Creators IRL: How The Creator Economy Intersects With Experiential Marketing

The New Era of Social Media

Over the past decade, the creator economy has thrived online with social platforms like YouTube, Instagram, and TikTok. But now, in 2025, the creator economy is no longer tied to screens. Rather, influencers are taking their talents and fan engagement to the real world with tours, pop-ups, and more. For fans, these offline experiences satisfy a growing appetite for connection. “Trend and scrolling fatigue combined with what we call digital captivity have led young people to relearn how to connect. Creating their own spaces, taking their online interests offline,” Andrew Roth, Founder and CEO of dcdx, shared. “The desire and appetite for IRL has never been clearer; young people are not just interested in in-person gatherings, they crave them.”

Creators’ shift “IRL” has also changed how brands approach influencer marketing. By bridging the gap between online influence and physical experiences, creators are becoming central to experiential marketing strategies, designing events that not only entertain but also build cultural relevance, drive loyalty, and spark conversations that live far beyond the event itself.

Key 2025 Creator Economy Statistics

• Collabstr estimates that the influencer marketing industry is set to grow by 12.12% to $22.2B in 2025. On the other hand, the global creator economy, at large, is projected to grow from $191B in 2025 to $528.39 in 2030, demonstrating a 22.5% CAGR.
• Collabstr also reports that the number of user-generated content creators has grown by 93% YoY, demonstrating a new wave of aspirational creators and micro-influencers.
• According to a report from EMARKETER, 84% of Gen Z and Millennial users value brands that provide a marketing mix of technological and physical experiences.
• The EventTrack 2025 Report revealed that over 74% of Fortune 1000 marketers plan to increase their event budgets in 2025.
• According to data from StubHub, influencers, podcasters, and authors collectively sold 500% more tickets for events in 2025 compared to 2024. Moreover, tickets for content creator events are nearly 40% less in ticket price compared to traditional live events, making them an affordable yet engaging entertainment opportunity for fans.

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How Are Creators Embracing In-person Experiences?

Live Podcast Recordings

What used to be a private entertainment experience is now an opportunity for social gathering and even direct interaction with creators. Live podcast recordings and podcast tours are one of the next big trends in the creator economy and live entertainment industry. According to Prolight+ Sound, podcasts like The Ringer reported that 88% of its live events sold out, some shows within as little as 12 minutes. Tana Mongeau’s Cancelled Live tour with Brooke Schofield is another standout example of a podcast successfully going live. In an interview with fellow creator Jeff Wittek, Tana revealed that the tour delivered a surprisingly high ROI through both merch and ticket sales, along with overwhelmingly positive fan reactions. Call Her Daddy host Alex Cooper is also taking a spin on the live podcast trend with her upcoming Unwell Vegas Weekend, a two-day event packed full of hilarious live shows and viral sponsors. The Unwell event kicks off on October 11th at The Cosmopolitan in Las Vegas, featuring guest stars and previous podcast guests like Paris Hilton, Trisha Paytas, Bethenny Frankel, and the cast of Secret Lives of Mormon Wives.

Nationwide & Global Tours

Beyond live podcasting tours, some creators are opting to focus on IRL engagement with live challenges, comedy shows, and more! Leading the pack in 2025 is comedian Druski, whose hit Coulda Been House series not only broke records this summer but also saw its Season 2 debut recognized by Tubefilter as one of the Top 5 Branded Videos of the Week. Druski is bringing his humor to the big stage this fall with his international Coulda Fest Tour featuring Soulja Boy, BigXthaPlug, Young M.A., and Snoop Dogg.

Community Pop-Up Events

At the heart of creator events going “IRL” is the opportunity to build relationships and connect with like-minded communities. The Publish Press recently interviewed three NYC influencers to explore how they, and other rising creators, are connecting with local audiences through in-person events and pop-ups.

• Lifestyle and fitness creator Lydia Keating is the host of Good Story Run Club, which consists of exciting community runs followed by engaging storytelling open mic sessions. “I think there’s something about running producing endorphins that softens people’s egos and makes them more open to being vulnerable for telling a story,” Keating shared with The Publish Press. “One of my friends said they didn’t have a thought to pull out their phone once, which I think in our current world is really amazing.”
• Storytelling creator Colleen Yu is the mastermind behind Let’s Ripple, a series of creative hackathons where attendees co-write short stories or make videos, which has partnered with big brands like Notion, Epidemic Sound, and BetterHelp. “It’s working with the right partners who see the softer values in events while delivering […] millions of people in reach because we invite different-sized creators,” Yu told The Publish Press.
• Artist and designer Karo is opening her NYC gallery later this year for in-person art workshops with fans and local creatives. “It’s a very approachable environment where everyone that comes is a stranger, you’re all on the same playing field, it’s not clique-y,” Anya shared. “People are getting along, booking trips together after. That feels like the point of the brand to me.”

Influencer-Founded Product Launches

Teen creator Salish Matter, best known for her viral YouTube content with her father, Jordan Matter, is quickly rising as a favorite among Gen Alpha fans. This September, she entered the beauty space with her latest venture, Sincerely Yours, a teen-focused skincare brand sold exclusively at Sephora. Designed as “skincare essentials for the next generation,” Salish’s debut skincare line features a simple four-step routine that’s acne-safe, dermatologist-tested, and tailored to what sensitive young skin actually needs.

To kick off the launch of Sincerely Yours, Salish invited fans to her pop-up event at The American Dream Mall. The pop-up event drew over 87K fans eager to meet Salish and try out Sincerely Yours, marking The American Dream Mall’s largest event ever. According to The Publish Press, the event had over 30K RSVPs and surpassed the mall’s 10K capacity by 7 AM. Although Salish had to shut down early due to safety concerns, fans have sold out Sincerely Yours in-stores and continue to post about the viral brand across socials.

Check out also:

• Top 10 Influencer-Founded Fashion Brands
• Top 10 Influencer-FoundedFitness Brands
• Top 10 Influencer-FoundedBeauty Brands
• Top 10 Influencer-Founded Food Brands

Creator Sporting Events: The Hybrid Opportunity

Creator-led sporting events are redefining live entertainment by blending IRL fandom with global digital reach. A prime example is Jake Paul’s upcoming exhibition boxing match against Gervonta “Tank” Davis, scheduled for November at Atlanta’s State Farm Arena and streaming worldwide on Netflix. This hybrid model allows fans to choose between in-person energy and at-home viewing, expanding accessibility and scale.

Similarly, the Sidemen’s charity soccer match returned in March to a sold-out Wembley Stadium, with 90K attendees and over 14M YouTube viewers. From mixed martial arts to field-day-style competitions, creator-led sports activations can generate massive audiences, drive cultural relevance, and create unique sponsorship opportunities.

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Why IRL Experiences Matter for Brands and Creators

Fostering Deeper Engagement Opportunities for Fans

One of the core reasons why in-person experiences matter for brands and creators is their ability to move beyond surface-level interactions and foster truly meaningful interactions with fans. The Influencer Marketing Hub reports that community-building accounts for more than 46.9% of mentions, signaling the rise of long-term value-driven relationships in influencer and experiential marketing. In this sense, in-person experiences are more about cultivating trust, value, and a sense of belonging for users, all of which will keep audiences engaged well beyond the IRL activations themselves.

Building a Built-In Content Pipeline

User-generated content, aka UGC, is another major trend in the creator economy, with in-person events creating the perfect opportunity for fans to engage with their favorite brands and creators while producing content of their own. Katherine Miller, Director of Social Media at Hot Topic, shared with Digiday that the company plans to up its creator activations in the second half of 2025, noting that they are a “growing focus” with strong impact. “We track views and impressions, of course, but it goes deeper,” Miller shared. “These events let us connect with new creators we might not otherwise reach and the ripple effect of fan-generated content tells us we’ve made an impact.”

Fans aren’t the only ones contributing to the content pipeline for IRL activations. Participating creators and featured influencers often take the lead in promoting and documenting these exciting events. Livestreaming is another trending content style, with top creators like Michelle Phan attending pop-ups and livestreaming on site.

Expanding Sponsorship Value

Beyond fostering community and content creation, IRL creator experiences can open up avenues for expanding sponsorship value. Dude Perfect’s 21-event national tour this summer demonstrates how brands can maximize their reach and influence through dynamic IRL events. “Content is an amazing asset to advertise against, but in many ways, it is a broad tool,” Dude Perfect CEO Andrew Yaffe told Digiday. “The repeated exposure and the depth of emotion you get at a live event is an asset that we’re lucky to have at our disposal.”

YouTubers Sam Golbach and Colby Brock also held seven in-person events, from exciting meet-and-greets to an escape room in Los Angeles, back in 2024, showcasing how live events can drive real-world impact for brands. “One thing that a lot of brands don’t really get to see is how you can put butts in seats, or how you can get people off the couch or actually into a store or an experience,” Golbach explained. “So, not only will we be able to provide an experience to the fan, we also get to showcase the Sam and Colby fandom.”

The Shift Crawl: Exclusive Insights From Founder Brooke Berry

According to Forbes, more than 95% of Gen Z and Millennials are interested in turning their online interactions and passions into real-world experiences. Attending these IRL events has led 84% of attendees to form new friendships, while 45% say such experiences have strengthened their “sense of self.” Brooke Berry’s latest initiative, The Shift Crawl, is at the forefront of this trend, redefining experiential marketing and community-building within the creator economy. Our team at The Influencer Marketing Factory held an exclusive interview with Brooke Berry to learn more about the latest with The Shift Crawl and the mission driving her viral venture.

Key Quotes & Insights From Brooke Berry

• “Post-COVID, I’ve been thinking a lot about just in-person. I think everybody’s trying to figure out the algorithm online, and I’m just trying to figure out the algorithm in-person.”
• “People don’t go to the Krusty Krab for the Krabby Patty. They go because SpongeBob is behind the grill. Like, imagine if SpongeBob invited all of Bikini Bottom to roll up during his shift.”
• “For me, the goal is to start with what the creator is passionate about and build the Shift Crawl around that…When Jeremiah said he was down, The Last Bookstore was the first and only thing that came to mind.”
• “I’m going to create that same universe for Shift Crawl that both happens on TV and online, but then it’s also paired with this real-life experience where you can come and see.”
• “Any person with a venue has now become a stage.”

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Creators IRL Infographic & Exclusive Survey

Our team at The Influencer Marketing Factory conducted an exclusive Creators IRL Survey with 1,000 U.S.-based respondents ages 18-65 to learn how fans are connecting with brands and creators through experiential influencer marketing.

Key Insights From Our Creators IRL Survey

After analyzing our results, we narrowed down the following five main findings:

1. 41% of U.S. social media users ages 18-65 reported attending at least one in-person influencer event in the past year, highlighting the growing demand for offline creator-led experiences.
2. Interest in future influencer events among non-attendees is strong, with two-thirds of respondents open to attending (34% yes, 33% maybe).
3. From casual hangouts to live shows, fans are eager for in-person creator moments of all kinds. Meet & greets ranked #1, followed by product launches and workshops in the top three. Pop-up shops came in 4th, with live performances close behind in 5th. Sporting events and live podcast recordings rounded out the list at 6th and 7th, showing that every format offers exciting ways for creators to bring their communities together.
4. The majority (46%) of respondents reported that they are excited about Creator IRL events and love real-life interactions with influencers. Only 2% of respondents reported they believe IRL events are overhyped, signaling the dominant forward-thinking sentiment of creator fans.
5. Our survey results show that $10-$50 is the “sweet spot” for events like sporting events, workshops, and meet-and-greets.

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How Brands Are Leveraging Experiential Influencer Marketing

Experiential influencer marketing is the perfect blend of content creators and in-person community engagement. From pop-ups and fitness events to global tours and live podcasts, content creators are transforming traditional marketing into exciting experiences fans want to attend, share, and remember.

In this infographic, our team at The Influencer Marketing Factory breaks down the key trends and case studies shaping success in the experiential influencer marketing space to better inform brand strategy. We have also conducted an insightful survey that breaks down user sentiment and preferences regarding “creators IRL.” To learn more about how to leverage experiential influencer marketing for your brand, get in touch with The Influencer Marketing Factory today!

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The Influencer Marketing Factory’s Experiential Influencer Marketing Case Studies

Hyundai

• The Background: The Hyundai Santa Fe, introduced in 2000, was Hyundai’s first SUV. Named after Santa Fe, New Mexico, it aimed to blend family comfort with SUV utility. The 2024 Santa Fe is the latest version, focusing on comfort, space, and tech. It’s promoted as a top-notch family SUV with a roomy interior, including more head and legroom, and a big cargo area. Inside, it’s packed with modern features like wireless phone chargers and a UV-C sanitizer tray. Under the hood, it comes with a 2.5-liter turbo engine for the U.S. market, along with other engine options.
• The Solution: Hyundai embarked on a dynamic marketing journey for the launch of their new vehicle, the Hyundai SANTA FE, by collaborating with the Influencer Marketing Factory. This innovative campaign was strategically designed to harness the power of influencer marketing across popular social platforms like Instagram, TikTok, and YouTube. Key influencers were invited to the vehicle’s launch event in New Mexico, where they had the opportunity to create and share their unique content, showcasing the Hyundai SANTA FE’s features and capabilities.
• By the Numbers
  • 7.5M Instagram Combined Followers
  • 5.8M TikTok Combined Followers
  • 2.5M YouTube Combined Followers
  • 1.2M Instagram Combined Impressions
  • 160K TikTok Combined Views
  • 22.5K YouTube Combined Views

Check out our full Hyundai Case Study

F45 Training

• The Background: Our agency partnered with F45 Training to launch a U.S.-focused influencer marketing campaign timed perfectly in December, just ahead of the New Year’s fitness rush. The initiative introduced F45’s innovative training approach, which combines cardio, strength, and functional movement, positioning the brand as a dynamic and results-driven option for audiences looking to kickstart their health journey. Through authentic creator storytelling, the campaign spotlighted F45 Training as a leading fitness solution, showcasing its unique blend of workouts that keep members engaged and motivated.
• The Solution: To activate the campaign, The Influencer Marketing Factory invited a diverse group of U.S. creators to experience F45 firsthand through dynamic in-studio training sessions. From mothers and couples to newcomers exploring their fitness journey, influencers documented their workouts in engaging vlog-style videos that gave audiences an authentic window into the F45 community. Each creator emphasized the program’s variety, showcasing how F45 delivers a fresh routine every day that blends cardio, strength, and functional movement, making fitness both approachable and exciting.
• By the Numbers
  • 2.9M+ TikTok Combined Views
  • 173.8K+ TikTok Combined Likes
  • 4.5K+ TikTok Combined Saves
  • 7.4K+ TikTok Link Clicks
  • 12.3% TikTok Engagement Rate
  • 2.9M+ Instagram Combined Views
  • 61.2K+ Instagram Combined Likes
  • 293.4K+ Instagram Stories Impressions
  • 300.1K+ Instagram Stories Reach

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Best Practices for Experiential Influencer Marketing

1. Co-Create With Creators & Influencers

The most successful activations are those built alongside creators themselves, not just around them. Just like with typical influencer marketing campaigns, creators perform best when they have creative input and the freedom to integrate promotional products naturally. When influencers have input on the format, activities, location, and other related factors for in-person events, their audience can recognize that effort and appreciate their commitment to authenticity. Moreover, “collaborating with influencers and creators during the planning stages can help you elevate audience satisfaction by improving your chances of meeting and exceeding audience expectations,” according to Sprout Social. Open and effective communication is integral to co-creation with influencers. Brands must be thorough in communicating expectations and guidelines for their event in order to support creators’ ideation process.

2. Design Your Event for Shareability

As discussed in our passage on “Building a Built-In Content Pipeline,” in-person influencer events are hubs for UGC and engaging content. Given this trend, brands should design their events and experiential influencer marketing activations for shareability. Think aesthetic displays, trendy photobooths, and fun interactive stations. A great example of this is Le Monde Gourmand’s launch event for its latest Copal de Terre fragrance. According to Viral Nation, “Le Monde Gourmand tapped two LA-based micro-communities and hosted a creator-led event that racked up 600K+ impressions and over 50 pieces of UGC.” How was this possible? Le Monde Gourmand strategically planned and designed its event to be social-first, resulting in tons of creator content and eyes on the launch.

3. Create Immersive, Multi-Sensory Moments

Incorporating immersive, multi-sensory moments is another key strategy for successful experiential influencer marketing. Here are a few examples of IRL creator activations rooted in exciting sensory experiences and content creation.

• OLIPOP’s Orange Cream Drive-Thru: OLIPOP invited fans and influencer partners to sip on its delicious Orange Cream soda in Los Angeles. The drive-thru featured a delicious creamsicle menu, contributions from brands like Califa Farms, and an eye-catching orange-themed display. From photo-ops to dirty sodas, attendees could see, taste, and feel orange soda goodness!
• Sol de Janeiro’s Casa Cheirosa Coachella Activation: This spring, Sol de Janeiro made Coachella history as the music festival’s first-ever fragrance partner and body care sponsor. Casa Cheirosa served as a cool fragrance “oasis” for Sol de Janeiro lovers, featuring “six immersive zones that celebrate the full spectrum of scent—from the first spark of attraction to the moments of connection, comfort, and unforgettable impressions,” as per PR Newswire.
• Glossier You Fleur Paris Launch Event: Glossier celebrated the launch of its You Fleur fragrance with a two-day event in Paris. “Consumers were invited to have their fragrance bottles personally engraved, receive an AI-generated poem and enjoy the immersive experience of the store,” Vogue Business reported. “Between product teasers, the pop-up and the official launch, the brand generated $3 million in MIV through the You Fleur fragrance alone.”

4. Tap Into Niche Communities With Hyper-Local Events

Want to niche down? Tap into specialized, tight-knit communities with hyper-local events. Brands are increasingly collaborating with micro-influencers and local creators for experiential marketing, but in some cases, this is easier said than done. “Tracking down niche, local influencers, like the leader of a book club, is a lot trickier than identifying social media creators,” Ad Age Influencer Marketing Reporter Gillian Follett explained in an interview. “With most of these partnerships, marketers are looking to boost brand awareness among attendees and are supplying products for the host to hand out to members of the group and/or funding the event.” Partnering with expert agencies like The Influencer Marketing Factory is an ideal method for vetting and collaborating with such creators.

5. Think Omnichannel & Extend Content Lifecycle

Events shouldn’t end when the invite says so. With a proper omnichannel strategy, the exciting momentum of your brand’s experiential influencer marketing activation can continue on. Digital and physical audiences must be considered when planning in-person events in partnership with creators. Livestreams, behind-the-scenes content, creator vlogs, fan POVs, and recap reels are among the many opportunities for brands to extend their reach and content lifestyle to fans. If done right, a single creator IRL event can spark weeks’ worth of content, conversations, and engagement, showcasing the massive impact of experiential marketing.

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Experiential Influencer Marketing FAQ’s

1. What is Experiential Marketing?

Experiential marketing is an advertising strategy that leverages immersive, in-person experiences to communicate brand messaging, promote new product launches, and more. As of recent, experiential marketing has grown to incorporate social media influencers, omnichannel marketing, and community-focused activations. The ultimate goal of experiential marketing is to foster emotional connection with fans, build community, and leave lasting digital impressions beyond the event itself.

2. How Are Influencers Involved in Experiential Marketing?

Influencers are exceptional tools for authenticity and storytelling for experiential marketing campaigns. Content creators bring their built-in communities to brands through IRL events to build hype and inspire UGC opportunities. Whether they’re livestreaming at pop-ups, filming behind-the-scenes content, or leading community workshops, influencers are integral to the content pipeline for experiential marketing activations.

3. What Are Some of the Most Common Experiential Marketing Strategies?

Some of the most common experiential marketing strategies featuring influencers include the following:

• Live tours and podcast recordings that encourage in-person engagement
• Pop-ups and meet-and-greets centered on community-building
• Immersive, multi-sensory experiences like OLIPOP’s drive-thru or Sol de Janeiro’s Coachella fragrance activation
• Hyper-local events that target niche communities and leverage micro-influencers
• Omnichannel approaches that blend experiences for digital and physical audiences

4. How Do I Select Influencers for an Experiential Influencer Marketing Campaign?

Partnering with a top influencer marketing agency like The Influencer Marketing Factory is essential for researching, vetting, and collaborating with exceptional influencer partners. Additionally, select creators for their following size and niche, depending on your campaign goals.

5. What Are Some Case Studies or Examples of Experiential Influencer Marketing?

The Influencer Marketing Factory has partnered with several top brands, including Hisense, Hyundai, and F45 Training, for experiential marketing campaigns featuring influencers. To learn more about successful experiential marketing and other related case studies, check out our official website here.