Influencer marketing has evolved since the early days of social media. It’s no longer just about paying an influencer to share a static post where the audience is simply a viewer.
Smart brands want their audience as participants and not just observers.
Brands are now collaborating with creators who host events: live events, live stream video shows, podcasts, on YouTube, Spotify, etc. Event and experiential marketing are becoming the go-to strategies for building trust, audience engagement and brand growth.
Brands are finding ways to interact more with their audiences and to make their brands a part of their audiences’ lives. This trend of creating experiences and having a ‘conversation’ with their audiences, is something we’ve written about before.
Static posts don’t do it anymore for audiences. For a brand to become meaningful to audiences, audiences want engagement, participation and dialogue.
Brands want more from influencers. They’re looking for creators who engage their audiences. Influencers, creators who can create meaningful, valuable events and experiences for brands will be in demand.
Influencers and creators need to level up on event/experiential marketing. Because that’s where the action is headed.
It’s also about owning the IP around these events. Live events, podcasts and videos shows can become brands themselves and they are a platform where the creator and brands collaborate. This is another trend we’re noticing.
Brands: what more do you want from influencers and creators? Influencers and creators: what are doing to provide more value to brands?
For more insights into event marketing, get EVENT MARKETING: Ideas, Insights and Strategies: the guide for creators, brands and marketers on how to leverage events to build trust, grow your audience, and create brand ambassadors.
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