You can’t just hand comped tickets to local influencers in hopes of generating more sales and social media buzz. A single instagram story rarely drives ticket sales and leaves promoters with empty venues. To turn digital engagement into actual revenue, you must stop treating influencers as just guest list ad ons and start managing them as performance driven sales partners. People will not buy a ticket because some big influencer posted a singular picture in their story. They trust locals who show them what an unmissable night looks like.
Prioritize micro influencers over mass followers. A big creator with over 200,000 followers might look impressive however the possibility of their followers living in your city is low and their costs are high. Instead partner with local micro influencers whose online image aligns with your brand. This way followers are more likely to trust their recommendations and are actively looking at their page for weekend plans, resulting in a higher conversion rate at checkout for a fraction of the cost.
Offer content worthy access, not just free entry
If you send an influencer a general admission ticket, you should be expecting just standard content. To generate the fear of missing out (FOMO) among their audience, give creators the opportunity to film something cool and exciting. Giving them early entry, side stage viewing access, soundcheck and backstage passes, or a dedicated VIP lounge. This makes the creator excited and willing to film more high quality content for your event and their page. Their followers are viewing an elevated experience that they would want to experience for themselves at the next show.
So how do you know if influencer marketing is really working? Stop guessing which creator actually sold tickets. Assign a custom tracking link and unique discount code for every partner. Holding influencers accountable and tying the perks you are giving them directly to their ticket sales can encourage influencers to provide the best content possible. With affiliate marketing influencers get a commission based on how many tickets they sell. So not only are you rewarding them with this VIP event experience but you are also motivating them to reach out to more people by rewarding them with some cash. Fans are also rewarded with a unique discount, even if it’s only 10% off or $10 off. With AdmitONE, you are able to create custom affiliate links, track conversions in real time and monitor individual creator ROI directly from your dashboard. When an influencer drives a new fan to your checkout page, you have ownership of 100% of that data. This means that every new fan you gain from an influencer campaign, you get the opportunity to keep and make them a permanent part of your venue’s marketing list so you can reach out to them for future shows and events.
Timely content
Post timing can make or break an influencer campaign. Random posts mid week will not drive impulse ticket sales. Make sure you have a set schedule with your influencer on when they should have their posts go live in order to capture buyers effectively. 24 hours before the first presale to build anticipation, 48 hours before the show to capture last minute buyers and those who experience FOMO. A good majority of concert tickets are purchased 24 hours prior to doors opening. That is why it is important to push for sales during that window. Giving influencers the ability to provide a last minute code for those buying tickets the night before. This will give fans the final push to purchase their tickets.
Using micro influencers is the most direct event promotion strategy for building a community before doors even open. Connect with your audience and build your community so you do not have to go through the customer acquisition process every time you’re launching an event
