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 by its unique “Revolve Pageant”, the place it brings in prime creators to take pleasure in unique experiences and performances. And, extra not too long ago, 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 pageant has grown, so has the price of participation for customers, creators, and manufacturers. Has Coachella develop into oversaturated with creator and model content material?
In an evaluation of creator knowledge, we discovered that curiosity in Coachella could also be waning. Past that, curiosity in a special music pageant — Stagecoach — is rising. Hold studying to get the information and be taught why Stagecoach could be the subsequent finest place for influencer advertising and marketing activations.
Behind the Information: Is Stagecoach the brand new Coachella for Influencer Advertising and marketing?
Coachella was the right venue for manufacturers to experiment with some actually attention-grabbing advertising and marketing activations. They introduced creators, creativity, and experiential advertising and marketing collectively to develop some actually revolutionary campaigns.
Nonetheless, it’s potential that each creators and customers are starting to point out some fatigue.
Total mentions of Coachella by way of life 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 pageant is pretty low. Nonetheless, this dip in creator exercise and viewers engagement would possibly point out that manufacturers shouldn’t wager as large on this one occasion.
So the place else ought to they wager? Our knowledge means that Stagecoach, an annual nation music pageant held in Indio, California, could be a contender.
Mentions of Stagecoach by way of life 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 way of life influencers posting about/going to the Stagecoach pageant, they’re additionally tying it to vogue — just like what occurred when Coachella was on the rise.
Mentions of Stagecoach with vogue 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 vogue 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 keep watch over this development and contemplate 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-Cell, Patrón, Fairly Little Factor, Shein, Tecovas, and extra.
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Methodology
For this text, Traackr analyzed a pattern of 86,453 influencers situated primarily within the US and Europe that produce content material and have audiences all for frequent classes together with magnificence, vogue, and way of life content material
