Why Superfans are the New VIP’s
Intimacy Over Influence
When it comes to brand events, the influencer guest list is no longer the gold standard. Today, the real magic happens when you gather your most devoted fans, not your flashiest followers.
More and more, we’re seeing a shift: from mass reach to meaningful resonance. Instead of filling events with influencers who may not use the product after posting, brands are now curating experiences for superfans—people who already live and breathe the brand.
Take Glossier’s 2024 pop-up in Seattle, where the brand invited community members they’d interacted with via customer service DMs. Or SKKN by Kim’s NYC skincare lab experience, where everyday fans were chosen for a personalized, behind-the-scenes tour. These experiences weren’t just photo ops—they were built for connection, education, and long-term loyalty.
So why does this work?
Because people want to feel seen.
These invite-only experiences show fans that they matter beyond their wallets. They’re not just customers—they’re insiders.
Because intention creates impact.
When brands slow down and invest time into creating thoughtful moments, it shows. From hand-picked gifts to one-on-one convos with founders or formulators, small details make big impressions.
Because education is a form of empowerment.
The best brand activations don’t just entertain—they inform. If your guests walk away knowing something new about your product, your values, or even themselves, you’ve succeeded.
This isn’t about canceling influencers—it’s about rebalancing the invite list to include those who are most likely to become lifelong evangelists. Influence without intimacy fades. But intimacy builds legacy.