# 5 Marketing Trends to Watch as an Event Creator in 2024

Interested in staying abreast of the latest marketing trends as an event creator? Wise move. Whether you run large-scale campaigns or rely on a handful of simple tactics to get the word out about your events – staying relevant is the key to your promo success. But it can be really hard to decipher the reams of marketing info out there. Especially when a lot of it is aimed at big brands and corporations, rather than individuals or smaller businesses. That’s why we’ve cherry picked five interesting trends to watch over the coming year that are particularly applicable to event creators. Let’s go 👇.

## 1. Short-form video – storytelling and building your event community

TikTok has completely changed the way in which we consume content on social media platforms and beyond. Now, short-form video has become an artform in its own right – one that is evolving as rapidly as the trends upon which TikTok videos are pinned. This content format has been so successful because it enables us to consume entertaining, inspiring, and informative content in an incredibly accessible, engaging way. In short: it requires very little attention span, while delivering big on rewards.

As an event creator, using short-form video – whether via TikTok, Instagram Reels, YouTube Shorts or another platform – gives you the perfect opportunity to engage with both your existing community and new audiences. Thanks to the plethora of editing tools out there, these quick-fire videos are ideal for storytelling; for building a narrative around your events that truly resonates with the right people, in the right way. And it requires very little investment, too, meaning everyone from community workshop hosts through to global conference organisers can get involved. Nice.

## 2. Influencers – working with them, or becoming one

The influencer marketing trend isn’t going anywhere any time soon. Hence the reason why 2023 saw a whole plethora of successful influencer campaigns deliver impressive ROI results for big brands. Take this Express clothing influencer campaign, for example. Through running an enhanced ambassador programme – which involved partnering with style influencers on Instagram – they garnered 168% ROI in sales.

As an event creator, partnering with influencers can be a great way to land your events in front of new, relevant audiences. And the good news is – you don’t need to pay through the roof to work with a major influencer with hundreds of thousands of followers. It can actually be more effective to work with ultra-relevant micro influencers (10k-100k followers) or even nano-influencers (1k-10k followers), instead.

## 3. Social media platforms – quality over quantity

In 2023, some of the major social media platforms saw a notable increase in brands leaving them. For example, this 2024 marketing trends report from Hootsuite reveals that X (previously Twitter) saw a 7% decrease in brands on the platform from 2022-23. The same report highlights that 60% of organisations surveyed have a presence on X, but only a third of these feel strongly that the platform benefits their business. The takeaway? Brands are clock…

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