From Social Shares to Signups
What’s Really Working in Peer-to-Peer Event Marketing For 2026
New Research
How the smartest event marketers are scaling advocacy in 2026
This report analyzes hundreds of peer-to-peer campaigns across 2024 and 2025 using real Snöball platform data.
- Discover how to measure your peer-to-peer (P2P) performance and impact.
- See which event types and industries drive the highest referral conversions.
- Learn how to identify and activate your best advocates to amplify reach.
Explore the latest data on P2P event growth
Here’s a glimpse of what you’ll uncover in the 2026 Snöball Benchmark Report:
What’s driving peer-to-peer growth in 2026?
See how real campaigns across hundreds of events proved that P2P is the best marketing channel to drive conversion.
Which channels deliver the highest impact?
Understand where audiences actually share—LinkedIn, WhatsApp, and Email lead the way—and how “dark social” channels are quietly powering the strongest trust-based conversions.
How does your industry stack up?
Compare your sector against real benchmarks across technology, transport, healthcare, marketing, and more. Learn which audiences amplify most and what “top performers” look like in your world.
How does peer-to-peer thrive world-wide?
Explore regional trends from North America to EMEA, APAC, and beyond. See how cultural norms shape sharing behavior and why Snöball’s platform powers campaigns globally.
Why peer-to-peer is the key to event growth in 2026
Getting the right people to register—especially early—has never been harder. What if you could turn your entire event community into your marketing team?
Peer-to-peer marketing does exactly that.
This latest Snöball Benchmark Report shows that 31.9% of organic shares convert into registrations, with the top performers hitting 53.7%. On average, 6.9% of all attendees are directly attributed to peer-to-peer referrals—proof that authentic advocacy drives real growth.
Say goodbye to guesswork and hello to data-driven decision-making.
Backed by real results from hundreds of peer-to-peer campaigns
High engagement
- 50.82% email open rate
- 10.5 landing page views per share
Wide reach
- 6.9% average audience attributed to referrals
- 13.2% among top-performing events
Strong conversions
- 31.9% share-to-registration rate (average)
- 53.7% top-performing conversion
We have found that most referrals occur through personal channels such as email and WhatsApp. This ‘behind-the-scenes’ sharing was previously invisible to us, and Snöball’s analytics have been instrumental in revealing these patterns. This will help us to shape our campaigns in the future.” –
