Influencer marketing shifts to event-led content

As influencer marketing continues to evolve, marketers are seeing a shift from social-only to event-led content, according to a report.

Onalytica’s B2B influencer marketing report said brands are combating the saturated social media landscape by utilising influencers at in-person and online events – but it comes with a hefty price tag.

Kate Keough, director, analyst and influencer relations at data services company Equinix, predicted face-to-face influencer engagement will drive reach and brand awareness in 2024.

“It changes the breadth and depth of every conversation, especially with influencers and their newly developed relationships with company SMEs—it’s much more genuine and authentic,” Keough said.

However, influencers are charging a premium for work requiring personal interaction or significant preparation, such as in-person workshops or live events, the report said.

For brands willing to pay the average £13,500 for an in-person speaking slot, there are vast opportunities for brands to bridge the gap between live engagement and digital content strategies.

There is a shift in influencer preferences, too, with 75% of influencers surveyed seeing the most success and value in event-led partnerships.

“This trend highlights a shift towards more immersive and substantive engagements, reflecting a deeper partnership between brands and influencers to capture audience attention across various platforms,” the report explained.

Danielle Guzman, enterprise head of social media at Marsh McLennan, said brands will do well to prioritise long-term relationships with influencers that allow them the freedom to speak to their community.

“Establishing a core group of trusted voices will also result in their audiences seeing the brand’s name repeatedly, which is a win,” Guzman added.