Let us save you some time.
That event campaign that relies on hard-sell marketing?
It’s not going to work…
We know this because, at Eventbrite, we’re social media marketing obsessed.
After hours of analyzing data and split-testing social media ads, we’ve reached a conclusion: Attendees are over ‘being sold.’
Instead, they want genuine connections where someone they trust provides them with recommendations.
Enter *influencer marketing*.
Influencer marketing is revolutionizing brand interaction. In fact, 70% of customers trust influencer’s opinions over traditional celebrity endorsements.
In this article, we’ll explore the true power of micro-influencer marketing, using real-event examples and breaking down the process for securing successful micro-influencer partnerships.
Your complete micro-influencer marketing strategy guide
‘Micro-influencer’ definition and example
Why bigger isn’t always better: The benefits of micro-influencer marketing
How to build a micro-influencer marketing strategy for your event
Examples of event influencer marketing done right
Make micro-influencer marketing part of your event strategy
Ultra Australia / Sidney Myer Music Bowl + Kings Domain / Melbourne, AUS
Micro-influencer definition and example
Micro-influencers are content creators who use social media channels like TikTok and YouTube to share their opinions and personal experiences with a small community of followers.
These mighty micros aren’t quite the Kim K’s of the world. They don’t have millions of followers and aren’t in the game of posting ‘aspirational’ content about their luxury homes or designer wardrobes.
Micro-influencers gain a loyal following with niche communities by building a ‘personal brand’ around being genuine and relatable.
For instance, Danishaleyy (aka your ‘rave best friend’) is a laid-back party-rocker with a passion for electronic dance music (EDM) events.
She comes across as the cool friend you’d go to for all the hot spots in California. Most of Danielle’s content features her speaking direct-to-camera and sharing her ‘unfiltered’ opinions about local events.
Through this approach, Danielle has gained a loyal following of 43.9K fans who use her recommendations to choose which EDM events to attend.
For an event organizer like Stay Silent that hosts ‘wild party events,’ collaborating with Danielle as a promotional event sponsor would be an excellent opportunity to reach an audience of new attendees who are already far along in the buying process (warm traffic).
The power that micro-influencers like Danielle have over niche audiences is the reason why over 80% of marketers have a dedicated influencer marketing budget.
‘Nano, micro, macro…’ What’s the difference between influencers?
There’s a big difference between the five types of influencers, and it all boils down to three things:
- Follower count
- Cost-per-post
- Engagement levels
As a rule of thumb, the larger an influencer’s follower count, the more expensive it is to work with them. For example, a mega-influencer with over one million followers could charge $10,000 per post.
Why? Because one endorsement from a large influencer could mean hundreds of thousands of new eyes on your event brand.
On the other hand, because of their smaller audience size, nano and micro-influencers are on the more affordable end of the scale.
However, while you may not get as wide a reach, you do gain access to an ‘undiluted audience,’ which can lead to a higher return on investment (ROI).
In fact, micro-influencer marketing generates around 25–50% engagement rates per post, whereas mega-influencers only receive about 5%.
So *drum roll please*…. here’s what we recommend.
The ‘multi-tiered’ influencer marketing approach
Use a macro-influencer marketing campaign to increase awareness and generate hype around your event, and then use a killer micro-influencer marketing strategy to convert new audiences into paying customers (and recurring attendees.)
For instance, New York event organizer City Elite Group (CEG) could include a multi-tier influencer campaign into their event marketing strategy by using:
- Macro and mega-influencers: Investing in one to two macro-influencers, like Amelia Olivia, would maximize their event’s visibility. CEG could pitch a promotional package with Amelia by including their event on her ‘top five places to visit when in New York’ list.
- Mid-tier influencers: Utilizing mid-tier influencers like Katie Romero, who knows how to use popular TikTok trends and has a large enough following, could boost traffic and brand awareness. That would help CEG get more eyes on their events.
- Micro-influencers: Rolling out micro-influencer marketing could help CEG target localized audiences who are actively interested in events like the ones they organize. They could work with a number of micro-influencers like Linda Guyen Lee, ‘your NYC bestie,’ who shares her hot tips on the best experiences in NYC, to reach their target demographic through authentic endorsements.
- Nano-influencers: Working with 10+ nano influencers in the New York region, like Calli Ferguson, who creates ‘day in my life’ TikTok videos and recommends fun activities in NYC, could help cultivate hype without making a huge dent in their marketing budget.
The result of this social media strategy? More ticket sales, more engagement, and more recurring attendees.
Powerblouse / Juanita MORE! / San Francisco, CA
Why bigger isn’t always better: The benefits of micro-influencer marketing
We know what you’re thinking: That plan for CEG looks amazing… but expensive.
Here’s the good news: You don’t need to go big every time.
Influencers with larger followings will help boost awareness, but it’s your smaller influencer campaign that’ll drive real results.
Micro-influencers, with their smaller yet hyperlocal and engaged communities, have a stronger chance of converting viewers into attendees. That’s why 69% of marketers work with nano and micro-influencers above macro-influencers and celebrities.
In short: Micro-influencers are a powerful way to reach new audiences and sell more tickets for less money.
More effective trust transfers
A ‘trust transfer’ is when a person begins trusting a brand or product because it’s endorsed by a party they already trust.
Basically, if a potential attendee doesn’t feel a personal connection with the influencer endorsing your event, there’s a very slim chance they’ll purchase a ticket.
In a time when loneliness is a public health epidemic, people are looking for authentic influencers’ opinions rather than celebrities because they feel more like friends.
And that’s exactly where micro-influencers shine.
As micro-influencers maintain intimate relationships with their very engaged audiences, people hear about your event from a source they trust.
This ultimately leads to a more effective trust transfer and a higher conversion rate.
Better return on investment (ROI)
Micro-influencers have a stronger ROI than those with massive followings because you get ‘more bang for your buck.’
A recent report found that only 41.6% of payments for influencers are monetary, meaning that a discounted collab fee is much more likely when working with a smaller creator.
The best way to dictate how your ROI is performing is by tracking your results. With the handy marketing tools offered by Eventbrite, you can examine key performance indicators like ticket sale numbers to see what kind of impact your micro-influencer marketing campaign has on your bottom line.
Plus, you can also use unique tracking links to find out what platforms lead to higher conversions.
Start using real-time event data.
Highly targeted traffic
The reality is that there’s no way to guarantee all influencers with huge followings are legit.
In fact, 45.32% of Instagram influencers are involved in fraudulent activity that inflates their follower count. Even though they have millions of followers, they have incredibly low audience engagement rates.
You could be stuck paying $10,000+ for a post that doesn’t lead to a single conversion.
On the other hand, micro-influencers’ targeted audience, which is usually in a specific niche or geographical location, makes them a great fit if you’re promoting an event in a specific city or to fans of a unique music genre.
Ultimately, micro-influencers drive the power of word-of-mouth marketing at scale. They know their audience better than anyone and have the ability to tell stories about your events that will turn their followers into your fans.
SoulfulofNoise / Soulful Sundays / Los Angeles, CA
How to build a micro-influencer marketing strategy for your event
When done right, micro-influencer partnerships can deeply impact your event’s success.
Make sure your strategy is solid from the start by following the micro-influencer marketing approach below.
1. Pinpoint your objectives
You’re most likely looking to create awareness with your micro-influencer marketing campaign and use it as a stepping stone to selling tickets. But what about increasing online visibility, reaching new markets, and encouraging consumer loyalty?
Writing these goals on paper will help you better understand which audience you need to tap into before investing in the wrong one.
Consider:
- If it’s beneficial to collaborate with a smaller influencer over the long-term or with a larger influencer in a one-off partnership
- If you want an influencer to subtly market your content or if you prefer them to explicitly recommend your event
Remember that effective micro-influencer marketing helps turn influencer fans into event attendees. So look beyond the immediate impact of your influencer marketing campaign when pinpointing your objectives.
For example, an event organizer like GBH could expand their regular attendee list by reaching audiences in niche music communities through an influencer like DJ Meikee Magnetic.
2. Find the right micro-influencers
The best place to find micro-influencers is at the source: social media platforms.
Start by looking close to home and getting a feel for what type of content creators the algorithm recommends. For example, look on your official event Instagram page and see which influencers are on your feed and ‘explore’ page.
From here, use ‘hashtag research’ to find what micro-influencers are popular with your audience demographic. You can do this by searching a keyword associated with your event brand in the TikTok or Instagram search bar.
Make a list of five to 10 hashtags specific to your event brand, and do a deep-dive search across platforms.
If an influencer keeps coming up, they might be a great option.
With this process, you can determine what kind of micro-influencers you’re looking for, what kind of content they create, and where they share it.
From here, it’s a case of selection and omission. Go through each option and evaluate their profile against the following criteria:
- Post regularity: Check whether the influencer is highly active or unpredictable. You can do this by checking if the time stamps on their posts follow a regular pattern or if they’re sporadic.
- Engagement levels: Look through their social media posts from the past 10–20 weeks and compare the number of comments and likes they receive to their follower count to determine if their follower base engages with the content they post.
- Brand reputation: Put on your detective cap and investigate what comments fans leave on influencers’ posts. Pay close attention to any affiliate marketing or brand collab content to help gauge whether a partnership will be profitable.
Remember that your reputation is also on the line when collaborating with micro-influencers. You’ll want to ensure that the values and ‘vibe’ of the influencer you choose align with the perception of the event brand that you’re trying to create.
For instance, House of Yes is an event organizer that uses edgy social media marketing with tons of flare. So collaborating with a straight-edged influencer with ‘safe’ content wouldn’t be wise.
If this process seems too time-consuming, you can always invest in an influencer marketing platform like influData or Modash. These tools can help you identify micro-influencers, shape your strategy, and take the hard work of finding an influencer out of your hands.
3. Assess your unique value proposition
While you’re assessing the value a micro-influencer will bring to your event business, they’re examining what you bring to the table.
With the growing popularity of micro-influencer marketing, these social media users are continuously bombarded with brand offers. You must be armed with a strong (and unique) value proposition to stand out.
We aren’t just talking about money or discount codes. What makes you so special that attendees will want to buy tickets to your event?
Remember that you add to your brand’s aesthetic every time you post on social media.
Therefore, the trick is to post with intention.
Using your socials as a ‘proof of concept’ that has a strong sense of who you are will make catching a unicorn (a great mighty micro) more doable.
For example, Nonsense ATL uses heavy-flash photography and 80s film grain filters on their Insta-page. This visual style shows their unique style and proves that they host cool events.
See how we said ‘shows’ and ‘proves’ instead of ‘tells’?
To help showcase your brand personality on your socials:
- Work with a photographer with an avante-garde style
- Reply with a video on TikTok
- Use a self-deprecating tone in your descriptions
Remember that micro-influencers feel the same protectiveness over their community as you feel toward yours. They won’t expose their audience to something they don’t genuinely support. Therefore, it’s your job to make them believe in your brand.
4. Formulate an offer
Once you’ve found the right micro-influencer, the next step is to contact them and pitch them an offer they can’t refuse.
You’ll first want to check if the influencer has specified a preferred mode of communication, like an email address. You’ll normally find this in the description section.
If they haven’t provided any info, send a DM to their most used active social platform.
When approaching influencers, there are two ways to go about it:
- Introduce yourself, ask influencers for their rates, and then propose a package deal
- Pitch a package deal based on your event budget, but specify that you’re open to negotiation
Either way, it’s totally your call — just remember that first impressions matter. You want to come across as a considerate and authentic brand, not someone looking to ‘rip off the little guy.’
Here are some ‘green flags’ and ‘red flags’ that can make you look like a trustworthy partner or a ‘brand to avoid at all costs.’
Green flags:
- Giving influencers autonomy over how they create their content
- Maintaining open and honest communication
- Providing testimonials from other influencers that demonstrate your credibility
Red flags:
- Disrespecting influencer rates
- Imposing a strict script that restricts the influencer’s creative style or voice
- Initiating contact and then failing to respond within one to two business days
Providing micro-influencers with experiences such as VIP passes or exclusive parties instead of monetary payment is a great way to generate earned media to maximize your message’s impact.
For example, a larger event organizer like Run The City LLC might offer a micro-influencer a season pass ticket to all their summer events in exchange for creating and posting five to six honest reviews and POV posts about their experience.
However, remember that building a personal relationship and aiming for a long-term partnership are important. So you need to ensure that a micro-influencer feels they have the freedom to create content and grow with you over time.
5. Approach more than one micro-influencer
A successful micro-influencer marketing strategy is a bit like dating: it’s all a numbers game.
Approaching more than one micro-influencer will create the best possible reach and impact.
We recommend using what we call the ‘nothing below 10’ rule — a system where you have to contact 10 times more influencers than your target number.
For instance, do you want to collab with three influencers? Contact 30 options. Looking for six? Then it’s sixty.
Sure, it’s a simple system, but it works wonders.
You can also venture outside of popular social platforms like Instagram and TikTok, and explore more community-based options, like:
Giving yourself options means you have the luxury of being selective — you don’t have to work with any influencer who accepts your offer.
CVLTVRE Magazine Presents / Tropico Disco Pool Party / Los Angeles, CA
Examples of event influencer marketing done right
Still unconvinced that creating an effective micro-influencer marketing strategy is a great event promotion idea? Well, maybe these two very inspiring examples below will change your mind.
Rave Party (and Somewhere Nowhere NYC)
Somewhere Nowhere NYC’s recent collab with Rave.nyc exemplifies how working with a micro-influencer in a specific niche can lead to higher ticket registrations.
The promotional campaign:
- Builds a vibe around the event through ‘quick-cut’ editing and pulls on viewers’ FOMO heart-strings
- Uses a direct call-to-action (CTA) in the video’s description and offers a special discount code to commenters
The result? Nearly 200 comments from people tagging their friends, asking for the discount code, or enquiring about how to purchase tickets.
Not a bad return for the price of one TikTok 😉.
Isaac Hindin-Miller (and every event he promotes)
Isaac Hindin-Miller is an influencer known for conducting street interviews with anyone from random strangers to music legends. Being mentioned in Isaac’s content has become the ‘ultimate stamp of approval.’
Some signs of whether a micro-influencer has the ‘Isaac’ factor:
- Recurring themes, intros, or aesthetics instantly recognizable to fans
- Share ‘inside jokes’ with their community
Isaac is proof that working with a micro-influencer who oozes charm and has a unique approach to content creation is the ‘ultimate power move.’
Make micro-influencer marketing part of your event strategy
This is it. You’re holding the treasure chest that contains the secret to high conversion rates and recurring attendees, and we’re handing you the key.
But be warned.
Once you open the lid the power of micro-influencer marketing will be unleashed, and you’ll forget all about wasting thousands of dollars on hard-sell marketing.
Your only focus will be on building a killer micro-influencer marketing campaign, with the help of your trusted event management tool — Eventbrite.
At Eventbrite, we arm each event organizer with unique tracking links, reports, and graphs of real-time data insights so that when you get out on the social media battle, you know exactly what to do.
