The Role Of Influencers In Event Promotion

Event season is all about prioritising attendance metrics through various forms of event promotion. 

Within the last decade, as influencers and bloggers were only just beginning to step onto the scene, event promotion often overlooked their power and clients were incredibly hesitant to put creators onto red carpets. Fast forward several years and influencers are now at the forefront of event promotion, hosting red carpet interviews for the likes of Vogue at the Met Gala and the Oscars.

The implementation of influencer event promotion has disrupted traditional ways of working with digital talent by moving beyond the social media space. Though a continued focus on A-list celebrities highlight’s event season’s premium approach, brands are starting to realise that ceremony reach now expands beyond ball gowns.

Of all the ceremonies decorating the award season’s roster each year, one in particular has consistently leveraged influencer event promotion, resulting in a solidified brand identity. 

The Cannes Film Festival. 

Allowing influencer activations to take place here reflect the event’s potential for brands looking to explore the atmosphere of the French Riviera. Let’s take a look at the brands most likely to succeed here.

EVENT PROMOTION AT THE CANNES FILM FESTIVAL

The brands who succeed at the Cannes Film Festival are those who look beyond product placement strategies and more towards storytelling.

Influencers are natural storytellers, leveraging their anecdotal skills to make sales and drive conversions on social media. By creating narratives around the allure of the Cannes experience, and the brands whose values and aesthetic align, these creators are able to bridge the gap between brands and their target audience. 

Not only is a storytelling approach incredibly apt for influencer event promotion at a film festival, but it also ensures that brands are keeping up with the ever-changing consumer demands from the influencer marketing industry. Today, authenticity drives sales and what better way to adhere to this than through anecdotes from their favourite creators? In the TikTok below, L’Oréal has managed to generate a sense of luxury around the Cannes experience by leveraging influencer Molly Mae’s content. The GRWM style allows her to bring her audience along to an experience they otherwise wouldn’t get, further boosting L’Oréal’s dedication to accessibility.

@mollymaehague

GRWM for Cannes film festival🎥 #fyp #hair #cannes @L’Oréal Paris AD

♬ Yasashi – CXSPER

For high-fashion brands, the established relationship with the film industry has only enhanced over the years, with more fashion houses using film production to engage their agendas. This then translates into successful event promotion on the red carpet by having these fashion maisons dress actors, influencers and hosts for the red carpet, as seen below with Alejandro Zwartendijk being dressed by GCDS.

Leveraging this exclusive and luxurious connection with established brands within various industries, Cannes presents itself as a marketing playground for brands wanting to tap into a different spectrum of consumers through event promotion. But investing in an entertainment-based business model isn’t always easy, so what should brands bear in mind when running their event promotion strategies?

STEPS TO LEVERAGE INFLUENCERS IN EVENT PROMOTION

Initiate contact and negotiate the terms

Once you’ve chosen the right influencer, you can begin negotiations. What a brand offers an influencer can vary greatly, from free products or services, to commission payments based on sales generated by their socials. Brands can also offer free tickets to the events for the creators to give away to their followers.

Incorporate influencers into event planning

Consider leveraging the influencers you have pre-established, long-term relationships with to help out with event planning, as they know how best to appeal to their audience during the event season. This holds true for both in-person and virtual events. For example, they may suggest a webinar if they know their audience prefers more informative content. 

Use influencers to connect with and nurture potential participants

Whether an influencer is brought on board for event promotion or brand promotion, you are extending your business’s reach. That doesn’t just mean to new audiences, but also new creators. Creators you can then consider inviting to future events.

When it comes to event promotion, using influencers gives you the opportunity to connect with potential participants in the event. The influencer might post organic content to do with their time at the events you’ve invited them to, granting you access to a new audience who can then be encouraged to become part of your messaging ecosystem later down the line.

Provide live coverage and promote engagement

Modern technology allows for various ways to livestream your brand’s presence at an event. For example, TikTok and Instagram Lives are often leveraged by brands for live coverage of the influencers leading red carpet interviews or signed talent making their red carpet debut. This generates a feeling of inclusion among a brand’s audience, as they are granted access to in-the-moment happenings at an event oftentimes reserved for the elite.

Having influencers host the live coverage is a great way to bring two audiences together. Amalgamating the two not only increases your audience, but also helps reach higher levels of engagement.

@rachleary

Joel Corry 🤝🏼 a cheeky nandos x (FULL INTERVIEW) let’s get to know @joelcorry at@bbcradio1 big weekend!! 💿 #fyp #foryou #interview #joelcorry #funny #nandos

♬ original sound – Rachel Leary – Rachel Leary

Execute post-event activities

It can be helpful to follow up on an event while it’s still fresh in your audience’s minds. There are a number of ways to do this. From a marketing perspective, you could create an email campaign for those who attended (or viewed) with a special offer inside that is exclusive to them.

Maintain relationships with influencers

If your post-evaluation and data reveals an improvement in engagement and key metrics, thanks to leveraging influencers during event promotion, then you will want that relationship to continue.

To build this long-lasting relationship, you’ll want to ensure influencers feel invested in your brand even during periods of quiet. For example, if you launch a new product or service, ensure they are among the first people to be notified and test it out. Ultimately, if they feel valued, they will continue promoting your brand to their audience. 

In conclusion, leveraging influencers for event promotion at high-profile ceremonies like the Met Gala and Golden Globes offers brands unparalleled reach and engagement. By tapping into this dynamic marketing strategy, brands can amplify their presence, connect with wider audiences, and create memorable, impactful experiences that resonate long after the event ends.

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