What marketers can expect from brands at Coachella this year

Coachella has long been a hotbed for brand marketing, attracting millions from around the globe.

But as the festival grows, so does the number of influencers touting products and services to festival-goers. 

This surge has led to influencer fatigue – a growing sense of disconnection as audiences feel overwhelmed by constant brand promotions. 

As Coachella 2025 begins, it’s more important than ever for brands to adapt to this shift and rethink their strategies.

Influencer fatigue occurs when audiences grow tired of seeing the same influencers pushing products. As influencer partnerships become increasingly common, the novelty and effectiveness of these campaigns diminish. Coachella has long relied on influencers to amplify its marketing reach, but as consumers become more discerning, the impact of this tactic can fade.

Brands need to understand the challenges ahead and craft campaigns that feel authentic and genuine, not forced or overly staged.

Influencer fatigue is something that will shape this years Coachella. With the rise of platforms like TikTok and BeReal, audience engagement is shifting. These platforms are changing how people interact with content, favouring more raw, unpolished moments over perfectly curated influencer posts.

At Coachella, this means that traditional influencer marketing strategies might not be as effective. Festival-goers are craving new forms of engagement that feel personal, relevant, and less like a sales pitch.

Factors that will influence this shift include:

• Changing social media habits: Platforms like TikTok and BeReal are leading the charge for more organic content, leaving influencer marketing on Instagram feeling increasingly stale.
  
  
• Heightened consumer awareness: People are more mindful than ever about what they consume, so they’re likely to tune out overly polished or fake promotions.
  
  
• Saturation: With so many influencers attending Coachella, it’s easy for a brand’s message to get lost in the noise.
  ‍

Understanding these shifts is key to crafting a brand presence that doesn’t feel like just another ad. Despite the challenges, Coachella continues to be an incredible platform for brand activations. Over the years, brands have found creative ways to engage festival-goers without over-relying on influencer marketing.

Here are some standout examples:

1. H&M’s “H&M Loves Coachella” (2019)

H&M has been a regular at Coachella, using the festival to showcase its latest collections. In 2019, they created an activation that went beyond product placements, offering a full-fledged experience. The interactive photo booths and exclusive pop-up shops allowed festival-goers to get involved with the brand in a more immersive way. While influencers played a part, it was the experience itself that drew crowds, ensuring people felt a connection to the brand beyond just the influencers.

2. Amazon’s Prime Day Activation (2022)

Amazon brought Coachella attendees exclusive access to Prime Day deals through a branded lounge. It wasn’t just about showing off products—it was about creating exclusive experiences. Through performances, sneak previews, and celebrity moments, Amazon tapped into the festival’s electric vibe, making their activation feel like a part of the festival’s natural energy rather than an intrusion.

3. Calvin Kleins #MyCalvins

Calvin Klein leveraged Coachella to promote its #MyCalvins campaign through a stunning immersive reinterpretation of the 1970s California house featured in the brand’s Spring 2019 campaign, which showcased celebrities like Kendall Jenner, A$AP Rocky, Shawn Mendes, and Noah Centineo. Dubbed the #MYCALVINS house, this activation invited festival-goers to explore a series of uniquely designed rooms, where they engaged in a vibrant multi-sensory experience and enjoyed numerous photo opportunities.
‍
4. 818 Tequila’s full-service saloon (2024)‍‍
The 818 Tequila Outpost returned to Coachella 2024 with a one-day pop-up featuring a Western saloon and plenty of 818 cocktails, alongside drinks from partners like Sprinter Vodka Soda, Olipop, and Chamberlain Coffee.

‍

To succeed at Coachella 2025, brands must rethink influencer marketing and activations. Here’s how:

1. Prioritise Authenticity – Brands should work with influencers who align with their values, creating genuine partnerships rather than transactional ones.
   
   
2. Collaborate with Niche Influencers – Micro-influencers with loyal, engaged followings can cut through influencer fatigue and create more authentic content.
   
   
3. Create Interactive Activations – Focus on immersive experiences like pop-up shops or VR to engage attendees beyond just showcasing products.
   
   
4. Build a Community – Rather than relying solely on influencers, brands should build real relationships with festival-goers, creating lasting loyalty. Will Refy bring their community to Coachella instead of influencers? Time will tell.
   
   ‍

This year's Coachella will present its challenges, but it also offers the chance for brands to get better. To overcome influencer fatigue, brands must embrace authenticity, create engaging experiential activations, and build genuine communities. The era of traditional influencer marketing is shifting, and only those who can adapt will thrive.

Ready to tackle the evolving marketing landscape? At Serotonin, we create strategies that forge authentic connections with your audience. Contact us today to discover how we can help your brand grow and succeed.

‍