As Online Reach Gets Harder, Influencer Marketers Are Leaning on FOMO to Break Through the Noise
Events offer a real-world connection
In-person events give brands a way to reach their biggest fans as online customer outreach becomes more difficult. They can also prompt attendees to share content on social media.
Justin Thomas-Copeland, CEO of the American Association of Advertising Agencies, called in-person events “the No. 1 brand equity builder” among channels. At a Snapple event, parent company Keurig Dr Pepper marketer Lindsay Burstein said the night generated about 200 pieces of user-generated content.
More marketers plan events
Interest in events is rising, according to Linqia’s annual survey of marketers. The share planning to work with influencers on events reached 53% for 2026, compared with 34% for 2025.
Some brands use events to serve particular audiences or answer questions about their products. Rothy’s partnered with Substack writer Erika Veurink after her New York Magazine article featuring its shoes went viral, and held a vintage pop-up at a New York City store.
High effort, potential payoff
Goodwipes SVP of marketing Meredith Diehn said the company relies partly on in-person experiences because flushability raises questions for customers. Bilt CMO Zoe Oz called live experiences inefficient and difficult to scale, but said they were “10 times more effective” than the other ways the company had spent money.
Events also carry risks: a misstep or an inauthentic creator partnership can lead to fast-spreading criticism. Burstein said planning Snapple’s comedy event took her “blood, life, sweat, and tears,” despite its eventual success.
Key points
- Linqia found that 53% of marketers planned influencer events for 2026, up from 34% in 2025.
- Snapple’s event produced about 200 pieces of user-generated content, according to Lindsay Burstein.
- Rothy’s held a New York City vintage pop-up with writer Erika Veurink after her article featuring its shoes went viral.
- Marketers say events can be effective, but they require effort and can face criticism if a creator feels inauthentic.