In recent years, the creator economy — a marketing model where creators or influencers use social media and other digital platforms to create content, engage with their audiences, and most importantly, monetize their creations — has exploded into a powerful ecosystem. This shift has totally changed the game for brands, too, giving them new ways to reach consumers and for influencers to build even stronger relationships with their communities.
One of the most exciting (and sometimes overlooked) tools in this booming space? Live events! Whether in-person or virtual, events can help creators grow, build trust with their fans, and bring in new revenue streams. For brands, meanwhile, live events are a great opportunity to team up with influencers and connect with people in a real, authentic way.
We saw just how important live events have become with the first-ever White House Creator Economy Conference this summer, proving the creator economy is now a force to be reckoned with.
And it’s not just consumer brands that benefit. Companies across industries are using live events to tap into the creator economy’s reach and authenticity. Here at SEQ, we’ve produced a number of exciting creator-focused events, including CreatorIQ’s recent Connect Summit in London. This event brought together global leaders, marketers, brands, and influencers to talk all-things creator marketing, and was a perfect showcase of how live events can spark real conversations and exciting partnerships. We’ve also produced a virtual Creator Community event for TikTok; Horizon’s presence at the parenting influencer event Mom 2.0; and influencer marketing events for financial services company Klarna.
It’s safe to say, we think live events are a big deal for both creators and brands. Here’s why:
1. Fostering Deep Connections
Creators thrive on making real, authentic connections with their followers. Unlike traditional celebs, influencers feel more like real people, which makes fans trust them even more. Live events—whether meet-and-greets, live shows, or virtual Q&As—give creators a chance to engage directly with those audiences, deepening their connections. And for brands? It’s the perfect way to get in front of consumers who already love and trust the influencer, making their message feel way more personal.
2. Building Valuable Collaborations
Of course, live events aren’t just about fans—they’re also a golden opportunity for creators to network with other influencers, brands, and industry pros. These connections often lead to collaborations, cross-promotion, and exposure to new audiences. For brands, meanwhile, partnering with influencers at events can lead to creative, organic marketing strategies that don’t feel like ads but more like authentic partnerships. When influencers showcase a brand, it feels more real and relatable—and it can be much more impactful than a regular commercial.
3. Making Your Brand Message Stick
When brands team up with influencers at live events, they get to tap into the influencer’s authentic voice. Instead of standard corporate messaging, brands benefit from the creator’s relatable, engaging style that really resonates with their followers. For example, when an influencer demos a product at an event or shares their experience with a brand, it builds credibility and makes the brand feel like a natural part of their lifestyle. This creates a deeper connection with consumers and builds brand loyalty.
4. Unlocking New Revenue Streams for Creators and Brand Visibility for Companies
Live events open up new ways for creators to make money—ticket sales, merch, exclusive meet-and-greets, you name it. Brands can jump in by sponsoring these events or collaborating on influencer-led activations, driving visibility and creating memorable moments for consumers. And with hybrid and virtual events, brands can reach audiences far beyond the physical space, expanding their exposure globally.
5. Generating Fresh Content and Brand Integration
Live events are a treasure trove for content creation. Creators can get tons of behind-the-scenes footage, live streams, and more. And for brands, it’s a no-brainer—these moments can easily be woven into the influencer’s content, boosting the brand’s exposure in an organic, impactful way. It’s a win-win: Creators get fresh content, and brands get to connect with the influencer’s audience.
6. Boosting Credibility and Influence
For newer creators, live events are an amazing way to get noticed and boost their visibility and status in the industry. Whether they’re part of a larger event or speaking on a panel, they’re introduced to audiences who might not have found them otherwise. Brands benefit too, leveraging influencer partnerships to reach key demographics in a natural, engaging way—and signaling to consumers that they’re ahead of the curve. This kind of credibility can lead to bigger partnerships, more consumer trust, and long-term success for both creators and brands.