Here's why turning to them can take your event promotion from "meh" to "wow."
When you collaborate with creators and influencers, you're not just hiring a megaphone to spread the word. You're gaining access to a team of creative minds who thrive on brainstorming unconventional event promotion ideas. Influencers are seasoned experts in knowing what resonates with their audience and can help you design campaigns that cut through the noise. Whether it's a unique Instagram Reel, a catchy TikTok challenge, or an engaging YouTube vlog series, they bring fresh ideas that stand out from typical corporate content.
When an influencer or creator talks, their audience listens. And more importantly, they trust what they're hearing. This level of trust isn't something you can buy with a flashy ad campaign—it's earned over time. That's why 85% of marketers say influencer marketing is effective. When an influencer promotes your event, it doesn't come across like a stiff corporate message—it's more like a recommendation from a friend, and that's a game-changer.
While there might be some overlap in audiences—if you've chosen the right influencer, they're already talking to people who'd be interested in your event—the real value comes from reaching beyond your usual crowd. Influencers bring diverse followers to the table, meaning your event will land in front of more eyes, many of which you wouldn't have engaged with otherwise.
Even better, 36% of brands say influencer content outperforms what they create themselves. So not only do you get broader reach, but you're also benefiting from content that resonates more deeply with audiences. It's a win-win: bigger reach and stronger engagement.
It's not just about numbers; it's about the right numbers. The State of Influencer Marketing report revealed that 83.8% of marketers noticed higher-quality customers coming from influencer campaigns compared to other channels. What does that mean for your event? You're not just attracting anyone—you're bringing in people who are genuinely interested in what you're offering, which leads to more engaged attendees and a better event experience overall.
Choosing the right influencer for your event isn't just about picking someone with a big following. It's about aligning your goals, audience, and the influencer's strengths to create a partnership that makes your event a must-visit, can't-miss for the target audience.
It's important to identify your target market before selecting a specific type of influencer. Consider both major influencers and micro-influencers - while major influencers have a large social media following and wide reach, micro-influencers often have more engaged, dedicated followings whose recommendations carry more weight among loyal followers.
Before you start your search, ask yourself: What am I trying to achieve with this event promotion?
Where does your audience spend time online? Instagram, YouTube, or maybe TikTok? And what kind of content do they engage with? Tutorials, behind-the-scenes posts, or reviews? Partner with influencers who are active on those platforms and create content your audience loves.
Consider which platform(s) your target audience uses most - LinkedIn, Twitter, YouTube, Facebook, etc. Also think about what strategy each influencer excels in (reels, giveaways, generating hype, etc.) and how this aligns with your goals.
One of the best ways to connect with the right influencers is to work with the right influencers and creators. Don't just focus on an influencer's follower count—dig deeper:
When evaluating potential influencers, also consider:
And if your chosen influencer has higher prices than you can offer, you can consider working with pitch deck designers to connect with the investors and show all benefits of increasing their budget. When done right, influencer marketing pays off quickly.
Think about the type of promotion that will work best for your event and influencer collaboration:
In the influencer world, credibility is everything. Vet the influencer's reputation by looking at their past collaborations, audience feedback, and the quality of the brands they've worked with before. An influencer with a trustworthy track record will be far more effective in convincing their audience to show up to your event.
Depending on the type of the event you're promoting, the budget available, and the audience you're looking to engage, there are lots of different offline and digital PR tactics for event promotion. Let's look at the most effective ways to promote events on social media with the help of creators and influencers.
Influencers have a direct line to your target audience, making them ideal partners to help connect with potential event participants.
But it's not just about building hype—influencers and creators are also key to gaining real insights from your target audience.
Businesses can use influencers to announce their event, gauge interest, and gather feedback from potential attendees.
The infamous Fyre Festival aced influencer marketing (which partially became the reason it all went South)
By engaging their followers early on, you can discover what excites them, what they expect, and how to tailor the event for maximum impact.
Here's how influencers can help you connect with future attendees and create an event that truly resonates:
Make the most of Instagram Stories by having influencers create a series of posts leading up to the event. Start with a simple introduction to your event and follow up with interactive polls.
For example, influencers could ask, "Are you more excited for the keynote speaker or the live performances?" or "Will you attend this event virtually or in-person?" These questions not only engage their audience but also give you valuable insights into attendee preferences.
Build anticipation by giving followers a sneak peek into event planning. Influencers can share behind-the-scenes content like setting up the venue, clips of rehearsals, or unboxing exclusive merchandise.
To boost your reach and generate more buzz around the event, break down the behind-the-scenes into a mini-series that spans several days. For example, "Day 1: Setting up the venue" or "Day 3: A sneak peek of the event swag."
Authenticity is key when connecting with an audience. A great event promotion example would be asking influencers to share personal anecdotes or experiences that align with the event's theme.
For instance, for a business conference, an influencer might talk about how attending a similar event in the past helped shape their career growth.
Make sure the content ends with a strong call-to-action, like "I can't wait to attend [event name]. Will I see you there?" This creates a sense of inclusion and prompts the audience to take the next step, like buying tickets or registering for updates.
Nothing sparks FOMO like seeing an influencer attending a cool event. Invite them to your event, and let them share the experience in real-time through live stories, posts, and behind-the-scenes content.
Tip: Provide them with event-specific hashtags and social handles to ensure their followers can easily connect with your brand and event.
To ensure your event gets as much creator coverage as possible, focus on crafting photo-worthy moments, like branded photo booths, interactive installations, or exclusive performances that influencers will want to capture and share with their followers.
You can also inform influencers about these key moments beforehand so they can plan their content around them.
JennAir is a prime example of how influencer partnerships can elevate event promotion. They launched their new brand vibe, which they called the "Bound By Nothing" ethos, at the Architectural Digest Design Show through live influencer engagements. Using Lightricks' Popular Pays platform for influencer collaboration, JennAir connected with creators to produce luxury content showcasing their appliances at the event.
The campaign reached a total follower audience of 2.6 million on Instagram, driving significant awareness of the rebrand. Within 48 hours, creators produced dynamic event-focused content, resulting in a library of over 33 pieces of content to support JennAir's rebranding efforts.
Running an event ticket giveaway is a fantastic way to create buzz and increase visibility. It encourages engagement and spreads word-of-mouth promotion organically, as participants often share the contest with their friends and followers. Here's how you can execute different contest scenarios with practical mechanics:
Use Eventcube to provide influencers with unique discount codes they can share with their followers, making it feel like an exclusive offer ("Use code INFLUENCER20 for 20% off tickets to [event name]"). This not only incentivizes followers to act quickly but also helps track which influencers are driving the most ticket sales.
Tip: Keep the discount simple (10-20% off) to avoid complicating the purchase decision and ensure it's enticing enough to encourage sales.
Influencers and creators are fantastic at driving last-minute event purchases by creating content that generates urgency and excitement. Consider incorporating live streaming or video conferencing to allow remote attendance. You could ask your influencer to host the live feed to their audience as well as your own, helping bring two audiences together and increase overall engagement.
Here are some creative and unconventional content formats influencers can use for last-minute event promotion:
Event swag bags do wonders. In fact, 61% of marketers say promo products boost brand awareness, and 58% of consumers enjoy receiving branded items from businesses.
That's why swag bags are a perfect tool for influencer event promotion, regardless of whether it's creators receiving swag bags or giving them away…
Kick off the hype early by sending influencers exclusive swag bags. They can share unboxing videos or posts, giving their followers a sneak peek of what's coming and generating discussions around your event.
Tip: Make sure the swag feels personalized and matches the influencer's style. If you've selected the right event swag products, it's more likely that influencers will show them off on their profiles, driving more awareness for the event.
Take it further by co-creating swag with influencers—this will do numbers if you get a well-known influencer or celebrity with lots of devoted fans. For example, design exclusive items with their input for jersey customization and give them away to event attendees or through a giveaway.
Tip: Emphasize the swag's exclusivity—available only to event-goers or winners—to boost excitement and participation.
When working with influencers for event promotion, don't let their content stop at just a few posts—repurpose it to maximize its impact. If you make sure to include this option in the terms of your collaborations, influencer-generated content can be reused across multiple channels to extend its reach and keep the excitement going long after it's posted.
Post-event collaboration with influencers helps maintain momentum and keeps your event in the spotlight even after it's over.
Work with influencers to create engaging recap videos highlighting key moments from the event. They can share their favorite parts, feature behind-the-scenes footage, or even interview attendees and speakers.
Host a live Q&A session or AMA with influencers who attended the event, where they answer follower questions about their experience, the event's highlights, and key takeaways.
Invite influencers to be featured in follow-up interviews or on podcasts to discuss the event in more detail. This could include talking about what made the event stand out or how it impacted their industry knowledge.
To ensure your influencer marketing campaign is effective, track these key metrics:
Monitor what people say on influencers' pages about the event. What did they feel was good, and what criticisms did they have? Use this feedback when planning future events. Pay particular attention to:
If your evaluation shows that influencer marketing has been successful, focus on maintaining and strengthening these relationships:
Remember that successful influencer relationships are built on mutual benefit and trust. When influencers feel valued and see positive results from the partnership, they're more likely to become authentic, long-term advocates for your events.
Influencers can be the rocket fuel for your event promotion—but only if you play it smart. From hyping up ticket sales to keeping the buzz alive post-event, their power to engage is unmatched.
Repurpose their content, collaborate on unique experiences, and let their authenticity shine. Get the right influencers on board, and your event will be more than just a date on the calendar—it'll be the one everyone's talking about. With the influencer marketing industry continuing to grow, building strong relationships with the right creators now can set you up for long-term success in event promotion.
Remember that successful influencer marketing isn't just about reaching a large audience—it's about reaching the right audience with authentic, engaging content that drives real results. By following these strategies and continuously evaluating and adapting your approach, you can create influencer partnerships that not only promote your current event but build lasting relationships that benefit both parties for years to come.
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