In the age of social media, event attendees become the most influential brand ambassadors. Their photos, stories and posts published spontaneously online have more power than many paid advertising campaigns. So how can you make your event go viral on Instagram or TikTok? The key is whisper marketing, which can be fuelled by preparing the right setting.
Focus on aesthetics
Thoughtful set design, a consistent colour scheme, good lighting and details that match your brand identity create a backdrop that begs to be captured. Guests are more likely to share what looks good on their phone screen. Consider creating a dedicated photo zone. This could be an interactive feature of the scenery, a water installation or a neon sign. The important thing is to make each frame interesting.
Decide on spectacular attractions
If you want to boost whisper marketing and get attendees taking photos and sharing them voluntarily, you need to give them a reason to do so. Spectacular attractions that catch the eye and stand out from the standard scenery are an absolute must. One of the best solutions is the Wordfall water swing - an installation that combines movement, water and light. Participants can sit on it and fly through streams of water that "part" at the right moment, creating a safe tunnel. This is not only an amazing experience, but also perfect material for a film or photograph. Such attractions automatically become the backdrop for a selfie and reels.
Make it convenient to share content
Make sure you have good Wi-Fi, phone charging stations and... ready-made hashtags. You can prepare creative suggestions that participants will want to use in their posts. It is also good strategy to drive whisper marketing by using screens that display real-time attendee posts. This encourages sharing and fosters a sense of community. More and more organisers are also implementing dedicated AR filters on Instagram or effects on TikTok that relate to elements of the event.
Invite influencers
While the power of whisper marketing lies in authenticity, partnering with the right influencers can give your campaign a strategic boost. Work with people who match the vibe of your event - not necessarily the biggest stars, but those with engaged communities that overlap with your target audience.
Whisper marketing helps a brand become widely known through authentic, user-driven content. That’s why it’s worth supporting the process - not by forcing attendees to post, but by designing an environment so engaging that people want to document and share it. Eye-catching installations like the Wordfall water swing not only draw attention but become part of guests' personal memories.