Influencer Marketing At Events: Just For Show Or Real ROI?

Influencer marketing has become an integral part of modern communication strategies in recent years – including in the event sector. Whether at trade fairs, product presentations or festivals, influencers are increasingly on site, posting impressions, interacting with their community and thus increasing the visibility of the event. But how effective is this form of marketing really? And is it also economically viable? In this article, we take a closer look at the topic of “Influencer marketing at events – just for show or real ROI?” and show how event organisers can make targeted use of this potential.

What is influencer marketing at events?

Influencer marketing at events refers to the targeted collaboration with social media personalities in the context of events. They are invited or commissioned to report on the event, create content or act as brand ambassadors. The aim is to increase the reach of the event, address specific target groups and increase online visibility.

Typical formats are

• Event accompaniment via Instagram Stories, Reels or TikTok videos
• On-site interviews or moderations
• Exclusive meet & greets with fans
• Giveaways or discount codes as part of event communication

Why are more and more event organisers relying on influencers?

The importance of social media for the event industry has increased significantly in recent years. Platforms such as Instagram, TikTok, YouTube and LinkedIn are no longer just supplementary communication channels, but play a key role in shaping the perception of events – before, during and after the event. Influencers play a key role in this: they are seen as trustworthy multipliers who combine reach, credibility and authenticity.

Collaboration with creators offers event organisers various advantages:

• Authenticity: Influencers report from a first-person perspective. They give personal impressions, only recommend what they are actually interested in and thus create a credibility that traditional advertising often cannot achieve. This is particularly crucial at events – because a live format thrives on emotions and real experiences.
• Reach and addressing target groups: Social media is still gaining in importance. According to the Digital Global Overiew Report of 2025, there are now 5.24 billion active social media users worldwide, with this figure increasing by 4.1 per cent in the last 12 months. This means that over 60 per cent of the world’s population now use social networks. Overall, the latest data shows that 22 per cent of active social media users follow influencers or other experts on social channels.
• Content production: A big bonus for event organisers: The creators also take care of content creation. Whether reels, TikTok challenges, stories or behind-the-scenes clips – the content created can not only be published in real time, but can also be used later for PR, websites or sponsorship. This saves resources and provides additional visibility.
• Real-time communication: Social media enables immediate proximity. Anyone who is unable to attend an event in person can still be part of the action through live videos, short updates or interactive formats. This not only increases reach, but often also engagement – for example through comments, likes or shared content.

Influencer collaborations also promote brand loyalty: Anyone who experiences an event as particularly inspiring, emotional or of high quality – and has this credibly communicated via the channels of a trusted person – will associate this experience with the event format or the brand behind it in the long term.

Influencer marketing is no longer a new trend. Influential experts are also regularly used at trade fairs. The Internationale Funkausstellung has been integrating tech influencers into its communication concept for years. They test products, conduct interviews and provide live impressions – with a wide reach in tech-savvy target groups. The world’s largest gaming trade fair, Gamescom, is accompanied by influencers who stream live, perform on stage or act as a jury. This ensures millions of contacts – and a closer integration of the digital and live experience.

Between show and substance: how to measure ROI

Return on investment (ROI) is one of the most important key figures in marketing and also one of the biggest challenges in influencer marketing at events. In contrast to traditional channels such as paid ads or email campaigns, not all effects can be directly quantified here. Nevertheless, there are clear metrics, helpful tools and a growing professionalisation in evaluating success.

Classic key figures at a glance

Key performance indicators can also be used for influencer marketing in the event context:

• Reach: How many people have seen the post? Impressions, video views and follower numbers are the first indicators here.
• Engagement: Likes, shares, comments or saved posts show how relevant and activating a post was for the community.
• Click-through rate (CTR): When influencers place a link to the ticket shop or event website, the click-through rate can be recorded very precisely, for example via UTM parameters.
• Conversions: Whether ticket purchases, newsletter registrations or product downloads – every action resulting from a post can be directly attributed in many cases.
• Earned media value (EMV): An estimate of how much the visibility generated by influencers would be worth if you had to buy it through traditional advertising.

In combination, these metrics provide a reliable picture of whether an influencer collaboration has been economically worthwhile – even if not every aspect (e.g. image gain or trust) is immediately measurable.

Modern tools for ROI analysis

The market for analysis tools has grown considerably in recent years. The best-known solutions include

• HypeAuditor: Provides detailed insights into target group authenticity, engagement rates and brand mentions. Particularly helpful when selecting suitable influencers.
• InfluData: Made in Europe, GDPR-compliant. Provides campaign analyses and enables real-time monitoring.
• Kolsquare: Enables not only influencer screening, but also performance tracking on a KPI basis – including ROI estimates.
• Upfluence, CreatorIQ or Modash: International platforms with strong integration into e-commerce and ticketing systems.

These tools allow systematic monitoring – from initial reach to conversion analysis.

Example from practice: influencers at trade fairs

A current example is Gamescom in Cologne, where influencers such as streamers, YouTubers and tech creators are involved. Many event organisers work with individual discount codes for ticket sales in order to be able to assign conversions precisely. This allows sales per influencer post to be analysed directly. In addition, qualitative metrics such as comments (“I discovered you through XY”) provide valuable information on the communicative impact.

ROI is multidimensional – even in the long term

Important to understand: Influencer marketing doesn’t just pay off in terms of short-term KPIs. Long-term effects such as:

• Brand loyalty
• Community growth
• Reputation gain
• Recognition at follow-up events

…are also part of the return on investment – albeit less easy to quantify. Many brands therefore rely on hybrid models: campaigns that can be analysed in the short term are combined with long-term partnerships with selected creators.
Influencer marketing at events is not a black box. With the right tools, key figures and a well thought-out strategy, the return on investment can indeed be measured – even if some effects only become noticeable in the medium or long term. Those who understand and measure the interplay between visibility, engagement, action and brand impact can make informed decisions: Was it just for show – or real value?

Tip: The annual study by Influencer Marketing Hub, including data on engagement rates, ROI calculation and industry trends, provides an in-depth insight into current influencer marketing key figures.

Success needs strategy: best practices for event influencers

The professional use of influencers at events requires more than just an invitation. If you want to achieve real added value and a good performance, you should consider a few success factors:

1. Targeted selection: It’s not the biggest reach that counts, but the best fit. Micro-influencers (10,000-50,000 followers) often offer a particularly engaged audience.
2. Clear briefings: What should be communicated? Which hashtags and channels should be used? Clear instructions and freedom for authentic content are important.
3. Early integration: Influencers can already be involved in the pre-reporting – with sneak peeks, advance information or countdown postings.
4. Ensure measurability: Tracking links, individual discount codes or QR codes help to clearly assign the activities.
5. Use follow-up work: The content produced should be used further – e.g. for your own channels, recaps or PR measures.

More than just a show – influencer marketing pays off

Influencer marketing at events can have a real impact if it is used wisely. The biggest challenge lies in finding the right person for your brand and the event. Those who manage this not only benefit from increased reach, but also from authentic content, an engaged community and potentially higher conversion.

In short: Influencer marketing is not just for show – it is an effective lever for reach, relevance and ROI.