Festival season in the UK is no longer just about music and muddy wellies. With over 30 million people attending UK festivals each year, these events have become prime stages for brands to connect with highly engaged audiences. The power of influencer marketing at festivals in 2025 is undeniable, but standing out requires strategy, authenticity, and an understanding of the latest trends.
According to DEPT’s 2025 Digital Trends Report, 73% of Gen Z festival-goers say they discover new brands through influencer content, while 58% trust recommendations from creators more than traditional advertising. To succeed, you need to partner with the right influencers, create content with purpose, and be mindful of cultural and sustainability expectations.
The Dos of Influencer Marketing at Festivals
1. Choose Influencers with Genuine Connections
Avoid the temptation to go for big numbers alone. Festival influencers in 2025 are being evaluated on their ability to tell authentic stories. Look for:
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Alignment with your brand values.
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A track record of engaging, festival-style content.
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A real connection with niche communities (e.g., eco-conscious music fans or wellness-focused festival goers).
2. Secure Usage Rights Early
Festival moments are fleeting, but the content can live on for months. Always agree on usage rights upfront to repurpose influencer content for your social channels, paid campaigns, and post-event PR. This ensures you maximise ROI without legal headaches.
3. Focus on Real-Time Content
Timeliness matters. Plan for live updates, Instagram Stories, TikTok snippets, and backstage moments that bring audiences into the experience. According to DEPT, real-time content receives 40% more engagement when tied to trending festival hashtags.
4. Highlight Sustainability
Festival audiences in 2025 are hyper-aware of greenwashing. Work with influencers who share credible sustainability values—whether it’s through promoting reusable cups, eco-friendly fashion, or low-waste travel. Collaborations that feel authentic on this front resonate deeply.
The Don’ts of Influencer Marketing at Festivals
1. Don’t Micromanage Creators
Influencers know their audience best. Overly scripted content can feel forced and harm engagement. Instead, provide clear campaign objectives and let creators put their personal spin on it.
2. Don’t Ignore Local Talent
While global influencers have reach, local festival influencers in the UK often offer more authentic connections with audiences. Smaller creators can deliver stronger engagement and cost-effective campaigns.
3. Don’t Overlook Long-Term Relationships
One-off festival campaigns can generate buzz, but building a consistent relationship with influencers over a season (e.g., Glastonbury, All Points East, Boardmasters) amplifies brand recognition and trust.
4. Don’t Skip Analytics
Festival content can be chaotic, but performance tracking is key. Ensure influencers provide post-event metrics such as reach, engagement rates, and content saves to gauge success and refine future campaigns.
Why Influencer Marketing at Festivals Works in 2025
Festival environments offer a perfect mix of lifestyle, music, and culture, creating an ideal backdrop for influencers to showcase products in an authentic way. From interactive brand activations to live-streamed experiences, the content feels less like advertising and more like part of the moment.
With DEPT’s data showing a 25% year-on-year increase in festival-related influencer engagement, brands that invest in festival partnerships now are likely to see stronger loyalty and visibility across key social platforms.
Ready to Elevate Your Festival Campaigns?
At Brand Motion, we help brands identify the perfect festival influencers, create compelling content strategies, and handle everything from contract negotiations to real-time campaign management. Based in Brighton, our influencer agency is perfectly positioned to connect you with the UK’s most authentic creators.
Explore our Influencer Marketing service and let’s make your festival campaigns unforgettable.
