From Social Shares to Signups
What’s Really Working in Peer-to-Peer Event Marketing
The 2026 Snöball Peer-to-Peer Benchmark Report reveals how mobilizing your community can boost registrations by up to 53.7% and account for as much as 13.2% of total attendance — all without increasing ad spend or adding stress.
New Research
Why peer-to-peer is the key to event growth in 2026
This report analyzes hundreds of Snöball campaigns from 2024–2025 — from global trade shows to niche association meetings.
- Measure the real impact of peer-to-peer marketing on registrations and ROI.
- See which industries and regions drive the highest referral conversions.
- Identify and activate your top advocates — attendees, speakers, and exhibitors
- Use trust-based sharing to solve challenges like late registrations and shrinking budgets.
Explore the power of P2P!
What is P2P marketing?
Understand how audience-driven advocacy transforms event reach — and why it converts better than ads or email alone.
Is P2P marketing right for my event?
Whether you run a niche summit or a large-scale tradeshow, P2P fits every format — delivering an average 6.9% of total attendance via referrals.
Who are my top advocates?
Learn how to identify and incentivize your most valuable advocates to maximize event promotion and reach the right people, not just more people.
Which social channel performs best?
Learn why LinkedIn (34.8%), WhatsApp (23%), and Email (14.7%) lead global sharing, and how dark-social channels like Slack and Teams unlock trusted conversions.
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.
Across North America, EMEA, and APAC, P2P campaigns outperform traditional tactics — proving that people trust people more than ads.
Powered by the latest Snöball platform data
Compared to ads (4.4%) or generic email blasts (~12%), peer-to-peer delivers several-times-higher conversion rates.
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
Snöball is such an easy platform to use — and the analytics make it simple to see what’s working and pivot fast. For G2E, we saw incredible success, with over half of our peer-to-peer shares converting. The support team is fantastic and truly feels like an extension of ours.
