The impact of brands and influencers at festivals like Coachella
Californian festival Coachella has become a household name around the globe. Famous for its diverse offering of music, art, entertainment, and food, the festival holds abundant opportunities for influencers and brands. Major festivals like Coachella are a key opportunity for brands and artists to utilize word of mouth advertising, and reach consumers in an authentic, widespread manner. Brands know that their products will not only reach festival attendees but will be spread all over social media. The interest around major festivals on social media is huge, and a high volume of people will search specific hashtags to get the latest on the festival. But just how powerful is the use of influencers at an event like Coachella?
Branding partnerships
Instagram is key, and #coachella posts have already reached over 1.8 million. A huge worldwide audience is eager to gain an insight into the festival itself using social media, and this is a key opportunity for brands and individuals to shine, with the help of key influencers. Brands will regularly invite major influencers to the festival, in return for marketing their content. These deals are usually made with major brands like Red Bull, and the brands stand to gain a huge amount of interest. All marketing around festivals relies on social media posts, and brands know that in order to really garner the attention of the masses, they need influencers to be their vehicle for exposure.
Opportunities for exposure
This is not just limited to major brands, new brands and up and coming artists also stand a lot to gain through festivals like Coachella. By trading at the festival itself, brands can gain a huge amount of interest from attendees, and further afield if attendees share their product online. One of the greatest opportunities is for food outlets to get their product online. The visual appeal of food makes it one of the primary focuses of Instagram festival posts from attendees, so making products photogenic is key. For emerging artists, festivals like Coachella offer a prime opportunity for advertising. Simply getting an influencer to wear a piece of your merchandise to the festival is a huge opportunity for brand exposure.
Influencers
Festivals like Coachella offer a unique opportunity for authentic promotion. Even if you are not performing, using influencers to further your brand can be highly beneficial for your marketing campaign. Promoting yourself at major festivals with merchandise placement has an unlimited level of potential, and attending the festival in your brand merchandise or gathering a group of people to wear your merchandise into the event can really help spread the word.
Influencers have such a strong level of power over consumers, and this is clearly proven by events like Coachella, where influencers are key in marketing products and artists from the festival. Simply a photograph of an influencer in a piece of your merchandise or listening to one of your tracks can strongly influence potential fans to investigate your brand. Influencers are instrumental in distributing your content to the masses, and their opinion is usually highly valued by consumers due to its authentic nature.
Looking at festivals like Coachella is a great way to learn about the use of influencers to further a brand’s agenda at an event. This authentic and inexpensive method of advertising is a great way to spread your message and encourage engagement online. Working with influencers can be a great step in furthering your brand online, and can drastically increase your engagement levels as a whole. Never underestimate the power of influencer placement at a huge event like Coachella, and always utilize the option in order to allow your brand to really feel the benefits.