IMPACT’s Group Account Director presents closing keynote at events conference


Last week, IMPACT’s Group Account Director, Katie Eastment joined industry colleagues from Anthem and The Lab Insight & Strategy at the 2023 Ticketing Professionals Conference Australia.  

Attended by international delegates from across Asia, the USA and the UK, the annual affair features panels and presentations sharing knowledge and insights on all facets of the live events industry.   

The evolution of influence 

Delivering the closing keynote session, the ‘Evolution of Influence – where to from here?’, Katie and the panel discussed how the live entertainment sector can navigate the changing landscape of influence and audience engagement. 

In an ever-crowded market under increasing financial pressures, the live entertainment sector recognises the growing importance of word of mouth, content creation, and influencers.  

But it takes time. The average person needs to hear about an event seven times before  before they buy a ticket!  

Katie says sophistication from creators in the ideas and content they are producing for brands and events, is critical to achieve cut-through. 

“People are moving away from perfect, overly curated content. Of course, there is the exception, but audiences are increasingly looking for connection with others like them – they want real, they want relatable they want to see their lives reflected back at them with a sprinkle of aspiration. Event content is no different.” 

Using influencer content to sell tickets 

Katie explains there are different ways content can be used to bring an event to life. And that’s where you’ll get the best value from your agency. 

For example, the frenzy surrounding Taylor Swift’s Eras Tour perfectly suits engaging influencers for pre-event content, such as through ‘getting ready with me’ videos or Taylor Swift make up tutorials.  

In that same pre-event vein, collaborations where influencers take their audiences backstage ahead of a major live event is the kind of behind-the-scenes content that fans crave. The sky is the limit. 

To broaden the scope of opportunities, Katie shares her six influencer content key opportunities for events: 

  1. Think of influencers as a storytelling media channel (or paid ‘earned’).

  2. Continue to build a bank of event reviewers but look outside your mega fans too.
  3. Create long-term, authentic relationships.

  4. Go beyond reviews and create engaging money-can’t-buy experiences.

  5. Find ways for creators to bring the event to life at home.


  6. Make your authentic, third-party content work harder – repurpose content on multiple channels and/or invest in boosting.  

To learn more about working with influencers, listen to our Influencer Pulse Check podcast miniseries. 

Do you have an upcoming event that needs a killer PR, social media, or influencer campaign? To understand how to strengthen your events strategy, build relationships or work with influencers, contact   


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