Socialfolk

Influencer events aren’t the problem. Bad influencer events are.

Influencer events aren’t outdated.

What is outdated is the version of events we kept seeing in 2024 and 2025, the tone-deaf brand trips, the “look where we flew them” content, the creators who didn’t know why they were there, and the audiences who could feel the disconnect through the screen.

And honestly? People were right to push back.

We saw creators being taken to massive cultural moments they didn’t care about, openly admitting they didn’t like the artist while fans queued outside crying. We saw brands hosting glossy trips that looked completely out of touch with the reality of… well, everyone else’s lives. We saw the internet call out creators for looking bored, uncomfortable, or completely misaligned.

The events that will stand out in 2026 will be smaller, more thoughtful and much more aligned. Creators who genuinely fit the brand. Real customers or superfans invited alongside them to make the room feel more grounded.

But here’s the thing:

And in 2026, brands who actually understand culture, community, and creator behaviour are going to bring events back in a way that feels, finally, like the industry has grown up a bit.

Designing Events People Actually Want to Watch

The events that will stand out in 2026 will be smaller, more thoughtful and much more aligned. Instead of endless invite lists and a room of people who barely know each other, brands are finally realising that the most interesting content comes from groups who genuinely fit. A handful of creators who already talk about your category will always create stronger, more natural content than a sea of faces with no connection. Bringing in real customers or superfans adds another layer, it softens the “VIP-only” feel and makes the whole room more grounded. It also gives creators richer stories to bounce off.

This is the direction everything is heading: events that actually offer something meaningful. Workshops where people learn something useful. Hands-on product experiences that make sense to film. Small community moments that feel warm and human, rather than overly curated. Even hybrid formats, part in-person, part online, are becoming more common, because audiences want access. They don’t want to feel like they’re watching a private party they weren’t invited to.

And that’s the point. Audiences want moments that feel human, not polished within an inch of their life. Creators want to be part of something that fits their world, not a staged brand scene. And brands want content that doesn’t look forced or painfully rehearsed.

If your event can deliver that — a clear purpose, the right people, and moments that unfold naturally, it won’t feel outdated at all. It’ll feel like the version of influencer marketing we should have had all along. And in 2026, that’s exactly what’s going to work.