Events create moments that live far beyond the room. The real value isn’t just who attends – it’s how guests and creators extend that experience online.
Attendance captures the moment. Influencer content captures the impact. Today, creator posts are a key driver of event ROI, yet they’re often measured separately – or not at all.
In this post, we explore why tracking influencer content matters, where brands miss opportunities, and how to measure event impact more clearly with Companion.
Event ROI Isn’t Just About Attendance – It’s About Influencer Content
Attendance is a baseline metric. Influencer content is where distribution, perception, and outcomes take shape.
In practice, creator content contributes to:
- Brand awareness: Reaching audiences outside your attendee list
- Credibility: Third-party endorsement that feels authentic
- Social proof: People seeing creators they trust at your event
- Long-term reach: Posts remain discoverable over time
- Conversions: Ticket sales, subscriptions, product purchases
Tracking creator content is now essential to understanding event ROI.
The Key Challenges of Tracking Influencer Content During Events
Brands often underestimate how difficult it is to capture all creator activity. Here are the main challenges:
1. Tagging doesn’t work in real time
Creators forget to tag your brand or use the event hashtag. Stories disappear in 24 hours. Geotags aren’t consistent. You end up tracking only a fraction of what exists.
2. You miss untagged or late posts
Content published hours or days later is still valuable, but manual tracking often misses it.
3. Tracking across platforms is hard
Creators post on Instagram, TikTok, YouTube, and more. Monitoring multiple platforms manually is nearly impossible during a live event.
4. You’re busy during events
Between logistics, attendees, and issues, tracking content isn’t a priority – but it still needs to happen.
5. Reporting takes too long
Saving screenshots, collecting metrics, and building reports is tedious and prone to errors.
The Most Common Mistakes Brands Make
Even experienced teams fall into these traps:
- Only tracking tagged posts
- Not tracking Stories
- Not capturing post-event content
- Measuring reach instead of impact
- Reporting too late
These mistakes create an incomplete view of event performance and weaken future planning.
The Perfect Scenario: Automated Tracking
The ideal workflow is simple: influencer tracking is built into the event process, not an afterthought.
Here’s what it looks like with Companion:
Before the event
- Upload your guest list
- Set event tracking parameters (event name, hashtags, handles)
During the event
- Companion automatically captures all content posted about the event
- Performance metrics update in real time
After the event
- Download a full report with one click
- Companion continues monitoring the guest list for post-event mentions
- No content is missed, even days later
This automation turns influencer content into measurable results.
Read more about how we did it for Six Nation - here.
Benefits of Automated Event Tracking
Using Companion for event tracking delivers clear benefits:
- Saves time during a stressful period
- Provides complete and accurate visibility
- Enables immediate reporting
- Delivers meaningful performance metrics
- Prevents missed mentions
- Turns influencer content into measurable ROI
Conclusion
Event ROI is no longer just tickets and attendance. It’s the creator content that extends the event’s impact. Tracking influencer activity is essential to understanding the true value of your event.
Companion is one of the few tools that offers event-specific influencer tracking without a long-term subscription. You can use it for one-off events, pay only for what you need, and still get full tracking and reporting. Accurate, fast, and simple – event measurement finally makes sense.