Influencers are no longer just the faces of product placements on social media. They are now actively involved in developing formats, hosting their own channels at major events, and significantly influencing how events are streamed and perceived. In the B2B sector in particular, this is transforming the way in which content is disseminated, target groups are addressed and platforms are used. Whether at trade fairs, concerts or specialist conferences: The interplay between content creators, streaming technology and platform logic is becoming an increasingly decisive success factor.
Platforms in focus: TikTok Live, Instagram Live, and Twitch.
The transformation of event streaming is closely linked to the platforms through which content is delivered. Although YouTube Live and traditional event portals remain widespread, three platforms in particular are becoming increasingly important.
TikTok Live is particularly attractive due to its extensive reach and effective algorithm. Even short live clips are displayed prominently and gain high visibility within seconds. The focus is on spontaneity and low-threshold interaction. This makes it ideal for events that want to provide authentic insights, such as backstage moments, interviews, and live reactions.
Instagram Live punktet durch seine enge Verbindung zur Markenkommunikation. Influencer oder Partnerunternehmen können ihre Reichweite direkt einbringen, ohne dass Eventveranstalter eigene große Followerzahlen aufbauen müssen. Besonders beliebt sind Co-Streams, bei denen zwei oder mehr Personen gleichzeitig live gehen und ihre Communities zusammenführen.
Instagram Live is popular due to its close connection to brand communication. Influencers and partner companies can contribute their reach directly, meaning event organisers do not need to build up their own large follower numbers. Co-streams, where two or more people go live simultaneously and bring their communities together, are particularly popular.
New formats for a new audience.
Influencers bring new target groups and new formats. Traditional one-way broadcasts are becoming less important. Instead, dynamic, interactive formats are becoming more popular.
- Behind-the-scenes streams: authentic insights, spontaneous interviews and tours of the event action
- Live Q&As: Interactive sessions with artists, speakers or company representatives
- Takeovers: Influencers take over the event channel for a limited time and stream from their perspective
- Reaction formats: streamers comment live on lectures, showcases or product presentations
- Cross-posting and duet streams: Content is played simultaneously on several channels, often with community participation
These formats work particularly well when they allow for real-time reactions. The platforms’ comment functions, emojis and voting tools offer immediate feedback and strengthen viewer loyalty. Events gain visibility and enter into direct dialogue with their target groups. This also applies beyond the event venue.
Livestream auf der ProLight + Sound
Technical effort and organizational requirements
Although many of these formats appear spontaneous, the technical implementation is by no means straightforward. The more professional the setup, the greater the demands placed on personnel, equipment and coordination. New organisational issues arise, particularly when collaborating with influencers.
- Platform-optimized streaming: Vertical video formats for TikTok and Instagram, stable mobile connections and spontaneous light or sound adjustments are necessary
- Content integration: Influencers must be integrated into the production planning in order to synchronize transitions and content in a meaningful way
- Rights management: clear agreements on image rights, brand labeling and platform use are essential
- Technical set-up: In addition to stationary cameras, the following are often required: mobile gimbals, microphones, interfaces to streaming software, and backup connections.
Organisers of events involving influencers should familiarise themselves with their specific working methods. Many stream on the go, flexibly and using their own technology. Providing fixed streaming zones or Wi-Fi networks with sufficient bandwidth makes sense. At the same time, internal technical staff, such as event directors and the sound department, should monitor what content is being streamed live and when.
Advantages for events and exhibitors
When properly planned and supported by influencers, livestreams offer significant advantages. In particular, there is great potential in terms of reach and image building. B2B events can reach new target groups, such as young professionals, tech-savvy communities, and international markets. Content often spreads organically as viewers not only consume it, but also interact with it and share it.
Influencers also appear approachable and credible. Products or services shown in an authentic streaming context receive a different level of attention to those in traditional presentations. This is especially true when it comes to complex topics such as event or audio technology, where creative explanatory formats can build trust and convey technical details in an understandable way.
Streaming becomes part of the event strategy
Working with influencers on live streaming is about more than just following a trend. It is transforming event communication, the use of technical resources, and audience expectations. For event organisers, technical service providers and exhibiting companies, this means that streaming will form part of strategic planning in future. It will be just as important as the stage, lighting or sound.
Selecting the appropriate platforms, meticulously planning the technical framework, and adeptly integrating influencers can not only enhance reach, but also considerably augment the event’s value. As always, relevance, quality and authenticity are paramount. Even in the fast-paced world of streaming, what ultimately matters is what resonates with the audience.
