Welcome to our collection of events statistics and the influence of user-generated content (UGC) on enhancing event experiences. In this article, we will delve into the importance of events, explore the power of UGC, and provide valuable insights on leveraging these elements to create engaging events.
The rise of user-generated content at events
Event user-generated content (UGC) refers to any form of content created by event attendees or participants, such as photos, videos, reviews, and social media posts. This content provides a unique and authentic perspective that captures the essence of the event and resonates with a broader audience. With the proliferation of social media platforms and the increasing accessibility of smartphones, UGC has witnessed an exponential rise in recent years.
But how can we leverage the power of UGC for events?
⭐ Related: Event Content 101, Turn Attendees Into Content Creators
Enhancing event experiences through UGC
The concept of user-generated content is relatively new, so the event industry still needs to be made aware of the impact this type of content can have on event experiences. From promoting an event to repurposing photos for the next one, UGC has a lot to offer. These are some of the benefits:
- Creating anticipation: User-generated content is very important for creating excitement and anticipation before an event. By encouraging attendees to share their excitement, experiences, and expectations on social media using event-specific hashtags, organizers can create a sense of community and build anticipation among existing and potential attendees.
- Real-time engagement: UGC lets you talk with attendees during the event. Live streams, photo contests, and interactive social media campaigns get people involved and make them feel more connected to the event. This makes the experience better for the people attending and helps more people hear about the event.
- Social proof: User-generated content makes the event seem more authentic and real. When people share positive experiences, testimonials, or reviews, it builds trust and credibility among potential participants. Word-of-mouth marketing is a great way to get more people to attend your event and make more money.
- Content repurposing: UGC provides a lot of different and interesting content that can be used for a long time after the event. Event organizers can collect the best user-generated content and use it in different ways, like on websites, social media profiles, and promotional materials. This makes the event last longer and have a bigger impact by showing the real experiences of the people who attend.
⭐ Related: Event User-Generated Content Tips From Industry Experts
Channels audiences engage through at events statistics
Participation spans multiple channels throughout the event journey.
Event screens lead the way, with 60.8% of attendees engaging through live displays, presentations, and social walls that make interaction visible at the venue. Social media follows closely at 50%, demonstrating that audiences actively extend the event conversation beyond the physical space. More than a third engage through the event app or website, while on-site interactive touchpoints such as QR codes and booths continue to play an important supporting role with 25.5%.
How events cut through the noise
When asked whose content they trust most when forming an impression of an event, the answer is decisive.
Nearly 60% say they trust fellow attendees above all other sources. In comparison, only 17.6% trust speakers or partners most, 11.8% trust event organizers or brands, and just 10.8% rely primarily on influencer or creator content.
Credibility doesn’t come from promotion alone; it comes from relatability. Attendee reactions, shared experiences, and organic conversations carry more weight than curated brand narratives.
Attitude towards user-generated content at events
We’ve already seen that attendees trust content from fellow participants more than messages from brands or speakers.
So we asked: how likely are you to create and post content such as photos, videos, or reviews during an event?
67% said they are very likely to create and share content.
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For those who said they are very unlikely, we asked what is stopping them from posting. Here is what they told us:
30% — There are no clear instructions or prompts at the event
26% — Don’t actively use social media
22% — Have concerns about data privacy or content usage
20% — Prefer to observe rather than actively participate
2% — Only post if the quality matches their aesthetic
Most attendees are willing to create content. They just need clear prompts, low-friction ways to participate, and reassurance that their content will be handled responsibly.
| Stop | Start |
|---|---|
| ✕ Assuming people know what to post | ✓ Using simple calls to action on screens, slides, and signage. |
| ✕ Relying only on traditional social media | ✓ Posting via QR code so people can contribute without using their own social media accounts. |
| ✕ Ignoring privacy concerns | ✓ Being transparent about where posts will appear. |
| ✕ Designing for performers | ✓ Running contests, featured post moments, or on-screen shoutouts. |
📊 Discover what else drives real engagement and what audiences expect from modern events.👇
Download the Walls.io Event Engagement Index 2026 to uncover the data behind what makes events work.
The effectiveness of social media platforms for collecting user-generated content at events varies, and here is a breakdown of the results:
- Instagram takes the lead with 45% as the most effective social media platform for collecting user-generated content at events. With its visually-oriented nature and popularity among event attendees, Instagram provides a platform where users can easily capture and share their experiences.
- 29% of event marketers think Facebook effectively collects user-generated content at events. Facebook’s broad user base and various features make it a popular choice for attendees to share their event-related content, including photos and videos.
- Our research indicates that TikTok holds a significant presence as an effective platform for collecting user-generated content at events, confirmed by 16% of marketers. TikTok’s short-form video format and viral nature provide a creative outlet for attendees to showcase their event experiences fun and engagingly.
- While ranked lower in our survey, Twitter remains relevant, with 10% of experts confirming its effectiveness in collecting user-generated event content.
Collect event UGC from all social platforms
The best ways to encourage attendee-generated content statistics
When it comes to encouraging attendees to create and share user-generated content during an event, several strategies have proven effective:
- Creating branded hashtags and encouraging attendees to use them holds the highest effectiveness, as stated by 40% of surveyed event experts. By establishing unique hashtags and actively promoting their usage, event organizers can facilitate content discovery, encourage participation, and create a sense of community among attendees.
- 32% of event experts identified contests or giveaways as an effective way to encourage attendees to create and share user-generated content during an event.
- 21% of event experts indicated that interactive photo booths or selfie stations effectively encourage UGC during events. These visually appealing setups provide a fun and engaging way for attendees to capture their event experiences, generating shareable content that showcases their involvement.
- Although ranked lower, live Q&A sessions or panels still hold an effectiveness of 7% in encouraging attendees to create and share user-generated content.
The most engaging content type at events statistics
Different types of user-generated content have varying levels of engagement at events:
- Our findings reveal that photos hold the highest engagement at events, with 65% of respondents indicating their effectiveness.
- While not as prevalent as photos, videos still hold significant engagement, with 18% effectiveness.
- 12% of event experts identified reviews or testimonials as user-generated content that garners event engagement.
- Though ranked lower, text-based posts still hold a level of engagement with 5% effectiveness.
The best engagement tool at events statistics
The following tools have proven to be effective in enhancing attendee engagement at events:
- Social media walls or live feeds hold the highest effectiveness in engaging attendees at events, according to 45% of experts. These interactive displays aggregate user-generated content in real-time, creating a dynamic and engaging visual representation of the event experience.
- 26% of respondents identified live polls as an effective tool for enhancing attendee event engagement.
- Our research indicates that interactive photo booths have an effectiveness of 18% in enhancing attendee engagement.
- Gamification elements still hold a level of effectiveness at 11%. By incorporating gamified activities, challenges, or rewards, event organizers can create a sense of excitement, competition, and engagement among attendees.
The purpose of incorporating UGC in event marketing statistics
Incorporating user-generated content in event marketing serves various purposes:
- The primary purpose of incorporating user-generated content in event marketing is to increase attendee engagement, with 43% of respondents indicating this goal.
- 31% of respondents identified enhancing brand awareness as a purpose for incorporating user-generated content in event marketing.
- Our analysis indicates that 13% of respondents recognize the importance of user-generated content in boosting event promotion.
- Also, at 13%, improving event credibility is another purpose for incorporating user-generated content in event marketing.
