4 Marketing Trends Shaping Live Events in 2025
As I look ahead to 2025, the events industry continues to evolve, adapting to changing consumer behaviors and technological advancements. From the resurgence of influencer marketing to the creation of niche communities within larger conferences, event organizers are finding innovative ways to engage attendees and create memorable experiences. Here are the four key trends shaping how profitable live events are being built, offering insights into how the industry is adapting to the behavior of new audiences.
#1: The Revival of Influencer Marketing
In 2025, influencer marketing is experiencing a renaissance in the events industry. As traditional digital advertising costs soar, event organizers are turning to influencers to reach and engage their target audiences more effectively and authentically.
The influencer presence that caught my attention on Instagram this year was the WESA Trade Show. Four years ago, WESA Trade Show, the largest western lifestyle and english equestrian goods trade show, created a permanent colocation event with the Dallas Market Center. As a cowgirl myself, there was no missing some of my favorite influencers at the August 2024 show.
Influencers who fall into the Western lifestyle space often wear many hats. They own farms, ranch operations, and local businesses that serve their communities. Social media has become a way for those that live in rural areas to shed light on what they do, and how they live, but also bring in money that feeds in the financial bottom line of their farms. Ashley Louise Jackson (The Boot Babe), Em Gleason (The Camo Cowgirl), Ireland Biltoft (Ireland Biltoft), and Kylie Hibbard (Shop with Me Cowgirl) are perfect examples of this, and they all attend WESA and share their experiences as retail buyers, but also multi-faceted ranch and agricultural business owners.
I also give WESA extra credit for knowing its audience, the event schedule has Cowboy Church on Sunday morning if market days cross into the sabbath. And they’ve borrowed a fashionable tactic from the MAGIC and PROJECT trade shows in using influencers to create Western fashion and lifestyle themed runway shows. Even mainstream fashion brands with Western influence, like Miss Me, have taken up booth space. And like most retail trade shows, they’ve created a dedicated hashtag, #WhereTheIndustryMeets
Long-Term Implications: The integration of influencers into event marketing strategies is likely to reshape how events are promoted and experienced. In the long run, we may see the emergence of "event influencers" as a specialized niche. This could lead to more authentic, peer-to-peer promotion of events, potentially reducing reliance on traditional advertising channels. However, it may also necessitate new approaches to measuring ROI and managing relationships with these influential partners.
#2: Creating Communities & Content within the Conference
Another trend I’m watching is the creation of what I’m calling the conference within a conference. The concept of a "conference within a conference" is gaining traction, transforming how attendees experience events. Brands and service providers are carving out spaces within larger conferences to create intimate, focused communities and deliver high-value content.
One that I love most is The Futur, led by Chris Do, that takes place at AdobeMAX. Chris hosts whiteboard education sessions in his booth where teaches creatives how to market and sell their design services at a premium price point. This started seven years ago, and over time has grown into a full fledged partnership with AdobeMAX, where Chris now hosts keynotes on the main stage, as well as promotes links to sell tickets through his, and his company’s channels (which total 4,121,500 followers across X, Facebook, TikTok, Linkedin, YouTube, and Instagram).
Another example of this would be ASD Market Week in their influencer collaborations with John Santos, a YouTube creator who teaches you how to build e-commerce businesses, and Nice Find Wholesale, a company that teaches entrepreneurs how to successfully build businesses through merchandise liquidation. Both companies used their presence at the show to create content, source merchandise for their businesses, but also network with their current customers and communities.
Long-term implications: This trend could fundamentally alter the structure of large conferences and trade shows. In the future, we might see major events evolve into ecosystems of interconnected micro-events, each with its own community and content focus. This could lead to more value for attendees and exhibitors alike, but may also challenge traditional revenue models for event organizers. It could also spark innovation in event space design and management technologies to facilitate these "conferences within conferences."
#3: The Rise of Nice Events
As audiences seek more personalized experiences, 2025 is witnessing a surge in niche conferences and events. These gatherings cater to specific demographics, interests, or professional needs, offering attendees a sense of belonging and highly relevant content. In 2025, I believe we’re going to see an influx in niche conferences and events tailored to specific audience types. For example:
The ROI: Millionaire Summit was created by Rachel Rodgers, as an extension of her multi-million dollar company Hello Seven. Rachel created the ROI: The Millionaire Summit because of the lack of diversity at the events she was a part of, and she wanted to see much greater representation in business events. Recently, Rachel broke down how it cost her to start her own events, but she also shared how that the return was millions in revenue after the first year. What is also worth noting is that she controls the event experience end-to-end; attendees don’t have to book anything but their flights. everything is provided for them.
Women in Ranching (WIR), founded by Amber Smith, aims to cultivate a community and build a safe space for women that work in ranching, food, and agriculture. Women in Ranching is designed for those who identify as women, and the organization is inclusive of indigenous, LBGTIA+, and women of color. WIR offers seasonal events that teach women about regenerative land management and sustainability, tactical workshops on stock handling, and hold online events during winter months. The goal is to help progressive women shaping food and agriculture feel safe, seen, and supported. This year they expanded into strategic partnerships, sponsoring industry relevant events like 8 Seconds Rodeo and the Old Salt Festival. This small group creates a ripple effect in male-dominated, conservative spaces.
The Exodus Summit is an virtual event that teaches people of color how to safely move outside the U.S. The Exodus Summit was created by Adalia Aborisade, a YouTube influencer who teaches black women to find financial independence and how to live abroad. The conference is only available to people of color, as its focus is on empowering marginalized groups to find financial freedom and be a part of a community built as a safe space.
Long-term implications: The proliferation of niche events could lead to a more fragmented events landscape, with attendees gravitating towards highly specialized gatherings. This might challenge larger, generalist conferences to redefine their value proposition. In the long term, we could see the emergence of event "constellations" - networks of related niche events that share resources and audiences. This trend may also drive advancements in virtual and hybrid event technologies to connect these dispersed, specialized communities.
#4: Exhibitor Create Their Own Growth Opportunities – After Hours
In a bid to maximize their return on investment, exhibitors at major trade shows are increasingly looking beyond the convention center floor. By hosting exclusive off-site events, they're creating intimate settings for deeper connections with key clients and industry players.
Several companies I’ve consulted for that use trade shows as a key part of their wholesale businesses have reported that renting a cabana at Mandalay Bay and inviting people for drink or hosting, to intimate dinners with their best customers and editors is providing far more return on investment than sponsorships. They report that the trade show participation is important, especially in terms of new accounts, but for more established companies, off-site events are fantastic for retention and renewals.
Long-term implications: This shift could redefine the relationship between exhibitors and event organizers. In the future, we might see more flexible event models that formally incorporate off-site activities into the official program. This could lead to new revenue-sharing models and partnerships between venues, event organizers, and exhibitors. It may also drive innovation in event networking technologies to help facilitate and track these off-site connections.
Behavior Shift: The New Event Horizon
Regardless of the event type, audience behavior is shifting. The way that people decided to be a part of an event is shifting. The way a company or brand decides to be a part of an event is shifting. This means that the way you market needs to shift. Tactically, I think that requires:
#1: Diversify Your Ad Spend
The landscape of digital advertising is shifting, with traditional platforms becoming increasingly expensive. Rising Cost Per Acquisition (CPA) on platforms like Meta (Facebook and Instagram) and Google necessitates a strategic reassessment of your advertising budget allocation. Tactics:
Conduct a thorough ROI analysis of your current ad spend across all platforms.
Experiment with emerging platforms like TikTok, which often offer lower CPAs and higher engagement rates.
Consider audio advertising on platforms like Spotify or podcast networks, which can provide targeted reach at lower costs.
Explore programmatic advertising to optimize your ad placements and budgets in real-time.
#2: Refine Your Audience Segmentation
As the event industry becomes more competitive, generic marketing approaches are losing effectiveness. Precise audience segmentation is crucial for delivering personalized messages that resonate with potential attendees. Tactics:
Utilize advanced data analytics tools to create more granular audience segments based on behavior, interests, and past event attendance.
Implement dynamic content in your email marketing campaigns, tailoring messages to specific segments.
Use AI-powered tools to predict attendee preferences and create hyper-targeted marketing campaigns.
Develop persona-based marketing strategies to address the unique needs and pain points of different attendee types.
#3: Embrace Audio and Video Content
With the rise of short-form video content and podcasts, audio and video formats present cost-effective opportunities for event promotion and engagement. Tactics:
Create short, engaging video teasers for your event to share on platforms like TikTok, Instagram Reels, and YouTube Shorts.
Launch an event-related podcast series to build anticipation and provide value to your audience year-round.
Experiment with live streaming pre-event content to give potential attendees a taste of what to expect.
Utilize user-generated content from past events to create authentic promotional material.
#4: Foster Two-Way Communication
The days of one-way broadcasting are over. Successful event marketing in 2025 will require genuine engagement and dialogue with your audience. Tactics:
Implement AI-powered chatbots on your event website and social media channels to provide instant, personalized responses to inquiries.
Host regular Q&A sessions or AMAs (Ask Me Anything) with event speakers or organizers on platforms like Linkedin or Reddit.
Create interactive content, like audience specific tools and resources, that they normally have to pay for and give it to them free. It may be a loss leader but the return comes from engagement, and ultimately participation.
Develop a community platform or forum where potential attendees can connect and discuss industry topics year-round.
#5: Clearly Communicate Your Value Proposition
In a crowded event marketplace, it's crucial to articulate the unique value your event provides to attendees, addressing their specific needs and challenges. Tactics:
Conduct thorough market research to understand the current pain points and aspirations of your target audience.
Develop a clear, concise value proposition that directly addresses how your event solves problems or creates opportunities for attendees.
Use storytelling techniques in your marketing to illustrate the transformative potential of your event.
Showcase concrete, quantifiable benefits of attending, such as ROI statistics, networking opportunities, or exclusive content.
The marketing strategies highlighted in this section point to a future where event promotion becomes increasingly personalized, data-driven, and integrated across multiple channels. Long-term, this could lead to the development of sophisticated, AI-driven event marketing platforms (which Freeman is already exploring) that can predict attendee preferences and automate much of the marketing process. It may also necessitate new skills and roles within event marketing teams, with a greater emphasis on data analysis, content creation, and community management. Privacy concerns and data regulations will likely play a significant role in shaping these strategies as they evolve.
What’s Coming Next
Gone are the days of one-size-fits-all conferences and impersonal trade shows. We're entering an era where authenticity reigns supreme, micro-communities thrive, and the lines between digital and physical experiences blur in exciting ways. The secret sauce? It's all about creating those "can't miss" moments that speak directly to your audience's soul. Whether you're an event organizer, marketer, or enthusiast, the future is bright for those ready to embrace change and think outside the convention center box.