Influencer events are one of the most powerful tools in brand marketing. They offer a way to generate buzz, create brilliant content, and build meaningful connections – all in a controlled environment. But what is it that makes them so effective, and how can you make your influencer event one to remember?
Read on for answers to some of the most urgently asked questions, plus advice and links to make planning your event a stress-free process.
What is an influencer event?
Set up for engagement and content creation, influencer events can take the form of launch parties, pop-ups, and immersive brand activations.
These feature at least some degree of ‘exclusive’ experience, where well-known personalities can attend in exchange for creating a buzz online.
Unlike a standard marketing campaign, influencer events focus on shareable moments and using collabs to take brand storytelling to the next level.
The limited guest list can include anyone from mega influencers (household names) to meta, micro and nano influencers, with descending follower counts. See our breakdown of the types of influencers to get the full story!
Why do brands host influencer events?
A great event can showcase products, spread awareness, and excite audiences.
Here’s why they’re more popular than ever:
Content creation – Influencers can generate posts, reels, stories, or vlogs about the event. And with thousands or even millions of followers in the wings, it’s a fantastic way to get the word out.
Social proof – With around 70% of customers wanting to buy from brands that align with their values (as per Attitude), brands often use influencer endorsements to build trust and credibility.
A touch of stardom – For many young people, online personalities are the new A-listers. Seeing them at an activation or as part of an experiential event boosts excitement and adds gravitas.
A controlled narrative – Exclusive access (with a public-facing event to come later) allows the brand to control the experience and ensure the early content sends the right message.
How can you plan an influencer event?
Successful influencer events don’t just happen. They take careful planning, which can be laid out in several key steps.
1. Deciding the objective
Are you aiming for reach, engagement, in-store sales, or shared social posts? The answer will shape every other decision, including what the budget should be, and whether or not you go with a launch party or pop-up event.
2. Curating the guest list
You can invite influencers based on follower count, but the best events focus more on brand and audience alignment, e.g. a beauty influencer will be a natural choice if you’re launching a new foundation or lip gloss.
3. Choosing the format
Will it be a pop-up, VIP launch party, or experiential activation with a public element? For brands looking to create impact beyond a single venue, a mobile or doorstep-style activation can bring the experience directly to audiences in multiple locations.
4. Setting the budget
Every influencer event is an investment. Include how much you can spend on the venue, catering, samples if there are any, and a cost for hiring a promotional vehicle if you need one – something our pricing calculator can help with!
5. Following up
Though not technically part of campaign planning, this step is essential if you’re to build partnerships and collabs. See what worked and who supported your brand the best, so you can do even better next time.
Need help getting your marketing event off the ground? See our 6 influencer campaign planning tips for advice!
How to measure success
Influencer events are only as valuable as the results they produce. Consider which of these is most important to your brand...
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How many meaningful interactions were made, in person and online
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The amount of media coverage or earned impressions
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Number of likes, shares, comments or reposts
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If there was a boost in sales, often due to sampling or vouchers
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The volume and effect of influencer posts and user-generated content
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Lasting partnerships, potentially leading to high-impact collabs
However success looks for your brand, be sure to make it clear and measurable. This ensures you can elevate the rate of return (ROI) and how to approach your next influencer event, launch, pop-up, or activation.
Are influencer events right for your brand?
Influencer events work for every sector, from beauty and fashion to food and drink.
They’re ideal when you have a moment you’d like to amplify, such as a launch, rebrand, or activation. So, if building trust and shareable experiences play a role in your marketing, then an influencer event can deliver immediate results!
With the HFSS rules limiting how brands can advertise, influencer content has become even more powerful. Carefully planned posts can keep momentum going and your message visible. See how influencers factor into the HFSS ad ban for more details.
Ready to get inspired?
It all starts with a big idea that puts your brand in the spotlight. To do that, you’ll need to consider what works and how you’ll generate content, for a welcome engagement boost. Inspiration can be hard to come by though, making it hard to get things moving.
That’s where our great list of ideas can help! Each one has proven to deliver massive results and can be brought to life entirely in-house by Promohire.
Click below for some of the best ideas you’ll find online!
