Trendsetters, brand ambassadors, celebrities, famous personalities, experts… we all love to follow them and we are familiar with the kind of impact they can have on their followers. Modern-day marketing has coined a new term for them — Influencers.

Influencer Marketing — what seemed like a buzzword till about a few years ago is now a well-established form of marketing, with more reputed brands investing in this channel than ever before. Simply defined, influencer marketing is more like word-of-mouth marketing over digital and social media, only more professionally done and with measurable results.

A big reason behind the surge in popularity of influencer marketing has been the effectiveness of this channel.

A recent study by TapInfluence determined that the ROI for influencer marketing is roughly 11 times greater than that of traditional advertising. Another study from Nielsen found that more than 92% of consumers around the world would rather trust earned media such as word-of-mouth and recommendations from peers, friends and family than other forms of paid advertising.

In a world where digital advertising is increasingly being seen as intrusive and ad-block tools are gaining popularity, influencer marketing, when properly done, lends authenticity to messages on the back of the relationship that influencers have with their followers. This is important in today’s socially-connected world where a brand’s key messages must find ways to rise above the noise.

For marketing managers and event managers, these statistics and qualities make influencer marketing the key to a goldmine of highly-targeted and engaged audiences. Influencers can help attract demographics which other forms of marketing might not be able to engage – those who rely on credible word of mouth.

The events industry, more than any other industry, has always utilised influencers for event marketing – even before the term “influencer” was coined. Having people other people want to see and meet, present at your event, is a timeless tactic for selling tickets and filling event spaces.

Influencer marketing offers a multitude of benefits if you are an event marketer. With relevant influencers at your event, you can cover a wider, yet targeted audience. Here’s VidCon activating Tyler Spookley’s highly-engaged audience by having him in a Q&A session during the conference.

An increasing number of event marketers are finding influencer marketing to be an effective tactic for powering brand awareness strategies, leveraging expert content creators for promotions, building authentic relationships with audiences, and circumventing the perceived intrusiveness of paid display advertising.

What are your thoughts on influencer marketing and how has your experience with influencers been so far? We would love to hear from you. Get in touch with us at

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