Vibes over metrics: Why more creators are holding IRL events to own their audience

The creator economy’s massive growth has led to a rise in IRL creator events as brands look for more ways to reach their large, hyper-engaged fanbases. But these events are no longer just brand activations; they’re becoming a key part of how creators build and position their own brands.Whether they’re putting on massive stadium shows, conducting meet-and-greets at branded pop-ups, or working a shift at a local shop, creators are increasingly using in-person events to engage with and own their audiences off of social media platforms. “It’s about curating moments that get talked about on-screen, offline, and that stick in our memory bank for years,” said Brooke Berry, head of creator development at Snap.  Those special, off-platform moments are why companies like Snapchat started holding IRL workshops called “Snap School” to not only teach creators how to thrive on the platform, but how to build relationships off-platform, as well. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.