An event’s guest list may include VIPs, honorees, industry insiders, media, and plus-ones. But what about influencers? Depending on the type of event you’re hosting, adding some social media creators—whether that’s Instagram influencers, YouTubers, or TikTok stars—to the invite list might make strategic sense.
Companies and brands invite influencers and content creators to their events to help expand social reach, amplify their message, and engage the target audience. Partnering with influencers who align with your event’s values and themes can create positive buzz, plus their association can also amp up the cool factor.
But their inclusion isn’t always necessary. In fact, it could be downright distracting or misaligned with the event’s goals in some cases. So, first, you’ll want to consider if including influencers is right for your event. Take into consideration the expected ROIs, and the value influencers can realistically bring. Here are some questions to think about:
This isn’t an exhaustive list (as you know, we can ask strategic questions all day!) but it will help get you on the right track. If you decide to include influencers in your event—whether as an attendee, panelist, speaker, host, or even an MC—here are some things to keep in mind, including practical guidance, possible challenges, and effective strategies.
Let them influence
Prominent influencers within a specific industry or category can be an asset in terms of pre- and post-event marketing. For example, if you’re trying to register more attendees, influencers can promote the event in advance and share info and links on their social media accounts, potentially drawing new eyes and creating a sense of FOMO for those who may be on the fence about attending.
Following the event, content creators and influencers can offer video recaps and rely their insights, potentially generating interest for the next event or brand in general.
Consider the cost
Some influencers may charge an appearance fee or require payment for posting to their accounts. And just like a speaker or special guest, there may be travel expenses involved. So treat it like any other line item in your budget: figure out the ROI.
To keep costs down, you might also be able to offer some form of reciprocality and provide a product or service to the influencer in exchange for their participation.
Choose the right influencer
Bigger isn’t always better when choosing an influencer. There are four main tiers to the influencer hierarchy: nano influencers (1,000-10,000 followers), micro influencers (10,000-100,000 followers), macro influencers (100,000-1 million followers), and mega influencers (1 million-plus followers).
And depending on your goals, one tier might work better than another. For example, if you’re looking to drive awareness at scale, shoot for macro or mega influencers. But a hyper-local micro influencer with a niche following might be a better fit for your event. Their smaller, loyal follower base usually makes a much bigger impact on engagement and comes at a more affordable rate as compared to macro influencers.
Outline their duties
On a similar note, when inviting an influencer to an event, whether as an attendee, speaker, or panelist, make sure to outline expectations. Lay out clear terms of deliverables and timelines.
For example, do they need to be on site for a certain number of hours? Are they expected to interact with guests? How many social media posts should they share before, during, and after the event? What’s the required length of the posts and how long will they remain posted on the specified platforms?
Measure influencer ROI
Track key performance indicators across three areas: ticket sales and attribution (e.g. direct sales through codes and website traffic via links), social media impact (think engagement rates, hashtag usage and reach, and follower growth); and brand awareness (via media impressions).
Give them something to talk about
Just like an attendee, the invited influencer should be excited about the experience and in turn feel compelled to post content organically. This not only benefits you but their followers as well. To encourage this, consider installing an on-site content studio for filming to help facilitate their content creation, or offer opportunities for them to interview company executives, speakers, or attendees.
Conclusion
Influencer marketing—when brands partner with online creators to endorse or promote products and services to their followers—doesn’t just apply to TikTok videos. It also stretches to events. An effective strategy includes knowing when and how to include influencers and content creators and harnessing their clout to your advantage.
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