How Making Social Media a Centerpiece of Experiences Can Create Lasting Value for Consumers

Spaces need to be 'Instagram-worthy'

Experiences have moved past giving social media a fleeting consideration to integrating it in their strategies. Getty Images

Not so long ago, experiential marketers and their brand clients were keen to throw around the term “Instagram moment” during the strategic planning of an activation. Will it be upon entry? At the bar? Near the DJ booth? The idea was that one particular point within a space had to be earmarked for capturing social content, usually more for the brand’s sake than the consumer’s.

Amber Ward is co-founder and chief creative officer of Invisible North.