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Digital influencers are organizing IRL events to build community among fans and open up new lines of revenue.
The Big Picture: The creator economy and the experience economy are both booming, so combining them allows influencers to break out of the online noise and host events that gather their most loyal followers — the demographic that gives creators career longevity.
Behind The Scenes: A lot of creators blew up during the COVID era, and now they want to finally meet their fans in person.
- Following in the footsteps of podcasters selling tickets to live tapings, digital creators like Dude Perfect, Rhett and Link, Ariana Nathani, and even newsletter writers like Hunter Harris, have been hosting events.
- They’re specifically designed to complement their content, like Dude Perfect’s trick-shot shows and Nathani’s meet-ups for single Gen Zers.
- The market is so hot that companies such as app Posh, publisher Vox Media, and newsletter platform Substack are building event-focused businesses.
The Future: The key to these events is that creators provide a time when they’re simply meeting and engaging with fans. Positive face-to-face interaction goes a long way in creating a follower for life. And that naturally spreads to the community — whether it’s total strangers or people who’ve engaged with each other online about a creator’s content — who can also meet and potentially become real-life friends. It’s the promise of social media in action.
Don’t be surprised if some new creators start to build online followings by incorporating an IRL aspect to their content right from the get-go.
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