Study: Concerts Have the Highest Average Share Rate on Social Media; Sporting Events with Most Maximum Branded Content Sharing

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Tagkast study finds which types of events are most likely to produce consumer, social endorsements for brand sponsors – providing insight on how to improve event marketing ROI.

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By understanding how social your event naturally is, sponsors can develop the best strategy to secure word-of-mouth social endorsements, amplify reach and drive sales directly from the event.

Concert and sporting event attendees are most likely to share branded photos on social media, according to a new study conducted by the event marketing company Tagkast.

In The Most Social Events: What Brand Sponsors Need to Know in 2015, Tagkast analyzed the percentage of branded photos shared by consumers at more than 2,600 events in 2014 and 2015. Tagkast divided these events into two categories based on how likely consumers were to share their brand experiences to social media: events with a High Social Endorsement Scores and events with a Low Social Endorsement Scores.

This study found that concerts have the highest average share rate of 53 percent. In addition, 30 percent of Sporting Event activations have social share rates that fall between 75 and 100 percent. Other events within the category of High Social Endorsements include bar events, fundraisers, cultural festivals and recreational activities.

Events with Low Social Endorsement Scores received share rates below 45 percent in the study. Such events include auto shows, conferences and expos, and home and garden events/tours. However, these events shouldn’t be automatically ruled out from sponsorship contention just because of lower scores. According to Joe Matthews, CEO of Tagkast, while they’re characteristically less social, if they fit with a sponsor’s target audience and objectives, they can still drive powerful ROI with the right strategy.

The study also found that share rates grew for all event types from the first quarter of 2014 to the first quarter of 2015. When analyzing how consumers are sharing their branded content now in comparison to a year ago, public social media posts are overtaking email delivery for on-site activations.

“This research shows that the industry is improving its technological ability to optimize how consumers share branded photos to social media from events,” said Matthews. “In addition, consumers are becoming more and more willing to personally share branded content.”

To optimize the ROI of event sponsorship brands should focus not only on attendance, but also on the type of social traction each event receives. The report proves that social events provide event sponsors spanning a wide variety of industries a better way to achieve goals with the same marketing spends.

“Overall events are becoming more social for brand sponsors,” said Matthews. “By understanding how social your event naturally is, sponsors can develop the best strategy to secure word-of-mouth social endorsements, amplify reach and drive sales directly from the event.”

To download the complete report, click here.

About Tagkast
Tagkast is a social marketing platform that maximizes the reach of sponsored events using branded photos. Their patented, proprietary tablet software leads the event technology industry with unmatched rates of crowd participation, social sharing, and digital engagement. Up to 95 percent of guests at events engage with the Tagkast platform, and, on average, 65 percent will share branded content to their own personal social networks directly from the event. The content that is shared – branded photos, videos, links – generates millions of additional brand impressions in an authentic, word-of-mouth way.

Tagkast has worked with many of the world’s leading event marketing and sponsorship brands such as Subaru, IBM, Pandora Internet Radio, Career Builder, Nestle, and MINI. To learn more about Tagkast, visit: http://tagkast.com.

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Jennifer Mulligan