Brands are embracing the rise of creator-led in-person events, as creators lead the way for a new kind of experiential marketing.

Take Alex Cooper’s Unwell Vegas Weekend, for instance. The two-day event, held in Las Vegas last month, featured a variety of social media-famous stars and several sponsors. This is just one example of the many ways creators have transformed traditional marketing into new experiences for their fans this year.

From large-scale events like Cooper’s to local events or podcast tours, IRL activations are redefining the creator-to-fan relationship, according to a recent report from The Influencer Marketing Factory.

The Influencer Marketing Factory surveyed 1,000 U.S.-based social media users aged 18 to 65 to understand how fans connect with brands and creators through experiential influencer marketing.

“What's fascinating is that creators aren't just showing up to promote third-party products anymore; they're building their own IP in real life,” said Alessandro Bogliari, CEO and co-founder of The Influencer Marketing Factory. “From live podcast tours to elevated meet and greets and sporting events, they're creating proprietary experiences that fans will pay for.”

The real lesson for brands, Bogliari said, is that creators understand their communities at a granular level that most marketing departments never achieve. Creators know exactly what their audience wants, what price point works, and how to design an experience that feels authentic rather than transactional.

Brands need to stop treating creators as billboards, Bogliari added, and start learning from their community-building playbook.

Here are a few key insights from the report:

The survey also asked participants how likely they are to purchase a product featured or sold at an IRL event. 33% said they are “very likely” to buy a product at a creator event, and 60% responded that they are “somewhat likely” — it depends on the product or experience.

This data shows an increased opportunity for creators to bring their communities together in person and monetize events by partnering with brands or selling their own products.

Creator finance startup, Karat, is paying creators a bonus of up to $10,000.

What it is: Eligible creators will receive an additional 10% of their revenue on all platform direct deposits for the remainder of 2025.

How it works: Creators must open a Karat checking account, connect direct deposits from their platform revenue streams, and set up BillPay for business expenses. Additionally, they can either apply for a Karat Card or set up Autopay for other business credit cards.

The bonus will be credited within 30 to 60 days after eligible deposits are completed.

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