Category: Marketing Automation

In 2021, TikTok user Trinidad Sandoval made a video showing the effects of an eye cream by skincare brand Peter Thomas Roth that went viral on TikTok and Twitter. The virality of a simple video showing Trinidad’s morning routine caused the product to sell out. The retailer said, “The amount that sold within less than a week is equivalent to what would normally sell in six months sold out.” This is perhaps one of the best examples of the possibilities of user-generated content. @trinidad1967 ♬ original sound – user3761092853451 User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by customers (at no cost to you) and published on social media or other channels. It comes in many forms, including images, videos, reviews, and testimonials.When consumers post about a brand on social media, they can influence their followers’ buying decisions. 85 percent of people say UGC is more influential than content made by brands directly, according to Adweek.The most important thing about user-generated content isn’t that it exists — people will always talk about products they like. It’s how you decide to leverage it for your brand that matters. For example, the brand mentioned earlier acknowledged the creator and sent her free products to express their gratitude for the word-of-mouth marketing.This article will dive into the benefits of user-generated content for brands and how you can get started connecting with your audience through UGC.The value of user-generated contentThe real value of user-generated content lies in its authenticity, and the statistics agree. Two reports, in particular, highlight the importance of user-generated content for forward-thinking brands.The 2021 State of UGC report by Tintup found that “93% of marketers agree that consumers trust content created by customers more than content created by brands. People trust people.”And a report by Nosto found that “79% of people say UGC highly impacts their purchasing decisions.” and “Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision.”Both marketers and consumers agree that peer-influencers are more effective than any other marketing method. To build a trusting relationship with your audience and community of consumers, incorporate the authenticity of user-generated content into your marketing strategy.It’s worth noting that user-generated content and sponsored posts are very different things. Sponsorships imply that there’s been a transaction and usually need to be clearly disclosed. You may have seen those Instagram posts with a hashtag stating the creator is a partner or just plain ‘Paid partnership’ at the top. Those are typically sponsored monetarily or by brands sending them products to show off on their platforms.An influencer’s sponsored Instagram postHowever, the lines between influencer-created content and paid user-generated content are blurry. The main distinguishing factors are usually audience size and where the posts are published. The wave of creators who exclusively focus on creating content for brands’ social platforms also shows the value and evolution of user-generated content. Aptly called ‘UGC creators,’ these folks are paid to show off a brand’s products without needing the large following of an influencer. Sabra of @100daysofmarketing explains it best in the video below: @100daysofmarketing UGC income and everything you need to know about adding it to your content creator business ♬ original sound – Sabra | Digital Marketing Sabra shares that creators with a small following don’t have to be limited by their platform size. They can offer product reviews, unboxing videos, and photography, among other things, directly to brands as a way to add another stream of income.There are different ways consumers’ existing brand affinity and the content that comes from that relationship can help brands thrive. In the next section, we’ll look at how user-generated content impacts brands.Case studies of user-generated content in actionThere are many instances of user-generated content in action. For example, according to Vox, Maybelline, The Pink Stuff, and Aerie have something in common other than their status as consumer products – a product of theirs has gone viral on TikTok thanks to a user’s video. These brands have reported selling out at one point or other thanks to their virality, and this effort is replicated across multiple platforms. The following examples are great case studies of brands that benefited from user-generated content.CeraVeAfter skincare influencer Hyram started talking about the CeraVe brand on his platforms, the products started selling out. This was before the brand and influencer built a business relationship — the creator was only sharing his experience with the brand as a consumer. Even Google Trends corroborates his influence.Hyram’s first video mentioning CeraVeCerave Google Trends searchesAlthough we can’t directly link the creator’s videos to this uptick in searches for the brand, Hyram started sharing content about his preference for CeraVe in 2020, which is the same year the searches started rising.According to WWD, CeraVe’s earned media value is up 128 percent year over year and had over 2,300 influencers talking about CeraVe products. Marc Toulemonde, president of L’Oreal’s North America Active Cosmetics division, has even told CNN the social media influence “absolutely boosted sales.”AlpenglowAnother great example of the power of UGC comes from in-house at Buffer. Andy Yates, a Staff Engineer here, has worked on many software projects, but none have seen the success of his app, Alpenglow.The app allows users to check sunrise and sunset forecasts for the perfect light quality for shooting photos, and in 2021, it went viral on TikTok – in Spain – thanks to a user’s video showing how the app works. @bea_carpio_ Espero no ser la unica mega friki de los atardecer así que pls no me ignoreis #sunset #atardecer #españa #spain #lentejas ♬ Into Your Arms (feat. Ava Max) – Witt Lowry Andy also kindly allowed us to share some statistics about the effectiveness of the UGC through a graph that shows significant spikes around when the user first published the video in July of 2021.Alpenglow saw a significant rise in visits in July 2021The app also increased in monthly recurring revenue (MRR) around the time of the video going viral in July. The graph below shows that sometime in that month, revenue rose sharply to just over $1,200, up from $200 earlier that year.The Alpenglow app saw a sharp rise in MRR in July 2021Since then, the TikTok hashtag for Alpenglow has grown to 2.7 million views, with more people creating videos featuring the app as well.Alpenglow was a side project for Andy, but that one user’s video helped the app grow significantly. So if your business is your main project, UGC has the potential to deliver even more value for your brand.How to make the most of user-generated contentWhen thinking of how to use UGC in your marketing, it’s important to frame it as modern-day word-of-mouth marketing. People ultimately trust other people more than celebrities or brands themselves, so your content must come from real advocates.On that note, something to remember before we dive into this section: Don’t be tempted to fake your user-generated posts or campaign. Audiences can tell if you’re being fake, which could seriously damage your brand reputation.Here’s how to make the most of your user-generated content:1: Actively prompt customers to shareAccording to Tintup, 50% of consumers wish brands would guide them in creating content. Some ways to prompt customers include:Starting a trend, challenge, or contest: ELF Cosmetics worked with iLLWayno to create a song called ‘Eyes. Lips. Face’ that took off on TikTok and reportedly led to over five million user-generated videos. You may not be able to create a whole new song, but adding gamification through a contest or challenge is a great way to get your audience to participate. There’s nothing quite like the spirit of competition. @abbyroberts maleficent is shaking 😌✨ #foryou #foryoupage #eyeslipsface ♬ Eyes. Lips. Face. (e.l.f.) – iLL Wayno & Holla FyeSixWun Creating a hashtag and periodically reminding customers that it exists: Urban Outfitters shares customer-generated content through their  #UOCommunity hashtag, especially popular on Instagram. The brand also creates content with its users and shares it on its dedicated community blog.#UOCommunity on InstagramIncluding requests for UGC within your website or app: Pulling from our earlier example, Andy shared that there’s an active UGC component within the Alpenglow app as well. Users are given the option to submit a ‘Field Report,’ a photo and score that lets Andy know if the forecast was right or wrong.Rather than waiting for customers to show off your products on their social platforms, tell them exactly what kind of content you’re looking for and watch their creativity flourish.2: Reward customers for sharingThe opportunity to get featured on a brand’s social media is a great incentive in itself, but a rewards system can accelerate participation in creating UGC. Some brands don’t need to do much to get users – for example, Aritzia receives a lot of user-generated content thanks to its status as a brand for a specific archetype.For other brands, however, more effort might be required to get a user to share them on their social media. The answer: incentives, that is, implementing a rewards system to encourage more users to share. There are many ways to reward customers, from 50 percent-off discount codes to free concert tickets. Think of sustainable tactics that will work for your audience, brand, and budget.For example, Fenty Beauty did a giveaway for their Fenty Parfum perfume line, encouraging participants to use a TikTok sound to create a video to win the product. View this post on Instagram A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty) 3: Let all your staff in on the funUser-generated content can go beyond showing your product or service in use or highlighting a great review. If your goal is to be more genuine to your audience, don’t shy away from having your employees participate in creating UGC. After all, no one knows the product better than the people who work directly with it every day.Weber Shandwick found that “33% of employees will post messages, pictures, or videos about their employer without any encouragement from their company – and that number increased to 50% with direct company encouragement.”There are different ways to have employees organically create content featuring your brand and product(s), including content about their workday or behind the scenes looks into what goes on in the product creation process. @kirsten_reads Here’s a little vlog of what i do at work #booktok #fyp #barnesandnoble #bookstore #bookrecommendations #newadult #romancebooks #booklovers #bookrecs #bookstan #slowburn #kirsten_reads #enemiestolovers #reading #bookclub #bookish #bookworm #booktoker3> ♬ Love Grows (Where My Rosemary Goes) – Edison Lighthouse @kirsten_reads shares her workday at Barnes & Noble.4: Look for and implement user-generated content in more ways than just social sharing.Instead of only retweeting or reposting customer content, take it a step further by asking for their permission to reuse and repurpose their content for your marketing efforts. Some ways to reuse UGC include:Ads: Use customer content to make your advertising more authentic and relatable, whether you’re creating ads for social, web, or any other format. You may not always need a picture or video – sometimes, a customer’s tweet praising your brand is enough proof.On your website: Take your customer photos outside social media by including them on your website in gallery format. Also, consider using customer content in product photos, as a way to show how the product looks when in use by a “real” person.Email campaigns: The emails you share can provide another opportunity to feature user-generated content and engage your subscribers. Kai Collective periodically sends out an email showing customers’ UGC.One of Kai Collective’s email campaignsUser-generated content also comes in more forms than images, videos, or even tweets – product reviews and testimonials also count. Look for ways to implement these alternative formats as UGC. For example, Big Barker Dog Beds includes reviews from different platforms right on its website.Big Barker Dog Beds review page5: Implement best practices for working with UGCWhile user-generated content can be valuable for your brand to engage with your audience, it can also cause you to alienate them if you don’t follow some important best practices.Remember to ask for permission before using your customers’ content. Even if they shared it on their platform, they might not be open to having it on yours. Before posting something from a user, reach out to them in their comments, direct messages, or by email – this is so that you can have a record of a conversation with their approval in case any issues arise in the future.As a follow-up to asking permission, always credit the original poster. It shows that you respect them and signals to others that they will have the same courtesy if they approve your use of their work.You need a proper strategy in place. It’s not enough to retweet or repost user content. If you have a wide variety, it can become overwhelming to deal with the large content volume. For more guidance, check out this article on developing a proper strategy for user-generated content.Think through diversity intentionally. More than sharing content from your users, you should also ensure that the content you’re reposting includes and features people from all walks of life.Finally, user-generated content is a great form of social listening. You will not only understand how customers view and use your products, but you can also watch what the social trends among your audience are and how you can keep up with them.Offer value to get your customers talkingThe case studies that we shared are clear examples of valuable products. Those brands didn’t have to reach out to the user to get them to create content about their product – the product was so good that the user felt compelled to share it with their audience. If you put the work in to create valuable products for your audience and market accordingly, customers will feel good about recommending your brand to other people. When you create and implement your strategy for user-generated content, remember to schedule it so you never miss an opportunity to share! So get started scheduling with Buffer today 😉.

A 2022 State of Content Marketing report by SEMrush revealed that 40% of brands surveyed say they outsource copywriting. If you fall in the 60% and want to improve your copywriting skills, we’re here to help.

Web copy can make the difference between a visitor and a lead. It plays an integral role for consumers at every stage of the buying cycle, from awareness to decision making and advocacy.
Below, you’ll find tips on how to write compelling copy.

Most marketers can identify poor web copy when they see it. Why? Because poor web copy doesn’t read smoothly, stir emotions, influence behaviors, or make explicit calls to action.
It feels purposeless — and that’s the exact opposite of what marketing is meant to accomplish.
Yet, web copywriting is a strategy that sometimes falls by the wayside, often overlooked for other website elements like SEO, design, and functionality.

1. Know your audience.
The number one tip for website copywriting is to know who will be reading it. If you don’t have a reader in mind, how will you know which words and tone will resonate with them best?
As a writer myself, I am constantly aware of the user and their needs. It’s my north star when writing posts. How did I get to know them? Through user personas and data.
User personas will tell you who is the average reader landing on my article, what their pain points and challenges are, along with their goals. Data will give you insight into what strategies have performed well with that audience and which ones to stay away from.
With both, you’ll gain a deeper understanding of your audience, which will allow you to write copy that will engage and compel your user to take action.
2. Figure out the why.
You’ve been tasked with writing a particular piece of copy on the company website.
Once you understand your audience, one HubSpot marketer recommends asking yourself, “who cares?”
“If I can’t answer that, then I can’t expect anyone to read it,” said Curtis del Principe, SEO content writer at HubSpot. “Once I have an idea of who cares (and why), then I have an angle and a through line to guide my writing.”

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Too often, we write without diving into the purpose of the content. What will the reader gain from reading this? What do I want them to do after reading this? Why should they care about this content?
Answering these questions is key to writing valuable content.
3. Complexity kills readability.
SEMrush recently analyzed over 23,561 texts ranking in Google’s top 10 results. They found that the lowest-scoring texts had two things in common: They were too long or too complex.
In fact, 41% of low-scoring texts used words that were too complex.
Take this as your sign to skip the jargon and the fancy words – just get straight to the point. Here are a few examples:

Helpful vs. Beneficial
Use vs. Utilize
Happen vs. Occur
Test vs. Examine

When in doubt, keep it simple.

4. Be concise.
Nobel prize winner and writer William Faulkner said it best: Kill your darlings.
As writers, it’s so easy to get carried away with our words. In marketing, using excessive language can have the exact opposite effect.
AJ Beltis, senior marketing manager at HubSpot responsible for blog leads, calls himself a wordy writer. So, he focuses on brevity.
“The first time I write something, I get all of my thoughts down in writing. Then, I’ll look it over again, and ask myself, “how can I say this more concisely?” he says. “I find that I’m able to get my point across clearer and faster as a result.”

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Madison Z. Vettorino echoes this by encouraging brands to keep their copy “bite-sized” without sacrificing accuracy and authenticity.
“Every word and sentence should connect to that core idea. If it doesn’t, it’s unnecessary and should be deleted,” she says. “When it comes to copywriting, the ability to keep it brief yet impactful is a superpower.”
5. Write how you speak.
This one seems obvious but can be the biggest hurdle for copywriters.
We often think that our readers use language that’s more advanced and elevated than our own. But the truth is, many readers want to be spoken to like a friend.
“It’s more relatable and conversational, and the reader gets a little taste of your personality,” says HubSpot staff writer Alana Chinn. “Plus, it’s a lot easier to write about complex topics if you think about how you’d explain them to a friend or family member in real life.”

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6. Take breaks between drafts.
When you’ve been working on something for a while, it becomes hard to spot errors.
To combat this, take a lot of time between edits, says HubSpot staff writer Madhu Murali.
“This gives me a fresh perspective on the piece each time I read it and get a better idea of a reader’s POV,” he says.
When rereading, you’ll likely spot clunky sentences, awkward phrasing, and grammar mistakes more easily. This approach can turn good copy into great copy.
7. Break up the copy.
No matter how good your copy is, if it’s long and bulky, you’re likely to lose your reader’s attention.
Eye-tracking studies reveal that website visitors often skim articles instead of reading every sentence. As such, break up your paragraphs – especially if your traffic mostly comes from mobile devices.
This can be also done through subheaders, bullet points, and images, as shown in the example below.

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8. Avoid overuse of buzzwords.
I once landed on a website and read so many buzzwords that I had no idea what they were saying. I spent a few minutes re-reading sentences to make sense of them but got nowhere.
I got discouraged and exited the site.
When using buzzwords, the goal is usually to use words most likely to stand out to readers. Sometimes, people get carried away a bit and you end up with a convoluted sentence with no substance.
In this case, less is more. So, keep your copy straightforward and jargon-free – unless you have data to prove that it works for your audience.
9. Focus on benefits.
As straightforward as this seems, many companies fail to apply this principle to their web copy.
They focus on what their company does and what products they offer, instead of writing from the reader’s perspective. What can they gain from using your software? Start from there.
So, instead of saying “We do inbound marketing,” try something like “Increase your web traffic and leads with engaging content,” which immediately outlines the benefits.
10. Don’t overlook microcopy.
Microcopy refers to short text on a website, such as a call to action and the label on a form field.
the text that doesn’t seem to come up in conversation very often, but it’s little details like these that can make or break the user experience on your website.

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Easier said than done, right? We know.
There are a few surefire ways to write an engaging CTA:

Use action verbs – Instead of generic phrases like “Click here” and “Learn more,” use terms like “discover,” “join,” instead of generic phrases like “click here.”
Appeal to their desires – If you know your audience seeks community, you can emphasize this with a CTA like “Join a community of 1,000+ marketers.”
Evoke urgency and scarcity – Terms like “limited,” “Act now,” and “while it lasts,” can drive action from consumers who don’t want to miss out.

11. Check out the competition.
It’s always helpful seeing what your competitors are doing, as it can inform your own strategy. Copywriting is no different.
Review your direct competitors’ websites and take note of their copy. What’s their tone? How do they present their products and services to consumers? What CTAs do they use (and on which pages) to drive traffic through to the bottom of the funnel?
I’m not suggesting that you should adopt their copywriting approach but it doesn’t hurt to know their take.
Now that you have all these tips, you can step your copywriting game up and increase those conversions.
Editor’s Note: This post was originally published in March 2015 and has been updated for comprehensiveness. 

“Why do you want to work here?”
It’s a question almost every job candidate can expect in the interview process, and for good reason: your answer will help the hiring manager decide if you’re genuinely interested in the role, or if it’s just another one on your list.

While the question is relatively straightforward, it can be tricky to maneuver. Here, we’ll cover strategies to handle the question and offer five example responses for you to reference.
1. Give a well-rounded answer.
Saying the job looks interesting — or the company is great — isn’t enough. In other words, if you can answer this question in four to five words, you probably need to go back to the drawing board. Remember, the interviewer is looking for a substantive answer that can help them gauge your interest and decipher if you’re a good fit.
2. Do your homework.
Arguably the most important step is researching the organization ahead of your interview. A good place to start is their website. Go beyond the home page to learn more about the company’s mission, goals, and culture. Take note of what stands out to you.
Social media can also offer a glimpse into an organization, its initiatives, and its culture. Go a step further and look up any recent press releases or articles about the company to be in the know on its latest developments.
3. Consider your own values.
When trying to prove you’re a good fit for an organization, remember it’s equally important for an organization to be a good fit for you. This is why it’s essential to define your values, then identify organizations that share similar ones.
If you’re unsure about your core values, ask yourself the following questions:

What kind of culture do I thrive in?
How can an organization make me feel supported?
What motivates me?
What are my personal and professional goals?

4. Study the job description.
Chances are, you skimmed through the job description before applying. Now it’s time to give it a second glance. What initially sparked your interest in the role? What are the core qualifications? How can this role help you achieve your career goals? Your responses will guide you through the next point.
5. Choose your reasons carefully.
If you’re focusing on candidate-centric things — work-life balance, benefits, compensation, a faster commute — you’re thinking about this question wrong.
Your interests should lie at the intersection of company needs, responsibilities of the role, and candidate competencies. For example, if you’re interviewing for a podcasting position, here’s how you might break down the answer to this question:
Company Needs: We need to partner with heavy-hitters in our industry.
Responsibilities of the Role: Source talent, brainstorm episode topics, prep guests, and edit episodes.
Candidate Competencies: Skilled with Audition, finger on the pulse of the industry, and deadline-oriented.
Personal Motivation: I want to work with high-profile people and make some good connections.
So, what’s the intersection of company needs, role responsibilities, candidate competencies, and personal motivation? You might talk about how you’ve learned a lot over the years by interacting with, reading, or listening to the experts in your industry. You’ve seen firsthand the impact exposure to them can have on a company and an individual.
Not only does an answer like that relate to the needs of the role and the company, but it ties in your abilities and shows that you’re personally motivated by the mission.
5 of the Best Answers to “Why Do You Want to Work Here?”
1. Speak to Your Skillset
“I recently read an article about your company’s expansion into international markets. Having worked in global sales for the past eight years, this is an opportunity for me to make a positive impact for a company I admire.”
Why It Works
This answer makes a convincing case that you have the necessary skills and experience to exceed in this role. You also demonstrate that your skills fit the company’s goals for the future.
2. Speak to the Culture
“Something I feel is harming the I.T. industry is this so-called “grind culture.” While it’s necessary to work hard, you can quickly burn out. I respect how one of your core values is maintaining the mental health of your employees. I admire this approach and, combined with my excellent work ethic, I’m confident we can produce great results.”
Why It Works
“Company culture” is a bit of a buzzword these days. It can apply to anything from ping-pong tables to free snacks. But in a broader sense, it should reflect a company’s values and priorities. This example calls out a specific issue and how the company addresses it. In doing so, it shows genuine interest in working for a company that cares about its people.
3. Speak to the Company’s Mission
“This might sound a little cliche, but I like working in customer service because I enjoy solving for the customer. I’ve always been impressed by Company XYZ’s excellent track record of doing just that. You’re a mission-driven organization with a focus on making people’s lives easier. My passion for customer service stems from a similar mindset.”
Why It Works
This example works because it shows you’ve done your homework on the organization. It also relates your professional approach to customer service to drive home that you’re a great fit.
4. Speak to Your Core Values
“I first heard about Company XYZ last year when I came across your Clean the Seas campaign. Conservation is important to me, and I respect your initiatives in this area. I think it would be incredible to work at a place where I can apply my marketing skills to a cause close to my heart.”
Why It Works
This example aligns your values with those of the company. It highlights your admiration for their environmental work while communicating your passion for the same mission.
5. Speak to Your Product Expertise
“As a fan of your products, I’m always impressed with your developments in this space. In my work, I’m constantly looking for new solutions, so I’m excited by the opportunity to join a team as passionate about innovation as I am.”
Why It Works
This answer shows that you’ve not only researched the company, but you have firsthand experience with their products. It also underlines your interest in product development and innovation.
Back To You
“Why do you want to work here?” It’s a great question to help hiring managers to gauge your level of interest — and provides an opportunity for you to share what really matters to you. If you come prepared, you should have no problem nailing your answer.

How often you post on Instagram can affect your success on the app. Post too much and you oversaturate your audience, post too little and you can stand to lose followers (Marketers say that this is the number one reason they lose followers).
Given that your audiences want to hear from you on the platform, creating a posting schedule that meets this desire is important. Read on to learn how often your business should be posting on Instagram.

How Often Should A Business Post On Instagram
During Instagram’s 2021 Creator Weekend, Adam Mossieri (Head of Instagram) was asked about the ideal number of posts for businesses to make to succeed on the app. He said there was no set formula, but an ideal strategy is to share a couple of in-feed posts per week and a couple of stories per day.

 

 

 

 

 

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A post shared by Instagram’s @Creators (@creators)

A recent HubSpot Blog Survey asked the same question, and here are the responses collected from 500+ global B2B and B2C Instagram marketers.
Overall, 80% of marketers post to their feeds in their roles. When they do post,

45% post multiple times per week,
23% post multiple times per day,
23% post once per day.

The survey also asked marketers how often they post Stories, and 43% post stories multiple times per week, 23% post multiple times a day, and 23% post daily. Marketers also say the ideal number of Stories to have up at once is 4 – 9.

How To Know the Best Posting Frequency for Instagram
Coming up with the best posting frequency for your brand or business to post on Instagram involves leveraging the insights found above and experimenting, as your followers will let you know what works.
For example, if engagement tends to drop off after a certain number of posts per week, your followers are saying that you might be posting too much.
You also need to be mindful of when your followers are most active and the time zones they’re in. If you post when your most engaged audience is asleep, it doesn’t matter if you post ten times per week because they won’t be online and ready to engage when you’re trying to reach them.
Experiment with a posting schedule and use your insights and analytics to see what works and what doesn’t. Once you’ve figured out the perfect number of posts, you can stick to it week by week by scheduling your content.
Over To You
You never want to miss an opportunity to reach your audience. Aim to maintain a presence on the app that helps them learn from your business and remain excited to see what you’ll share with them next.

Experiential marketing involves inviting your audience to interact with your brand in a real-world situation.
These experiences are often hands-on, exciting opportunities that help businesses engage with attendees in a way that is different from interactions they may have online.
Read on to discover new data about how businesses are investing in experiential marketing and how you can leverage the strategy in your processes.

Will brands invest in experiential marketing?
HubSpot Blog’s Marketing Industry Trends Report surveyed 1,000+ global B2B and B2C marketing professionals and asked them about the marketing trends they currently leverage.
29% of marketers say they use experiential marketing in their roles, and of those who use it, 51% say it is the second most effective trend they leverage. 83% of marketers also plan to continue investing the same amount or increasing their experiential marketing investments in 2022.
So, yes, brands will continue to and increase their investments in experiential marketing. Let’s discuss why.
Why are brands investing in experiential marketing?
Real-life experiences help foster a sense of connection that brands cannot mimic digitally. Esther Sauri, a marketer at Linkilaw Solicitors, told Business News Daily that experiential marketing is effective because humans are emotional beings: “When a brand connects with us in an emotional way, we not only buy it, [but we become] loyal customers.”
Marketers also say that continued investments in experiences are due to consumers’ desire for connection and community with their favorite brands after a few years of digital-only options. Brett Hyman, founder and president of NVE Experience Agency, told BizBash that, while production and safety remain key, “2022 will be about creating the best in-person experiences that focus on a return on their time…it’s important we prioritize experiences as a way to foster the human need for connection.”
Health and safety measures still remain critical for brand activations and experiential marketing experiences, though, so Cara Kleinhaut from AGENC told BizBash that leaning into outdoor environments is a best practice: “Giving consumers an exciting and visually stimulating space to explore, especially one with great air ventilation and where we can time and regulate the throughput, is very attractive to consumers right now in my view.”
Affordable Experiential Marketing Examples
1. Harry Styles – Harry’s House
Musician Harry Styles released an album, Harry’s House, in May of 2022, and promoting it involved launching pop-ups in cities across the world.
People could visit the pop-up and buy merchandise, but the main attraction was a life-size version of the album cover that people could take pictures in as if they existed within Harry’s House. The image below features his album cover on the left and a fan recreation on the right.

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It was an affordable way to develop a connection with audiences who felt like they were part of his world by creating their version of the album cover. It also generated free marketing for the album, as people were encouraged to share images of their experience at the pop-up online.
2. DoorDash – Dash Course
Delivery service DoorDash created an experiential experience to draw attention to the hard work its delivery drivers do daily to seamlessly deliver food. The experience featured food-themed inflatable obstacle courses where the brand challenged people to leap over hot dogs or dive through the center of a donut.

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The inflatables were set up in a public space on college campuses, generating brand awareness from people simply walking by, a free form of marketing.
3. IKEA Sleepover
It was a cost-effective experiential marketing event for the business as it simply used its existing products, like beds, pillows, and bedding, to help sleepover attendees build their own sleepover setup.
A Facebook group called “I wanna have a sleepover in IKEA” inspired the business to take action on this request by randomly selecting 100 members from the group and inviting them to a sleepover.

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The sleepover was a hands-on, interactive experience that inspired a new form of connection with attendees, and it essentially offered people a free trial of its products. It was also cost-effective marketing, as it simply used its existing products, like beds, pillows, and bedding, to help sleepover attendees build their own sleepover setup.
It was also a cost-effective way to connect with audiences as it simply used the products it already offered, like beds, pillows, and bedding.
Experiential Marketing Helps You Form Emotional Connections
If you’re hoping to deepen the relationships you have with your target audience, events, experiences, and interactions help you establish emotional connections that are much deeper than what can come from sending an email or a targeted Instagram ad.

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