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Event Strategy, Trends, Event Technology

Top 5 Trends for Event Marketers to Watch in 2022

by Erin Chesterton
on April 27, 2022
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The world of events and conferences moves fast, and 2022 has been no exception. In our blog—we dive deeper into the data shaping the space to understand what’s top-of-mind for event marketers like you.

Packed with data you need to stay one step ahead, you’ll walk away with fresh ideas to attract attendees, maximize engagement and expand your conference or event footprint in 2022, and beyond.

1. Less is More: Reduce, Reuse, and Repurpose Your Event Content

The top three marketing investments for 2021 are projected to be: growth marketing, content marketing, and design.  Content marketing offers a unique opportunity for event marketers, with it now proving to be 62% cheaper than traditional marketing programs, while generating approximately three times more volume in leads

Marketers are now rethinking their traditional approach to content and how they can utilize every piece of content they create to its fullest potential. It is now estimated that 60% of marketers will repurpose a piece of content two to five times, showing the prevalence of this new mode of content creation. 

Approximately 90% of event marketers report repurposing existing content as being more effective than curating new content, video being the best means to repurpose. Not only does repurposing content allow for an opportunity for great volume of content, but it has also been found to be linked to driving greater website traffic. A singular piece of content, take a blog post for example, can be repurposed into a variety of different content pieces including infographics, videos, ebooks, webinars—the sky’s the limit. (Co Schedule)

As marketers recognize the increasingly present need for design assets and content, it is time to work smarter, not harder and, learn how to drive more value from a single piece of content. 

2. Always Think Video-First when Crafting Content or Communications


New channels like Tik Tok have completely shifted consumer’s expectations for how we engage with content, which means it’s time to get creative with your approach. Opt for shorter form content and give your community the opportunity to engage with you live! Virtual events are a great channel to support these efforts as research from Wordstream shows that live videos hold users’ attention 10-20x longer than pre-recorded, on-demand content. 

Video has become the most widely used form of content by marketers, surpassing blogs and infographics. 

By using video media, marketers have been able to reach a wider audience. Video content is twice as likely to be shared with friends than any other form of content, making it the easiest form of content to distribute. Not only are marketers beginning to integrate video content into their strategy more frequently, but consumers are loving it. Video is the way of the future, begin dedicating a portion of your event marketing strategy to incorporate a video component.

3. Create Snackable content from Past Events to Generate Buzz


In the inundated digital world, it is now becoming increasingly important and necessary that you create concise, highly digestible content that can draw your audience in for more. These types of  “snackable content” are a highly informational and straight-to-the-point form of content.

One type of snackable content moving to the forefront is infographics. Infographics have jumped in their usage with data from DemandGen estimating that infographic usage has grown from 9% to 52%. In addition, 37% of marketers report visual content as being their most important form of content.

Consider creating an infographic highlighting compelling reasons to attend the city the event is in, fun facts, growth of the conference, compelling speakers, etc. Get creative!

Pro Tip: If you're on a tight budget and working with a limited team, give Canva a try. They have great designed templates for infographics to help you stay nimble. It's a low cost tool with a ton of value and can give you the ability to take event content the extra mile.

Another form of high-converting bite-sized content is past speaker or attendee reviews or testimonials. Are you leveraging your existing relationships effectively? Building a referral loop of past event attendees and their experiences gives you access to content that prospective event-goers can trust. 

 

4. You are No Longer the Thought Leader—Maximize User-Generated Content from Past Events

According to Forrester, 47% of top brands rely extensively on user generated content (UGC) for their marketing efforts. At the most basic level, UGC involves sourcing, annotating, and sharing useful content curated by your followers or attendees. This content spans everything from customer reviews, to before and after social posts, to online forums and contests. User generated content has great value in conveying authenticity.

Consumers are 2.4 times more likely to say UGC is more authentic than branded content. UGC offers the unique opportunity for your content to be distributed, without the connotation of it coming directly from you.  Not only does UGC create a more authentic experience for customers, but it also builds brand engagement. Brand engagement increases by 25% when you expose users to both UGC and branded content, demonstrating a clear link between UGC and higher engagement. 

Good news, your job just got a whole lot easier. Let your community do the hard work for you. 

5. Find Your Niche: The rise of Micro Communities in Events


Social media is crowded. Everybody has something to say, and it’s easy to feel lost in anonymity on these platforms. Your event goers want online spaces where they can be raw and connect with others. That’s precisely what happens in micro-communities. Online forums, user groups, blog comments, facebook groups—these exclusive online spaces bring your customers together for a shared purpose. For example, Glossier has a private Slack channel just for its top 100 customers.

Micro-communities have grown exponentially over the past few years, seeing a significant jump in engagement during 2020 when the world shut down due to COVID-19. These niche interest groups represent your audience on a much deeper level–going beyond the simple demographic breakdown of yesteryear. Understanding what they care about, and their interests and characteristics that make them unique is critical.

Your event attendees are looking for more intimate and authentic channels to connect and engage with each other. Are you providing meaningful opportunities to meet these groups where they are at? 

What do they need? Personalized experiences that show the authenticity of your brand and truly make them feel connected to your mission. Micro-communities matter for brands because they:

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ABOUT LENND

Lennd is a technology company that builds infrastructure to help bring events of every size to life. From small music festivals to major conferences, sports gatherings and everything in between—event leaders across the globe trust our software to manage their event operations and provide their people with one streamlined experience.

 


 

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