Ep 14: Using the #GRWM Trend to Drive Engagement for Live Events

Mike Evenson: 00:00

Welcome to the Eventicle podcast, your go to resource for event marketing insights and strategies. Today, we're diving into one of the hottest trends on social media, grwm or get ready with me. From outfit planning to behind the scenes prep, this trend has captured billions of views and is a gold mine for live event marketers. Stick around as we explore how you can leverage GRWM to boost engagement, inspire audience creativity, and build buzz for your events like never before. Let's get started.

Tim Fisher: 00:46

Welcome back to the Evenicle podcast, everyone. Today, we're tackling this question of how to balance user generated content and that polished professional content.

Meg Salmon: 00:55

Yeah. It's it's a challenge. Right? Because we're really seeing people move away from just trusting brands. You know?

Tim Fisher: 01:01

Right.

Meg Salmon: 01:02

They're looking at each other for authentic experiences and especially for events.

Tim Fisher: 01:05

And we all see that TikTok and Instagram, they're built on user generated content.

Meg Salmon: 01:10

Yeah.

Tim Fisher: 01:10

But I think what our listeners are wondering is when does that raw UGC start to hurt a brand image

Meg Salmon: 01:17

Yeah.

Tim Fisher: 01:17

Especially when you're going for big sponsors.

Meg Salmon: 01:20

That was a really good point, and and that's where layered content can really come into play.

Tim Fisher: 01:25

Okay.

Meg Salmon: 01:25

You know, think of it like building a house. You need a good foundation of professional content to to set your tone, to set your brand identity that's gonna draw attendees and sponsors.

Tim Fisher: 01:34

So that would be the really high quality trailer Yeah. You know, the website, the announcement

Meg Salmon: 01:38

Absolutely. All of that to get the excitement and the trust going.

Tim Fisher: 01:41

Okay.

Meg Salmon: 01:42

But once you have that, then you weave in the user generated content to build anticipation and community.

Tim Fisher: 01:47

So leading up to the event, we're encouraging people to share their excitement. They're posting about tickets or doing countdown.

Meg Salmon: 01:54

Exactly. And you can even, you know, go a step further and look at some of the trends that are already happening.

Tim Fisher: 01:59

What were you talking about? Get ready with me? Yes. That's huge on TikTok and Instagram.

Meg Salmon: 02:03

Huge. Everyone loves to watch others get ready for a big event.

Tim Fisher: 02:07

Yeah. And there's so much potential with live events. So much. Like, imagine encouraging attendees to share their get ready with me leading up to the event. Yeah.

Tim Fisher: 02:17

So they're showing us picking out the outfits

Meg Salmon: 02:19

Yeah.

Tim Fisher: 02:20

Doing their makeup, maybe even, like, pre event snacks

Meg Salmon: 02:24

Right.

Tim Fisher: 02:24

All using a hashtag for the event.

Meg Salmon: 02:26

Exactly. And you could even do, like, a contest, like, the best get ready with me wins a prize.

Tim Fisher: 02:31

Oh, that's smart.

Meg Salmon: 02:32

So not only are you building anticipation, but you're getting all this great user generated content.

Tim Fisher: 02:37

And it's authentic.

Meg Salmon: 02:38

And it's authentic.

Tim Fisher: 02:38

Which people crave.

Meg Salmon: 02:40

And you know what else it does? It makes people feel like they're missing out if they're not involved.

Tim Fisher: 02:44

Yeah. FOMO is real.

Meg Salmon: 02:45

It's a big tool. Yeah. A big psychological tool. And it's not just pre event. Think about incorporating the get ready with me Yeah.

Meg Salmon: 02:54

During the event.

Tim Fisher: 02:55

Okay. I like where you're going with this. Like, what if you had a get ready with us lounge at the event? Yes.

Mike Evenson: 02:59

People can

Tim Fisher: 03:00

do some touch ups or grab a drink or take photos Right. All before the event even starts.

Meg Salmon: 03:04

Keeps the energy going and gives people another chance to make content and be excited, and it becomes a shared experience.

Tim Fisher: 03:10

It's like building a community around your event, but what about sponsors?

Meg Salmon: 03:14

Okay.

Tim Fisher: 03:15

How do you make sure that all of this UGC aligns with their brand and their messaging?

Meg Salmon: 03:21

That's where moderation and curation are really important.

Tim Fisher: 03:24

Okay.

Meg Salmon: 03:24

You need to set some guidelines for what content is acceptable for both your brand and for the sponsors. Okay. Think about providing branded filters for photos or encouraging attendees to use sponsor products in their get ready with me.

Tim Fisher: 03:37

And then you can use professional content to highlight those sponsor integrations in a polished way. Abs So maybe, like, a highlight reel that shows the UGC get ready with me and then some professional shots of people using those sponsor products at the event.

Meg Salmon: 03:51

It's all about the synergy.

Tim Fisher: 03:53

Yeah. Bringing it all together. It's almost like we're blurring the lines between, like, the marketing and the entertainment.

Meg Salmon: 03:58

Yeah. And when you can do that, you've really you've cracked the code. And that's why this Get Ready With Me is so fascinating because it is entertaining.

Tim Fisher: 04:06

Yeah.

Meg Salmon: 04:06

And it's something that people are already doing.

Tim Fisher: 04:08

So we're just riding the wave.

Meg Salmon: 04:10

Riding the wave.

Tim Fisher: 04:11

But what about after the event is over? Yeah. How do we keep that momentum going?

Meg Salmon: 04:15

Yeah. That's where combining professional content with the UGC is really powerful.

Tim Fisher: 04:20

Okay.

Meg Salmon: 04:21

Think about a highlight reel that has the professional footage, but also the get ready with me videos

Tim Fisher: 04:27

Yeah.

Meg Salmon: 04:27

And the other content from the event.

Tim Fisher: 04:29

Oh, so it's like a time capsule that captures all that excitement.

Meg Salmon: 04:32

And it gives attendees a way to relive the memories Yeah. And share it with their friends.

Tim Fisher: 04:37

And show off to people who weren't there.

Meg Salmon: 04:39

Exactly. And it's a great way to show the value to the sponsors too.

Tim Fisher: 04:43

Oh, yeah. That's right.

Meg Salmon: 04:44

Think about all those shots of people using the sponsor products.

Tim Fisher: 04:47

So it's almost like a commercial.

Meg Salmon: 04:50

Yes.

Tim Fisher: 04:51

But it's style.

Meg Salmon: 04:51

It's embedded in a real story.

Tim Fisher: 04:53

Yeah. It's so much more relatable than just a regular ad.

Meg Salmon: 04:56

Way more relatable.

Tim Fisher: 04:57

Because it's coming from real people.

Meg Salmon: 04:59

Yeah. People who are actually there and had a good time.

Tim Fisher: 05:01

But how do we make sure that all the UGC that we use after the event is good quality

Meg Salmon: 05:06

Yeah.

Tim Fisher: 05:06

And that it fits with the brand.

Meg Salmon: 05:08

Guidelines and moderation are key.

Tim Fisher: 05:10

Okay.

Meg Salmon: 05:10

You don't wanna stifle creativity, but you gotta maintain some control.

Tim Fisher: 05:14

So what if we had a contest during the event and people can submit their photos and videos? Yeah. And then we pick the winners based on creativity or if it matches the theme.

Meg Salmon: 05:24

Exactly. And you could even offer prizes to get people excited about making high quality content.

Tim Fisher: 05:29

Okay.

Meg Salmon: 05:29

Like, the winning photo gets featured on the website or on social media.

Tim Fisher: 05:33

So everyone

Meg Salmon: 05:34

wins. Everyone wins.

Tim Fisher: 05:35

Attendees get recognition. Sponsors get exposure, and we get amazing content. Yep. It seems like the line between professional content and UGC is getting really blurry.

Meg Salmon: 05:47

It really is. And the best event marketers are gonna be the ones who can figure out how to use both.

Tim Fisher: 05:52

Yeah. So it's not about picking 1 or the other. No. It's about using both.

Meg Salmon: 05:56

It's about knowing what each one is good at and blending them together.

Tim Fisher: 06:00

Okay. And then you empower your audience to be part of the story.

Meg Salmon: 06:03

Yes. Because the best marketing comes from people who are genuinely excited.

Tim Fisher: 06:07

And that's contagious.

Meg Salmon: 06:09

It is.

Tim Fisher: 06:09

That's what draws people in and makes them feel like they're part of something.

Meg Salmon: 06:12

Yeah. And makes the event unforgettable.

Tim Fisher: 06:15

But let's be real. Not every event has a ton of money for all this.

Meg Salmon: 06:19

Right.

Tim Fisher: 06:19

So how can smaller events use these strategies?

Meg Salmon: 06:22

That's a great question. And you know what? You don't need a ton of money to create a great experience with UGC.

Tim Fisher: 06:28

So it's more about being creative.

Meg Salmon: 06:30

Yeah. And get ready with me is a perfect example.

Mike Evenson: 06:33

Right.

Meg Salmon: 06:34

You don't need a fancy studio or anything like that.

Tim Fisher: 06:36

It could be as simple as a hashtag. Yeah. Get people posting.

Meg Salmon: 06:40

Make it fun and engaging.

Tim Fisher: 06:41

Tap into that FOMO. But how do we actually moderate all this content

Meg Salmon: 06:45

Yeah.

Tim Fisher: 06:45

Especially if we're a small team?

Meg Salmon: 06:47

Technology and guidelines are game changers.

Tim Fisher: 06:50

Okay.

Meg Salmon: 06:50

There are so many tools that can help you track hashtags and filter content.

Tim Fisher: 06:55

So we can find the best stuff.

Meg Salmon: 06:57

Right. And get rid of anything that's not a good fit.

Tim Fisher: 07:00

And it's important to have rules from the start. Absolutely. Let people know what we're looking for.

Meg Salmon: 07:05

Yeah. What hashtags to use, what kind of content is okay, and what's not okay.

Tim Fisher: 07:10

And be transparent with the audience.

Meg Salmon: 07:12

Yes.

Tim Fisher: 07:12

Let them know that we're curating the content.

Meg Salmon: 07:14

And why it's important that builds trust.

Tim Fisher: 07:16

Okay. Let's talk about the ethics of using UGC.

Meg Salmon: 07:20

Oh, okay.

Tim Fisher: 07:20

You can't just use anything someone posts about our event.

Meg Salmon: 07:23

Right. You need to get their permission.

Tim Fisher: 07:24

Yeah. And make sure they're comfortable with how we're using it.

Meg Salmon: 07:27

You need a clear process for that.

Tim Fisher: 07:29

Yeah.

Meg Salmon: 07:30

Whether it's a form or a disclaimer or something.

Tim Fisher: 07:33

And be transparent about how we're using the content.

Meg Salmon: 07:36

Absolutely. Are

Tim Fisher: 07:36

we sharing it on social media or using it for marketing?

Meg Salmon: 07:39

Yeah. People need to know.

Tim Fisher: 07:40

And give people the option to say no if they don't want us to use their stuff.

Meg Salmon: 07:45

It's all about balance. You know? Yeah. Using UGC, but also respecting people's privacy.

Tim Fisher: 07:50

Okay. Let's talk about professional content.

Meg Salmon: 07:52

Okay.

Tim Fisher: 07:52

Because that's still important. It's true. Even with all this UGC.

Meg Salmon: 07:55

Professional content helps you establish your brand

Tim Fisher: 07:58

Yeah.

Meg Salmon: 07:58

And create those high impact moments.

Tim Fisher: 08:00

So the visuals, the videos, the articles

Meg Salmon: 08:03

It's all important for building excitement.

Tim Fisher: 08:04

And showcasing the sponsors.

Meg Salmon: 08:06

It's exact.

Tim Fisher: 08:06

Because even if you have great UGC, you still need that professional touch.

Meg Salmon: 08:12

It elevates the whole experience

Tim Fisher: 08:14

Yeah.

Meg Salmon: 08:14

And makes the sponsors feel valued.

Tim Fisher: 08:16

So it's not about choosing 1 or the other.

Meg Salmon: 08:19

It's about finding the right mix.

Tim Fisher: 08:20

Like a symphony.

Meg Salmon: 08:22

I love that.

Tim Fisher: 08:23

Professional content is the orchestra. Yeah. And UGC is the chorus.

Meg Salmon: 08:27

It's all about working together.

Tim Fisher: 08:29

And when you bring those two things together

Meg Salmon: 08:31

You create something amazing.

Tim Fisher: 08:33

But it takes time and effort

Meg Salmon: 08:35

It does.

Tim Fisher: 08:35

And a willingness to try new things.

Meg Salmon: 08:37

There's no one right way to do it. Yeah. You need to know your audience, your brand, your goals.

Tim Fisher: 08:43

And be willing to experiment.

Meg Salmon: 08:45

Because things are always changing.

Tim Fisher: 08:46

The only constant is change.

Meg Salmon: 08:47

Exactly. The best event marketers are the ones who can adapt.

Tim Fisher: 08:52

So let's wrap up with some key takeaways for our listeners.

Meg Salmon: 08:55

Okay.

Tim Fisher: 08:55

1st, your audience is your biggest asset.

Meg Salmon: 08:59

Empower them.

Tim Fisher: 09:00

Give them a platform. And watch what happens. 2nd, don't be afraid to experiment with different kinds of content

Meg Salmon: 09:06

Find that balance.

Tim Fisher: 09:07

Between professional and UGC. Yeah. And finally, event marketing is about creating those shared experiences.

Meg Salmon: 09:13

That connect people and inspire them.

Tim Fisher: 09:15

So be creative and make some magic.

Meg Salmon: 09:17

Yes.

Tim Fisher: 09:18

So we've talked a lot about this get ready with me trend and how it can be really powerful for UGC. Yeah. But are there any downsize or challenges that event marketers should be thinking about?

Meg Salmon: 09:28

Well yeah. I mean, like anything, there are always things to consider. One thing is managing expectations. You know? Right.

Meg Salmon: 09:36

Attendees might expect a certain level of production value if you're encouraging all this Get Ready With Me content.

Tim Fisher: 09:42

So if we're promoting this Get Ready With Us Lounge

Meg Salmon: 09:45

Right.

Tim Fisher: 09:45

People might assume there will be, like, professional hair and makeup artists.

Meg Salmon: 09:49

Exactly. And if you don't have those resources, you might have some disappointed attendees.

Tim Fisher: 09:53

Right.

Meg Salmon: 09:54

So you gotta be really clear about what you're providing and set those expectations from the beginning.

Tim Fisher: 09:59

Yeah. Transparency is key.

Meg Salmon: 10:01

Absolutely.

Tim Fisher: 10:01

You don't wanna overpromise and underdeliver. But what about negative UGC? Mhmm. Like, what if someone has a bad experience getting ready and they share that?

Meg Salmon: 10:10

Well, that's always a risk.

Tim Fisher: 10:12

Right.

Meg Salmon: 10:12

But you just can't control everything people say or do.

Tim Fisher: 10:16

Right.

Meg Salmon: 10:16

And if you try to micromanage every single piece of UGC, it's gonna backfire. Yeah. It'll make you seem inauthentic.

Tim Fisher: 10:23

As we set the guidelines

Meg Salmon: 10:25

Yes.

Tim Fisher: 10:25

We trust our audience.

Meg Salmon: 10:26

And if you do get some negative UGC, use it as a chance to address the issue publicly.

Tim Fisher: 10:33

Right.

Meg Salmon: 10:34

Show that you're listening.

Tim Fisher: 10:35

Turn a negative into a positive.

Meg Salmon: 10:36

Exactly.

Tim Fisher: 10:37

But I think the biggest takeaway is that this get ready with me is just one example of how to use UGC.

Meg Salmon: 10:43

Right. Find those trends that your audience is already into and be creative.

Tim Fisher: 10:47

Yeah. Make it part of the event.

Meg Salmon: 10:48

Because it's all about creating authentic moments that people will want to share.

Tim Fisher: 10:52

That's what makes events special.

Meg Salmon: 10:54

Yeah. Bringing people together, creating memories.

Tim Fisher: 10:57

And as event marketers, we get to be a part of that.

Meg Salmon: 10:59

It's pretty cool.

Tim Fisher: 11:00

It is. So let's embrace all of this, the UGC Mhmm. The professional content, the magic of live events

Meg Salmon: 11:08

Let's do it.

Tim Fisher: 11:09

And create experiences that matter.

Meg Salmon: 11:12

Well said. I think our listeners are walking away with a lot to think about.

Tim Fisher: 11:15

I hope so. And Yeah. If you're listening, we wanna hear from you. How are you using all of this to elevate your events?

Meg Salmon: 11:21

Let us know in the comments or connect with us on social media.