Events are back.
But not in the “let’s throw a party and hope it gets posted” way. We’ve been running live events for a festival since 2016. Here’s a few of our thoughts on the “right nows”.
The expectation now is:
If you’re asking people to show up in person, it better mean something.
What modern audiences want from events
intimacy over crowds
meaning over spectacle
experience over programming
real connection over forced networking
What brands should prioritize
1) A clear event purpose
Not just “awareness.”
Try:
community building
brand education
partnership development
relationship deepening
2) Content strategy built-in
If your event doesn’t have a content plan, you’re leaving half the ROI on the table.
3) The afterglow
The best events have a second life:
recap video
photos
press outreach
social story arc
follow-up email campaign