Influencer marketers are leaning into FOMO to cut through the noise
Substacker Erika Veurink hosted a pop-up vintage sale for her readers at Rothy's.
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Creators ranging from Substackers to "SNL" stars are jumping off the screen to in-person events — and marketers can't get enough.
"IRL is the No.
1 brand equity builder of all the channels," said Justin Thomas-Copeland, CEO of the American Association of Advertising Agencies (4As).
As it becomes harder to reach customers online, in-person events offer a way for brands to reach their biggest fans — and hopefully inspire a flurry of social content.
One night last month, Snapple turned a decommissioned Staten Island Ferry into a floating comedy club featuring Colin Jost and Pete Davidson.
Lindsay Burstein , a top marketer at Snapple parent Keurig Dr Pepper, said the night resulted in about 200 pieces of user-generated content.
"It is the buzziest thing that the brand has done in a very long time," she said.
Snapple threw a "Snapple Island Ferry" event with comedians Colin Jost and Pete Davidson.
Snapple Events aren't a new phenomenon, but interest from marketers is surging.
In its annual survey of marketers, Linqia found that 53% said they planned to work with influencers on events in 2026, up from 34% in 2025.
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