"That's the paradox of the modern marketing landscape. The more content brands produce, the less consumers care about it. But there's one consistent exception: content born from real-world brand experiences. According to new research from Jack Morton and Infegy, social content generated from live experiences outperforms standard branded content by a wide margin, doubling both engagement (up 103%) and positive sentiment (up 123%) compared to baseline brand activity."
"Why does experiential social content hit harder? Because it's created by people living a story, not just liking one. When brands bring communities and cultures together, whether it's developers at a tech summit, gamers at a launch event, or beauty fans at a pop-up, they're activating subcultures. These shared moments create emotional contagion: enthusiasm, belonging, FOMO. That emotion translates into social performance."
Social content generated from live, real-world brand experiences significantly outperforms standard branded content, doubling engagement and increasing positive sentiment by 123%. Experiential content succeeds because it is created by participants living a story, activating subcultures and producing emotional contagion such as enthusiasm, belonging, and FOMO. That emotional response boosts social performance and breaks through digital ad blindness by offering authenticity and proof of participation. Despite strong results, many marketers underutilize event content: 70% say experiential social content is important, but only 37% believe they execute it well, with B2B scoring just 23%.
Read at The Drum
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