Influencer marketers are leaning into FOMO to cut through the noise
Creators ranging from Substackers to "SNL" stars are jumping off the screen to in-person events, and marketers can't get enough.
Influencer marketers are increasingly relying on the fear of missing out (FOMO) to captivate audiences and stand out in a crowded digital landscape. Brands are discovering the power of in-person events to engage their most loyal fans and generate buzz. As online reach becomes more challenging, marketers are recognizing the value of these real-world interactions.
At Rothy's, Substack writer Erika Veurink's viral article led to a vintage pop-up sale that attracted over 200 people, boosting foot traffic by 75% at one location. Snapple capitalized on the buzz by transforming a decommissioned Staten Island Ferry into a floating comedy club featuring celebrities Colin Jost and Pete Davidson, resulting in around 200 pieces of user-generated content.
The trend of influencer marketers becoming event planners is on the rise, with 53% of marketers planning to collaborate with influencers on events by 2026, according to Linqia's annual survey. While events can provide valuable insights into a creator's audience connection and brand equity, measuring success and ensuring authenticity can be challenging.
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