event trends 2016

Snapchat Finds its Footing in the Event World

Snapchat_Logo_Goodman Lantern Blog Social media continues to take the world by storm. Despite the fact that it may feel as though the current “big bosses” in social media are the only ones that matter, the fact is that social media really is in its infancy. It will continue to grow and evolve at a remarkable rate - after all, that’s the nature of the concept in its entirety.

Whenever a new social media platform is established, it is adopted by younger, more techno-savvy users. As the user base expands to include previous generations, these new brands begin to dip their toes into the realms of highly competitive B2C marketing. At this point, influencers, celebs, and advertisers throw themselves into the mix; and then its just a matter of time before event organisers find a way to get in on the ground floor of the action.

This is where Snapchat is at the moment. At the precipice of popularity.

What is Snapchat? Is it Just for Kids?

Until recently, teens have been the epicentre of the user-adoption rate for Snapchat. The messenger aspect of the app seems to be its biggest selling point. It’s all about image-sharing kicked up to a new level. The instant messaging aspect of the app is also what attracts teens, like AIM did a generation ago.

Snapchat messages disappear after 24 hours. This ghost-message effect is what put marketers off the app initially, and it is probably responsible for the app’s slow growth over the last few years. Quite obviously, marketers want their messages to stick around for a good while - after all, that’s the entire point of engaging with your audience, right? Well, perhaps marketers could find a way to spin this ghostly feature in their favour.

Don’t Fall Behind

Employing the FOMO (fear of missing out) tactic is something that event organisers have been doing for decades. In essence, Snapchat uses FOMO to create somewhat of an addiction. Users crave the knowledge of trending news and posts that won’t be around forever. There’s a delightful edginess to it that other social media apps are lacking.

Most social media platforms are a constant stream of identical calls-to-action. Users are beginning to find these constant ads fairly tiresome - there’s nothing new to keep their curiosity piqued. There is a growing cynicism that prevents users from developing an interest in event posts that they have seen a hundred times and will continue to see a hundred more.

Event professionals need to market the most exciting aspect of their industry: the fact that it’s all temporary. If you only have one chance to view content before it disappears or attend an event before it’s all over, chances are you’re going to invest more of your time and interest. This is the magic that apps like Snapchat are able to capture.

Event Pop-Ups: Outside the Box Buzz

Pop Up Events Goodman Lantern The trend of “pop-ups” gained a huge amount of momentum during 2015, and is poised to continue this growth throughout 2016. As EMEA Events Manager at Facebook, Shara Tochia is an authority on many aspects of the events industry. She reports that there has been a marked rise in this type of event, across a very wide demographic, including stores, fitness studios, events and many others which are increasingly sought-after. There is a particular taste for the unusual and the unexpected - anything that adds a sense of wonder and occasion to a unique development. Tochia boldly encourages start-ups and new concepts, saying, “It’s time to get very creative and think outside the box.”

These temporary retail and event locations capitalise on their temporary nature and the public’s increasingly powerful fear of missing out on great experiences to create an incomparable buzz of interest. This type of endeavour has become so popular that even large companies have begun to host their own pop-up spaces, sometimes even taking place within the confines of a larger store. The appeal of hosting a pop-up is extremely broad, including the ability to test out ideas and gauge interest before embarking on a permanent venture, move dated stock, build unforgettable experiences, and even attract new interest from untapped corners of the population, creating a brand impression with staying power. 

Popertee.com predicts that more spaces will become available for pop-ups as property owners begin to realise how lucrative short-term leases can be. Additionally, the relatively low cost of hosting a pop-up will mean that smaller businesses and entrepreneurs will have the opportunity to afford premium space, often directly beside larger corporation’s efforts. Another growing trend is tech-enabled retail experiences that become seamless for the client to pass between various mediums. The most exciting aspect of the pop-up culture, is the sheer limitlessness of what can be achieved in a pop-up space. Creativity and innovation are leading the march in building incomparable retail experiences for increasingly discerning clientele. 

Pop-ups offer an unparalleled level of intimacy between companies and their clients, allowing decision makers to keep their finger on the pulse of what the trending demands and needs of their customers are. The importance of staying relevant is at an all-time high in a world where pop-ups are appearing on every street and dominating the retail environment across the globe.