“Ever noticed an event planner getting more Instagram likes than the event itself?” Poses former Mr. Essence Kenya, Peter Owino, alias Peterz Model.
Media, predominantly social media, has radically changed event planning and packaging techniques. Planners are stepping into the spotlight, building personal brands and cultivating loyal followers across different platforms.
To understand whether event professionals should build personal brands like influencers, we sat down with Peterz, the Outside teacher, and fashion icon.
“Social media has provided a platform where you can reach your target audience in a second, provided you have good content,” he says.
TikTok, Instagram Reels, and YouTube Shorts have changed visibility. And to tap into this fountain of opportunity, “Event planners can show behind the scenes, build up to the gala, festival, or Art Show.”
Besides that, Peterz says engagement can be increased with real-time highlights of key moments during the event using popular hashtags or even the event's specific hashtag.
Here are a few tips on why building a personal brand matters for event pros:
• Trust and credibility: People hire people, not just companies.
• Visibility = opportunity: Speaking gigs, brand deals, media interviews
• Business growth: More inbound clients, better vendor partnerships, even paid collaborations
• Becoming a thought leader in your niche
Some event planners also collaborate with social media brands catering to their specific events.
“When done well, with your unique style showcased to the target market, you are sure to attract your dream clients,” he says.
He says that besides inspiring your peers by using these platforms to educate and provide tips, it also opens an alternative income stream from collaborations and courses.
“However, it is not a smooth ride down the road; you have to grind to have perfection,” he cautions, highlighting.
• Time-consuming to maintain consistency
• Risk of overexposure or burnout
• Online criticism or comparison
• Requires strategy—random posts won’t build a brand
How to Start Building Your Brand
• Identify your niche (e.g., wedding planning, corporate, pop culture-themed events)
• Be authentic—don’t try to be like everyone else
• Start with BTS content, tips, event day stories, planning fails, and wins
• Use consistent colors, fonts, and tone
• Engage with followers—DMs, polls, and Q&As go a long way
Tools of the Trade
• Canva, Cap Cut, and InShot for content creation
• Instagram, TikTok, and LinkedIn for platforms
• Scheduling tools like Buffer or Later
• Analytics tools to track engagement and refine strategy
“Power lies in visibility. However, this goes hand in hand with authenticity and trust, you have to stand out in style and professionalism,” he says.
He says adds that it is not about fame but having influence.
“Take one small step, like posting a BTS clip or introducing yourself on camera.”
