Coachella: The influencer Olympics
Coachella has been coined as the Olympics of Influencer marketing. Influencers from across the globe descend on Palm Springs to compete in a bid to capture the most epic festival content.
Hunger for this content is increasing year on year, with 43 million people viewing Coachella-related posts in 2022 on social platforms. Love or hate the Ferris wheel, you certainly can’t escape it.
As a global phenomenon both in the desert and on social media, the Festival presents an incredible opportunity for brands to tap into a global reach.
Influencers have huge audiences and followings that buy into their personal brand. Through brand collaboration with influencers that fit their energy and aesthetic, these brands are able to surpass basic advertising by presenting themselves in an authentic way, whilst simultaneously tapping into a new audience in a way that truly resonates.
Brand collaborations and influencer trips see influencers invited to experience a brand vision in real-time, creating genuine content that is relatable for both the audience of the influencer and subsequently of the brand in collaboration.
Over 100,000 people attend the iconic festival over its two weekends, with #coachella2022 receiving 87,347 thousand mentions last year across Instagram alone.
Live Design referred to Popular Chip’s social statistics from the festival, stating that posts mentioning Coachella received a 12.6% higher rate of views and 18.16% more likes. This presents a huge opportunity for brands to capitalise on this peak increase in audience engagement.
Coachella is a huge cultural moment globally, completely inescapable in the social media space. So much so, brands rush around the festival to create their own brand moments ready to share with Coachella's global audience. Brands such as Revolve have become synonymous with Coachella through hosting their own festival known as ‘Revolve Fest’ which huge celebrities and influencers such as Kim Kardashian have been known to attend.
The power of influencer marketing is undeniable on any given day, however during Coachella, influencer marketing is an unstoppable force. Influencer marketing allows brands to create and capture unique, authentic and eye-catching content in real-time, propelling their brand name to the forefront of an often saturated content conversation. Billboard reported that the brand content around the event was watched ‘more than 173 million times, and in 2018 generated 4.4 billion impressions — five times more than the festival’s official fashion partner, H&M.’
Brands often rightfully want to see how this reach and ‘influence’ translates into sales. Billboard also referenced 2022’s Revolve Fest which featured a ‘dedicated K-Pop Cafe’ which gained so much traction on social, New York stock exchange prices increased by 6%. It’s not all just pretty pictures, contrary to popular belief.
This year will mark Flourish Management’s 4th year at Coachella. We’re known for our amazing content out in the desert and we’re planning to take home the gold at the Influencer Olympics for a fourth year in a row.
Whether you’re a fashion, beauty or lifestyle brand, with an incredible concept and team (wink) you can harness Coachella’s influencer marketing magic to create a killer campaign.
So, if you’re a brand interested in utilising the world stage that is Coachella, drop us an email at marketing@flourishmgmt.co.uk
