Influencer marketers are leaning into FOMO to cut through the noise
Marketers are increasingly utilizing in-person events and influencer-led pop-ups to combat digital ad fatigue and build brand equity. Data suggests a significant rise in brands partnering with creators for real-world activations to foster deeper audience connections.
Why it matters
The shift toward 'IRL' marketing reflects a broader trend in the advertising industry to prioritize authentic engagement over traditional online metrics.
Substacker Erika Veurink hosted a pop-up vintage sale for her readers at Rothy's. Courtesy of Rothy's A version of this post appears in the CMO Insider: Creator Brief newsletter. Sign up for Business Insider's marketing newsletter . The latest hot marketing KPI: RSVPs. 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.
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