Influencers Matter to Events More Than Ever. Here Are the New Rules of Engagement.
When we first explored influencer marketing for events back in 2023, the conversation centered on reach — getting the attention of the right creators, encouraging posts with branded hashtags, and generating buzz.
Just two years later, it has already evolved. Originally considered “add-ons” to a marketing plan, creators are increasingly being embedded into the story of events from the start.
The shift is significant — and the results speak for themselves. Here’s what’s changed and what it means for your next event.
Thinking Outside the Swag Bag
The influencer-event relationship then: transactional. The relationship now: a purpose-built partnership woven into the fabric of the experience. Event organizers are looking beyond a one-off post, recognizing influencers as valued industry voices and even a sub-segment of the target audience — offering professional development and community-building opportunities to match.
The National Hardware Show recognized this evolution early. Rather than simply inviting DIY and home improvement influencers in 2025, organizers partnered with mdg to create an event-within-an-event — a full Influencer Summit designed to authentically engage 25 content creators.
Based on the influencers’ preferences, NHS’ approach included custom branding, tailored education programming, hands-on creation zones, a networking and collaboration space, and curated access to 1,500 exhibiting brands. The effort wasn’t just about securing content. It was about developing connections with influencers who have a significant platform to reach next-gen attendees and ensuring they create content that reflects the power of the event.
The curated VIP experiences, photo opps and product experiences led to more meaningful, real-time social media sharing — plus a bank of evergreen content to elevate the event in the off-season. Influencers grew their reach as they met peers and companies in the space and NHS doubled its influencer registration goals while solidifying its reputation as the go-to event for home-improvement creators.
Modern Influencer Engagement: Making It Work
According to Toprank, 68% of B2B buyers engage with industry influencers on a weekly basis, and 78% say influencer marketing impacts their decision-making. Ready to rethink how your event partners with influencers? Here’s how to approach it strategically:
Focus on the “Why”
Why dedicate time, effort and other resources to building relationships with influencers? For next-gen event-goers, influencers have become the primary source of industry news. Younger audiences aren’t reading the trade pubs — they’re looking to trusted voices in their field to highlight what’s worth paying attention to. Creators also represent an additional revenue stream. Developing influencer connections allows events to own that relationship, actively gain more coverage throughout the show cycle, and gain greater control of the message.
Design for Both Audiences
Influencers create value for attendees through real-time discovery, excitement, and extended reach. At the same time, attendees validate the influencer’s credibility by being part of a vibrant, engaged community. The magic happens when both sides feel like they’re getting something from their involvement. Designing experiences with both audiences in mind ensures they do.
Measure Beyond Metrics
Yes, track impressions and engagement rates. But also pay attention to content longevity, repeat participation, and the quality of advocacy you’re building. The NHS Influencer Summit didn’t just generate impressions. It created event champions.
Influencer marketing for events doesn’t mean adding famous faces to your attendee list. It means adding voices that connect with your audience authentically — and extend your event’s impact far beyond the show floor.
