In a world dominated by social media, a physical presence at a trade show extends beyond the limits of the booth space. The true impact lies in getting the audience to carry the brand with them — in their pocket, in their feed, and in their shares. This is why shareable content has become a crucial element in the strategy of any booth.

What is shareable content at a booth?

It's anything that visitors feel compelled to capture and share. It could be an image, a video, a challenge, a personalised message, or a creative experience. The most important thing is that it is:

1. Relevant: it must make sense within the brand's context.

2. Visually appealing: if it doesn't make you want to take a picture, it's not effective.

3. Simple to share: QR codes, hashtags, dedicated wi-fi, and calls to action are essential.

Real benefits for the brand:

1. Extended organic reach
   Each share acts as a spontaneous recommendation. When a visitor posts something on their profile, the brand reaches people who weren't at the show — with trust included.

2. Positioning as an innovative brand
   A booth with shareable content conveys dynamism, creativity, and closeness to the digital audience.

3. Memorability and positive association
   The experienced moment is more easily remembered when attached to a personal record. The visitor begins to see the brand as part of their moment.

4. Generating content for future reuse
   Photos and videos generated by visitors can, with permission, be used as authentic promotional material.

Examples of shareable activations:

1. Instagrammable spaces with creative decor and subtle branding

2. Personalised videos with chroma key, filters, or effects

3. Interactive LED messages with the visitor's name or real-time generated phrases

4. Challenges with official hashtags and prizes for the best posts

5. Teams prepared to assist visitors in capturing and sharing the moment

The power of digital extension

A booth that generates shareable content doesn’t end when the event closes its doors. It continues to circulate online, being viewed, commented on, and remembered. This digital extension is invaluable, especially when looking to build brand awareness, positioning, and humanisation.

PLM Exhibitions believes that physical and digital spaces can (and should) work together. And it is in the details — in creative activations, the right stimuli, and the emotions generated — that true reach is born.