Experiential marketing is all about creating lasting moments that form bonds between brands and customers. The value of those moments doesn’t have to end at the close of the event. We can keep maximizing our ROI by properly capturing and repurposing content from these experiences. With proper handling, a single event can fuel weeks, or even months, of engaging content across your channels.
Here are some ways you can get more mileage from experiential marketing event content:
1. Content Ideas to Capture During the Event
Great content and content strategy start with smart planning. In your planning phase, before the event even starts, you should identify what content would be most valuable to capture from a brand and audience perspective. Here are a few ideas:
- Candid attendee reactions – Real-time emotional responses add authenticity and build connections.
- Behind-the-scenes footage – Show the setup, staff in action, and how the experience came together. Showing the humans behind the scenes builds more connection between brand and consumer.
- Brand interactions – Highlight moments where guests engage directly with your product or message. Your footprint activities and photo ops are perfect here.
- Interviews or testimonials – Ask participants what they loved most about the experience. Great for building Reels and TikTok highlights of your event.
- Full footprint shots – Capture the scale of the event and energy of the crowd.
Make sure your team knows the event flow, key activations, and storytelling goals ahead of time so nothing important is missed. Keep the brand identity in mind for the content that is being collected.
2. Repurposing Event Content Across Platforms
Once the event ends, the real work begins. Your post-event work should always include content editing and prepping for socials. Here’s a short guide on how to utilize your content for your platforms:
- Instagram/TikTok: Use short, engaging clips or trending audio to create buzz. Ask questions that create engagement on your posts.
- LinkedIn: Share behind-the-scenes photos or team reflections for a more professional angle. Can offer more long-form thoughts—somewhere between a shorter blog and a traditional social media post.
- YouTube: Create a highlight reel or full event recap to showcase the experience. Don’t forget that YouTube also has YouTube Shorts where you can use the Instagram/TikTok content.
- Blog posts: Recap the event and share what you learned. Include interesting stories and statistics. What went right and what you want to improve for next time.
- Email newsletters: Capitalize on your mailing list. Send a post-event wrap-up with visuals and CTAs to keep your audience engaged. Link to all of that well-crafted content you just posted.
Key things to remember: Tailor the content for each platform. Remember to maintain brand consistency.
3. Why UGC Matters
Some of the best content you can get doesn’t come from your own team, but from the guests in attendance. User-generated content is a powerful tool. Its authenticity and spontaneity show your brand is relatable and something that people are willing to buy in on.
Encourage attendees to share their own photos and videos by creating:
- A branded hashtag
- Interactive photo ops or installations
- Contests or giveaways for best content shared
Reshare that content to your own channels (be sure to secure permission). UGC is crucial in building social proof and also enhances engagement in your events. Turn your attendees into brand advocates.
Conclusion
The magic of experiential marketing lives in the moment. A good content strategy extends that beyond the day of. By focusing on capturing high-quality content and thoughtfully repurposing those assets, combined with embracing user-generated content, you can boost the reach and impact of your event long after wrap-up.The next time you’re thinking about taking your brand directly to the customer, call us at 636-577-8507 to learn how we can make it easier, and leave a lasting impact.
