If there’s one thing brands should embrace more than almost anything, it’s social media. And if there’s one strategy brands can use to leverage social media, it’s experiential marketing.
Think about it.
What did you do when you attended that music festival with all your friends last weekend? I’m guessing you probably posted a couple status updates about all the rad bands you saw. And what about that time you tried the new burger joint down the street? Did you snap a pic of your food and share it on Instagram? Or remember that time you sent a snap story after vacationing in the Bahamas? You probably made your pals jealous, but it’s fine – sharing our experiences on social media is normal, natural, and instinctual.
As humans, we want to tell our friends and family about all the fun things we do; we’re naturally inclined to share moments from our life, especially when those moments make our life seem more interesting. In fact, 98% of consumers create digital or social content at events and experiences, and 100% of those consumers share that content on their social channels*.
That’s why experiential marketing is so effective. At its core, it’s a forum to produce memorable experiences for consumers to connect with and relate to brands. But hidden beneath the surface is a beneficial domino effect that does loads of work for brands. The event itself kick-starts the movement, but the consumers who engage with the event continue to share their experience long after the event concludes, spreading brand awareness while generating a chorus of social chatter.
Whether it’s in the form of a post, picture, video, or tweet, moments from experiential marketing activations are captured and shared like wildfire. Which ultimately creates a boatload of authentic content for a brand’s website, social channels, and more.
*Statistic courtesy of Event Marketer’s Event Track Executive Summary 2016