5 Reasons to Consider Influencer Event Activations
In 2019, more brands than ever before are looking to grow their influencer marketing strategies. With influencer marketing proving itself to be an evolving, yet lasting trend, the next big question specialists are tackling is how to differentiate and make their brand stand out. One avenue worth investing in is that of branded events and experiential pop-ups. With numerous opportunities for influencer integration, and chances to connect with consumers, live experiences is key to the next influencer marketing breakout.
Bang for Your Buck
By creating a one-off event around an influencer partnership, a brand can see their engagement returns triple. An event provides three opportunities for content - pre, during and post experience. Take into account build-up buzz, the play by play live-feed, and the post-event recaps. It can be one of the best ways to maximize and amplify the impact of a single activation.
When you invest time and effort into an influencer event, you invest in the overall synergy of your brand activation. Providing a means with which to engage with the influencer and product both online and in person, your brand increases the staying power of your message in the minds of your audience.
Besides the aforementioned engagement returns, the practical returns also speak for themselves. When you factor this in, along with the opportunity for cross promotions, ads on live-streaming, and on-site purchases from event goers, the results justify the cost and then some! Large scale events such as Playlist Live, a convention featuring popular Youtubers, have proven time and again that consumers are willing to set aside funds to engage with their favourite influencers.
Integrating With Larger Events
If your brand is not in a financial position to produce a whole independent dedicated event, smaller scale pop-ups within bigger events are a viable option to get in on the action. Clothing, beauty and wellness brands in particular have seen the benefit of on-boarding a single influencer to create intimate experiential moments within larger live spectacles such as Coachella or London Fashion Week. In this sense, there’s a way to integrate influencer focused activations into any existing happening and budget.
Buzz That Lasts
Long after a branded event has concluded, social media is still loaded with opportunities to profit from the buzz. Where engagement from a sponsored post eventually tapers off, the afterglow of a fun event stays with consumers for days and even weeks to come. The featured influencer can write follow up posts and utilise special event hashtags during and after, creating intrigue for future endeavours.