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A Guide to Influencer Marketing for Events

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Need help filling seats at your upcoming event? You’re not alone. Grabbing your target audience’s attention is not always as easy as it seems. But what if there was a way to tap into a network of trusted voices ready to spread the word about your event to their engaged followers? Enter influencer marketing for events: the not-so-secret weapon in your promotion strategy. By partnering with the right influencers, you can expand your reach, boost credibility, and drive ticket sales.

We get it—Fyre Festival was a complete disaster. It’s a prime example of how not to handle event promotion.

Here’s what you should be doing! 

The Basics of Influencer Marketing for Events 

Types of Influencers

There are so many different influencers out there, each with their own flair and audience. Knowing the different types of influencers can help you pick the best ones for your event marketing plan.

Micro-Influencers

Micro-influencers usually have a smaller but super-engaged following, between 1,000 and 100,000 followers. They often focus on specific niches like fashion, beauty, fitness, or tech. You name it, and there will be an influencer for it. Teaming up with them can be a budget-friendly way to connect with a targeted audience that matches your target market. 

Macro-Influencers

Macro-influencers have a big following, typically anywhere from 100,000 to 1 million followers. They cast a wider net and can connect you with a diverse group of people. Their feeds usually mix sponsored posts with personal updates, making their endorsements feel more genuine and relatable.

Celebrity Influencers

Celebrity influencers are famous faces from entertainment, sports, or business who can really stir up excitement about your event. Think of someone like Stacey Solomon or Mark Wright. They’ve got massive followings and can draw a lot of attention. Just a heads-up—bringing them on board can be pretty costly, and their endorsements might not always feel as personal or authentic compared to smaller influencers. 

Benefits of Influencer Marketing for Events

Benefits of Influencer Marketing for Events

Bringing influencers into your event plan can be a game-changer. Here’s how:

  • Boosted Visibility: Influencers can get the word out to their engaged followers, giving your event some serious exposure.
  • Targeted Reach: Teaming up with influencers who match your event’s vibe means you’ll connect with people who are genuinely interested in what you’re offering.
  • Added Credibility: Since influencers have already earned their followers’ trust, their support can lend your event and brand a nice boost of credibility.
  • High-quality Content: Influencers are pros at creating eye-catching, engaging content that can highlight your event in a different way.
  • Ongoing Partnerships: Cultivating relationships with influencers can lead to long-term collaborations, which means continued benefits for your brand beyond just one event.

How to Work with Influencers for Event Promotion

Step 1: Find the Perfect Influencers for Your Event

To maximise the impact of your influencer marketing efforts, it’s essential to collaborate with influencers whose content and audience align with your event’s theme and target demographics. For instance, enlisting a well-known male fitness influencer who focuses on bodybuilding to promote the launch of a new lipstick range by a popular cosmetic company would likely miss the mark. Although it might be possible to find a creative angle, you would be targeting the wrong audience. Instead, it would be wise to collaborate with influencers like @mikaylanogueira on TikTok or @rebekaheller on Instagram.

Tip: When evaluating potential influencers, focus on their engagement rates rather than solely on their follower count. Micro-influencers with highly engaged audiences can often drive more genuine interest and ticket sales than macro-influencers with millions of followers but lower engagement.

Analysing Audience Demographics

To ensure your event resonates with the influencer’s audience, analyse their demographics using tools like ViralMango. Look for influencers whose audience matches your target attendee profile in terms of age, location, and interests. This alignment is key in influencer marketing for events.

Step 2: Create an Irresistible Influencer Pitch

Once you’ve got your list of potential influencers, it’s time to reach out with a pitch that stands out. Influencers get so many offers for partnerships, so you need to grab their attention and show them why partnering with you is a win-win. Personalise each email by mentioning specific content you love or how their unique style fits perfectly with your event.

Make sure to highlight what’s in it for them and their audience. Talk about the insights, networking opportunities, or hands-on experiences your event can offer their following. Throw in some exclusive perks like VIP access, speaking spots, or behind-the-scenes content creation to make the offer even more enticing.

Social Proof

If possible, include social proof from past successful influencer collaborations or attendee testimonials. Showcasing the impact of your previous events can help influencers visualise the potential benefits of partnering with you.

Step 3: Provide Influencers with Great Event Content to Share

To make things simple:

  1. Give your influencers eye-catching and shareable assets.
  2. Create a collection of graphics and videos that highlight the best parts of your event—think key speakers if you have any, main attractions, and unique perks.
  3. Make sure these assets are visually stunning, fit your brand, but will also work well with their aesthetic.

Next, come up with a catchy and relevant event hashtag. It should be short, memorable, and tie into your event’s theme. Encourage influencers to use this hashtag in their posts to keep the conversation unified. 

To keep the message consistent, give influencers pre-written social media posts that they could use. These should cover the event’s key details like date, time, location, and where to register, along with compelling reasons to attend. This way, their posts will align perfectly with your marketing strategy and effectively convey the event’s value to their followers.

Tip: When working with influencers, giving them some creative control is essential. You want their posts to sound natural and authentic, not like they’re straight from your brand. Let their followers hear the voice of the person they follow. 

Step 4: Motivate Influencers to Boost Event Sign-Ups

So, you’ve got your influencers lined up and ready to share the event, but let’s take it a step further. To really get them motivated, give them a little something extra to work with. One great way to do this is by using affiliate links or special discount codes that they can share with their followers. Make sure these links or codes are unique to each influencer so you can easily track their success.

To keep them enthusiastic, set up a rewards system where influencers earn more perks based on the number of people they bring in. For instance, if an influencer gets 50 people to sign up, they can get some guest tickets to the event. Hit 100, and they could be in for a cash bonus or an exclusive brand partnership. Let them know what they’re working towards and update them on their progress.

And don’t forget to give a shoutout to your top performers! Highlight them on your event’s website, social media, or even at the event itself. A little public recognition can go a long way in showing your appreciation.

Step 5: Maintain Good Relationships with Influencers

Influencer marketing for events isn’t just a one-off strategy; it’s all about creating genuine, lasting relationships. To keep these connections strong, interact with your target influencers’ content often. Like, comment, and share their posts to show interest. Offer thoughtful feedback and start conversations to show you appreciate their work.

Think about inviting influencers to exclusive pre-event activities or behind-the-scenes tours. Giving them a sneak peek can add a personal touch, making them more likely to promote your event authentically.

Keeping in Touch After the Event

Once your event wraps up, staying in touch with the influencers who helped promote it is a great idea. Share some event highlights, attendee feedback, and key takeaways to show how much their involvement meant. Keeping these relationships warm can set the stage for future collaborations and continued support for your brand.

Conclusion

So, there you have it—a straightforward guide to influencer marketing for events. By carefully selecting the right influencers and crafting a genuine, appealing pitch, you can amplify your event’s reach and impact. Remember, it’s not just about filling seats; it’s about building relationships and creating buzz. Embrace the creativity and authenticity influencers bring to the table, and you’ll set your event up for success.

Recommended read: 7 Simple Ways to Use Social Media for Maximum Event Exposure

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