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How to Create a Successful Influencer Marketing Campaign to Promote Virtual Event

As soon as the pandemic hit and in-person gatherings were no longer viable, virtual events quickly gained momentum as the go-to option for businesses to reach their audiences. However, for many orgaizations, the transition wasn't as smooth-sailing as they would have liked.

Photo credit: Freepik

First of all, there was the technical side of things to consider – from setting up the event platform, to ensuring attendees had access and were able to interact with it. On top of this, there was the more difficult task of getting people to show up.

After all, without the appeal of networking with peers or meeting potential business partners face-to-face, getting people excited about a virtual event can be quite the challenge.

Using influencer marketing to promote virtual events

One of the best ways to make sure people show up for your virtual event is to use influencer marketing. With the right influencers on board, you can reach your target audience and create the buzz you need to ensure maximum attendance, which will in turn, increase the success of your virtual event. In fact, a whopping 90% of marketers believe that influencer marketing is effective in achieving their business objectives.

Why influencers?

It's simple, really – influencers have the power to shape people's opinions, reach large audiences and drive conversation around a particular topic or brand. When these influencers are chosen carefully and tasked with promoting a virtual event, they can be incredibly effective in driving engagement and creating awareness about the event. Here's why:
  • Leverage their credibility – Influencers already have an established reputation and it can be used to your advantage when promoting the virtual event. People are more likely to trust an influencer's opinion and it can be a great way to make them interested in attending the event.
  • Reach a wider audience – Influencers often have a large following, so if you partner with the right ones, you can easily reach your target audience and ensure maximum attendance at the event.
  • Boost engagement – Influencers can create content that drives engagement and encourages their followers to take action. For example, they can post Instagram Reels, run a Q&A or poll on Twitter, or create content around the event to generate buzz and excitement.

How to create a successful influencer marketing campaign

Once you've decided to incorporate influencer marketing into your virtual event promotion strategy, the next step is to create a successful campaign. Here are some tips to help you get started:

Do research on your target audience

Knowing your target audience allows you to find the right influencers and create content that resonates with them. Doing comprehensive research on your audience will help you find influencers that align with your brand and understand the needs of your target audience.

Choose your influencers carefully

When selecting influencers, you should be sure to pick the ones that best fit with your brand and target audience. Choose influencers that already have an established following in your industry and authentically engage with them on a regular basis. It's also important to consider the credibility and reputation of the influencers you partner with. If you choose someone who has a negative image, it may reflect badly on your business and event.

In addition, price is likely to be a factor for most businesses, so you want to find a balance between influence and cost to ensure that you get the most bang for your buck. In general, the more followers the influencer has, the more expensive it will be. However, do keep in mind that quality is more important than quantity – you want to make sure that your influencers have an engaged and active following.

Set up a hashtag

Before the event, create a dedicated hashtag to help spread the word and build excitement. Encourage your influencers, attendees, speakers and sponsors to use the hashtag when talking about the event or sharing content. This will help to create a sense of community and give people an easy way to stay updated.

Engage the influencer audience

Now, it's time to get the ball rolling. Ask your influencers to create content around the event and engage with their audiences. This could include sharing visuals, creating polls, hosting Q&As or running giveaways. It's important to be creative and find ways to get people excited about the event.

One of the tricky things with virtual events is that they are free to attend (as opposed to in-person events that require tickets). As such, it can be difficult to engage people as they don't have any "skin in the game," so to speak. That's why it's important to make sure your influencers are incentivizing their audiences to attend the event.

Consider merchandise

Consider creating branded merchandise to add an extra element of fun and engagement. Offer your influencers free swag that they can use in their content or giveaway to their followers. Not only is this a great way to get people interested in the event, but it will also help create more buzz and interest around your brand.

Have the influencer post about the event live

Encourage your influencers to go live on the day of the event. This will help bring a sense of excitement and immediacy, plus it's a great way to get people talking and engaged. Ask them to talk about the event and what they're looking forward to, or ask them to give a sneak peak of some of their content.

Share an event recap

Once the day is done, ask your influencers to share an event recap. They can talk about their favorite moments, highlight any big announcements or discuss their takeaways from the event. This is a great way to ensure that people stay engaged post-event and help make sure the event sticks in their memory.
Final thoughts

Working with influencers can be a great way to increase engagement and attendance at your virtual event. With the right research, selection process and incentives in place, you can ensure that your event is a success and gives a positive boost to your brand.

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