Belle of the book ball: Book Tok drives demand for immersive fantasy events among younger users
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Social media has always been a platform for portraying an idealized version of reality. However, some entrepreneurs are taking it a step further by using social media to sell fairy tale experiences. In recent years, there has been an increase in companies hosting fantasy-themed events targeting the Millennial and Gen Z demographics. These events range from immersive balls to gatherings where attendees can dress up in fantasy costumes and interact with character actors. Ticket prices vary from $60 to thousands of dollars. These events have gained popularity among people in their 20s and 30s and are primarily advertised and promoted on social media platforms. The global events industry is projected to reach $2 billion by 2032. While immersive fantasy experiences are not new, the demand for adult-oriented events has grown significantly. These events cater to the demographic that grew up with fantasy books like Harry Potter and are now willing to spend money on experiences that fulfill their childhood dreams. Social media plays a significant role in the success of these events as it allows companies to target niche groups and promote their events more efficiently and cost-effectively. Some organizers have focused on marketing to fantasy lovers through the book community and Book Tok subcommunity on TikTok, offering events themed after specific books or romance tropes. The popularity of romance fantasy books, particularly among Millennial women, has contributed to the surge in demand for fantasy events. These events provide an escape and a sense of community for attendees, allowing them to immerse themselves in an imaginative world and experience things they may not in their everyday lives. The pandemic has further increased the desire for these immersive experiences as people seek human connection and ways to find joy and escapism. As a result, the number of fantasy-themed events being offered is growing, with organizers seeing a surge in demand.
