How to gauge event influencer marketing success

Following our snöball education: using speakers to market your eventchoosing the right influencer, and exploring why sponsors aren’t doing more to market your event, we put our minds to gauging the success of influencer marketing.

Our friends at the event marketing company swear by being SMART. That is to say, ensuring the goals for their campaigns are:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Time-bound

In relation to influencer marketing campaign, ensure you activate specific networks of stakeholders, have a measurable evaluation process of success and review the size of the network you are hoping to engage to ensure it is attainable and realistic. Finally, all events have a start and end point, therefore, so do their campaigns.

Additionally, building and nurturing long-term relationships with your influencers will reap more benefits for your event: ROI grows with these relationships and can be proven with data and insights accumulated over time.

Influencers can also be created out of event attendees. Influencers that actually engage with and take part in your event produce authentic content (e.g. photos and social posts, etc.)

Giveaways and gamification are an effective form of influencer marketing. Gamification offers a competitive element to your event that mobilises your influencers into action. Giveaways, such as granting free tickets, gets your influencers involved before the event has even begun and you can be sure they have a genuine enthusiasm about attending.

Affiliate sales works by encouraging others to sell tickets on your behalf and offering commission on how successful they are. It is, however, vital that you have a reliable tracking process in place to learn where the conversions come from.

The content for this article was provided by snöball’s ‘Complete and ONLY Guide to Event Influencer Marketing’.

This content is sponsored by snöball.

Molly joined the editorial team in March 2019. She has several years’ experience working in broadcast and journalism, as well as marketing and PR. Past experience includes working for the BBC and independent publishing houses. If you have a story you think Molly might be interested in, please email: