UGC for Events: How to Maximize Engagement Before, During, and After Your Event

User-generated content (UGC) is the life of the party when it comes to event marketing. It’s fun, authentic, and incredibly effective at getting people excited about your event. Want to sell tickets like hotcakes, make your event the place to be, and keep the good vibes alive long after the lights go down? Here’s your ultimate guide to using UGC to make your event unforgettable—from pre-show hype to post-event nostalgia.

Before the Event: Build Buzz That’s Too Good to Ignore

1. Kick Things Off with a Bang (and a Hashtag!)

Your event starts online, long before anyone walks through the doors. Announce your event with a memorable branded hashtag and invite your audience to join the conversation. Think: “#FestiVibes2024 is happening, and we can’t wait to see you there! Share your excitement and tag us to get featured!”

Keep it short, fun, and easy to remember—bonus points if it rhymes or feels clever!

2. Team Up with Diverse Creators and Influencers

Partnering with UGC creators and influencers is a game-changer, but make it diverse! Work with creators of different sizes (nano, micro, and macro influencers), backgrounds, and communities to amplify your reach. Not only does this bring fresh perspectives, but it also ensures your event feels inclusive and welcoming to everyone.

For example, an influencer who loves live music can showcase your festival, while a foodie creator can highlight your event’s incredible snack lineup.

3. Offer Pre-Event Challenges and Perks

Give people a reason to post before the event. Host a “Countdown to the Big Day” challenge where participants share how they’re prepping for the event. Reward the best posts with prizes like VIP passes, exclusive swag, or drink tickets.

4. Hype It Up with Sneak Peeks

UGC isn’t just about your audience—it’s about your team, too! Share behind-the-scenes clips of your staff setting up or planning something epic. Pair these posts with captions like, “Can’t wait to show you what’s in store at #FestiVibes2024!” Sneak peeks spark FOMO (fear of missing out) and get people excited to join the fun.

During the Event: Make Every Moment Insta-Worthy

5. Design Spaces That Demand a Selfie

If your event doesn’t have a photo-worthy backdrop, did it even happen? Create Instagrammable moments with branded photo walls, funky neon signs, or interactive installations. Don’t forget to add your hashtag on these props! A rainbow balloon arch or a whimsical swing set can become the star of your attendees’ feeds.

6. Hire Diverse UGC Creators to Capture the Vibe

Bring in creators to work their magic at the event. A TikTok whiz can capture behind-the-scenes clips, while a photographer nails that “candid but not-so-candid” group shot. Hiring creators who reflect your audience’s diversity ensures everyone sees themselves in your event and feels included.

7. Go Big with Real-Time Engagement

Turn your audience into stars during the event! Use a live social media wall to display attendee posts tagged with your hashtag. Seeing their content up on the big screen will make people want to join the action. You can also host “Spot the Post” giveaways: “Show us your best dance moves in a tagged post for a chance to win!”

8. Stream It Like a Pro

Not everyone can attend your event—but that doesn’t mean they can’t join in. Stream snippets on Instagram Live or TikTok, and ask viewers to share how they’re celebrating virtually. The buzz will spill beyond the venue and keep your event trending.

After the Event: Keep the Party Going

9. Make a Killer Highlight Reel

Turn attendee UGC into a highlight reel that screams, “You had to be there.” Combine short clips, testimonials, and crowd shots to showcase the energy and magic of your event. Use it to thank attendees and tease next year’s event.

10. Shout Out Your Attendees

The event may be over, but your audience’s posts are still rolling in. Repost their photos and videos with fun captions like, “We loved seeing [@username] dance the night away at #FestiVibes2024!” It keeps the community vibe strong and makes attendees feel like rockstars.

11. Use UGC as Testimonials

That glowing Instagram Story about how your event was the best day ever? Pure gold. Reach out to attendees for permission to use their posts as testimonials on your website and in next year’s promo materials. Nothing sells like happy customers sharing their genuine experiences.

12. Start the Countdown to the Next Event

It’s never too early to get people talking about next year. Use this year’s UGC to hint at what’s to come. For example, “You thought #FestiVibes2024 was epic? Wait until you see what we’re planning for 2025!” Include a side-by-side comparison of past years to show how your event keeps leveling up.

Pro Tips for UGC That Shines

• Make It Easy to Share: Provide free Wi-Fi and plenty of charging stations to keep your attendees online.

• Engage, Don’t Ghost: Like, comment, and reshare attendee posts to show you’re part of the fun.

• Embrace Inclusivity: Diverse creators, influencers, and attendees make for richer, more relatable content that appeals to a broader audience.

• Plan Ahead: Coordinate with creators and brainstorm UGC-worthy moments during your planning phase.

Why UGC Is the MVP of Event Marketing

UGC isn’t just content—it’s your event’s story, told by the people who lived it. By tapping into UGC before, during, and after your event, you’re not only building hype but also creating a treasure trove of authentic, shareable content.

So, what are you waiting for? Start planning your UGC strategy, hire some diverse and creative storytellers, and make your next event the one everyone can’t stop talking about. #EventGoals