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Using Influencer Marketing to Promote Festivals.

Andy Robertson

Aside from the traditional marketing channels and mix of activities a growing channel used by advertisers is the use of social media influencers. Whether it's for an upcoming music festival PR announcement or for an associated product or service from sponsors the use of social media influencers should form part of the entire marketing mix.


Wikipedia describes Influencer marketing as a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone (or something) with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms.

Music festival organisers with a sizeable set up can task their advertising agency or marketing team with adding social media influencers into the mix of activities. It can take some time to source appropriate influencers because numerous factors need to be considered. Probably the most important is the reach an influencer achieves in pure audience numbers; any claimed figures need to be carefully verified and the level of engagement assessed. It’s also important to understand how ‘influential’ they actually are and the real level or expertise in a particular subject. The final element to consider is the likely cost, getting an endorsement or allowing content to be posted by an influencer could cost $,000s.

Types of Influencers. 
There are numerous bloggers who write on a regular basis about music festivals and probably attend numerous events as a festival-goer themselves. They may be well connected to performance artists, journalists and festival organisers and are able to get behind the scenes insights making their blogs interesting and readable. In a similar vein some arts and entertainment journalists also produce regular articles about the festival scene. The influencers with the highest number of followers will be public figures, celebrities and performance artists who may be willing to endorse something but given who they are the costs will be that much higher. In addition, whatever influencer is selected they can afford to pick and choose what they endorse.

Influencer Channels. 
The most engagements from influencer accounts are usually video related and so YouTube and TikTok channels are usually the most attractive. The other popular channels used are Instagram and Snapchat and to a lesser extent Twitter and Facebook. Most bloggers and influencers will use multiple channels with content being posted simultaneously to numerous channels.

However a music festival or sponsor uses influencer marketing it makes sense to test this channel to assess how effective they are at achieving predetermined objectives and targets. It’s a constantly evolving environment and needs careful monitoring to get the best out of it.

For organisers planning their festivals using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics and marketing. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering. 

Definition source Wikipedia 
Photo by Ivan Samkov from Pexels

Andy Robertson
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