CONTENT HUBS ON THE WORLD’S STAGES
The TL;DR: As social media platforms and the “content creator” profession have exploded in popularity companies have had to adapt their events to stay active in relevant spaces.
In this new age of media, social channels have become the main source of entertainment, coverage, and commentary for those interested in major global events. In order to adapt to this new standard of coverage, we’ve seen global corporations incorporating influencer spaces and content into their plans for exciting moments. This has been extremely visible recently with two notable sporting events, the NBA’s All-Star Weekend and the 2026 Winter Olympics in Milan, prioritising the invitations of content creators to the event to ensure social feeds would be flooded with exposure.
This shift away from traditional broadcast or print publications is significant for brands trying to accomplish something “newsworthy” through an activation or sponsorship, especially as the distributing channels for said news change. When ideating on a potential pop-up or high investment project make sure to be mindful of how conducive it may be to creating content - whether that be through photo ops, giveaway stations, or exciting visuals to highlight. While an article from a highly respected source like the NY Times or Adweek may look great for your brand, the actual reach of the article may be just a small percentage of the views a viral post - or a few viral posts - about your activation can achieve. In order to spread the word about your brand and what brand is doing to a wider audience think of the event not only as a promotion for yourself - but also as a hub for the creation of engaging, authentic, and enticing content.
A snapshot of communities to help with community engagement
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