Meeting Mentor Magazine

December 2018

‘Social’ Strategies

Consumers Way Ahead on Content Sharing
At Events, While Brands Play Catch-up

Consumers are way ahead of brand marketers in creating, capturing, curating and sharing content at events and experiences, according to new data from the Event Marketing Institute and Mosaic’s Experiential Marketing Content Benchmarking Report.
• The numbers are overwhelming: 98% of consumers create digital or social content at events and experiences — even if only a single photo from their mobile device — and 100 percent of those share the content.
• Yet only 35% of brands say they always capture or create content related to their experiential marketing programs, while an additional 33% frequently create content.
• For almost three quarters of consumers (74%), engaging with branded event marketing experiences makes them more likely to buy the products being promoted.
• Still, only 51% of brands will spend more on event content in 2016 than 2015, while another 31% will spend the same amount.
• Most popular type of content created at events is photos, followed by social media posts (73% of respondents) and video created with their mobile devices (49%).
In the next three years: Brands will promote more social sharing and video capture as part of their experiential marketing content strategies in order to drive consumer engagement at events. And the content has “considerable value” (1) by providing the brand with media, information, insights and metrics, and (2) because nearly all consumers share and revisit the content over many months. — Maxine Golding

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