Coachella has been a serious stage for manufacturers throughout all industries to faucet right into a key cultural second with the assistance of creator companions.
For instance, Revolve is a well-known Coachella participant via its unique “Revolve Pageant”, the place it brings in high creators to get pleasure from unique experiences and performances. And, extra just lately, Neutrogena has earned some buzz by scoring the title of official suncare sponsor of Coachella, two years in a row (take a look at #neubff to see what this 12 months entailed).
However as the recognition of the competition has grown, so has the price of participation for customers, creators, and manufacturers. Has Coachella turn into oversaturated with creator and model content material?
In an evaluation of creator information, we discovered that curiosity in Coachella could also be waning. Past that, curiosity in a distinct music competition — Stagecoach — is rising. Maintain studying to get the information and be taught why Stagecoach is perhaps the subsequent finest place for influencer advertising and marketing activations.
Behind the Information: Is Stagecoach the brand new Coachella for Influencer Advertising?
Coachella was the right venue for manufacturers to experiment with some really fascinating advertising and marketing activations. They introduced creators, creativity, and experiential advertising and marketing collectively to develop some really progressive campaigns.
Nonetheless, it’s attainable that each creators and customers are starting to indicate some fatigue.
General mentions of Coachella by life-style influencers within the US has decreased YoY (evaluating Jan – April 29 2023 vs Jan – April 29 2024:):
- -29% lively influencers
- -26% posts
- -53% engagements
- -33% video views
Is that this the tip of the Coachella craze? Possibly, perhaps not. The chance that creators and types cease engaged on advertising and marketing activations surrounding this music competition is pretty low. Nonetheless, this dip in creator exercise and viewers engagement may point out that manufacturers shouldn’t guess as massive on this one occasion.
So the place else ought to they guess? Our information means that Stagecoach, an annual nation music competition held in Indio, California, is perhaps a contender.
Mentions of Stagecoach by life-style influencers within the US has elevated YoY (evaluating Jan – April 29 2023 vs Jan – April 29 2024:):
- +113% lively influencers
- +126% posts
- +198% engagements
- +296% video views
Other than there being a big uptick in life-style influencers posting about/going to the Stagecoach competition, they’re additionally tying it to style — just like what occurred when Coachella was on the rise.
Mentions of Stagecoach with style phrases, evaluating YoY (evaluating Jan – April 29 2023 vs Jan – April 29 2024):
- +91% lively influencers
- +112% posts
- +122% engagements
- +203% video views
Nation and cowboy style has began making some buzz within the US, and appears to be considerably paralleled by strikes made by another massive cultural tastemakers (Cowboy Carter anybody?). Manufacturers ought to control this pattern and think about dipping their toes into the Stagecoach water, in the event that they haven’t already.
Talking of, some manufacturers are already testing out advertising and marketing activations right here. Manufacturers that have been featured prominently in creator Stagecoach content material in 2024 have been from a various group of industries, together with Toyota, T-Cellular, Patrón, Fairly Little Factor, Shein, Tecovas, and extra.
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Methodology
For this text, Traackr analyzed a pattern of 86,453 influencers positioned primarily within the US and Europe that produce content material and have audiences excited by frequent classes together with magnificence, style, and life-style content material
