Why packed rooms still don’t translate to online buzz (and what event teams can do about it)

Event organisers have become very good at one thing: filling rooms.
Registrations are up, agendas are strong, speakers are credible, and attendance looks healthy on paper. Yet once the doors close and the sessions begin, something critical goes missing.

Online visibility.

Premagic, an AI-powered event marketing platform, has been working with large-scale conferences and communities such as GITEX Global, dmg Events, Informa Connect, Event Tech Live to solve this exact problem. Its approach to attendee-led marketing was recently recognised with an award for Best Use of Technology for Marketing at Event at the Event Technology Live (ETL) Awards, reinforcing a growing shift in how event teams think about reach and engagement.

Despite hundreds or thousands of people attending, very little of that energy shows up on social media. Attendees watch sessions, network, grab a coffee, and leave. The event happens, but the conversation doesn’t travel.

“For an industry that relies so heavily on visibility and word of mouth, this silence is a serious blind spot,” says Anup Mohan, CEO of Premagic. “Most events are far more engaging in the room than they are online.”

Premagic was built to close this gap.

Premagic is an AI-powered event marketing platform that helps organisers turn attendees into active promoters of their event, without asking them to do extra work. Instead of relying on attendees to take photos, think of captions, or decide when to post, Premagic removes friction entirely by delivering ready-to-share content at the right moment.

“People don’t avoid posting because they don’t care,” Anup explains “They don’t post because it takes effort. When sharing becomes effortless, behaviour changes.”

During an event, Premagic runs live content and distribution campaigns that surface personalised, social-ready content directly to attendees. Session highlights, key takeaways, speaker moments, and event highlights appear instantly in a format designed for sharing. With a single tap, posts go live, extending the event’s reach far beyond the venue walls.

AI plays a central role, but quietly. Premagic uses AI to guide the narrative rather than manufacture it. If a keynote lands on three strong ideas, those ideas become shareable moments. If a speaker delivers a powerful insight, it turns into content. If organisers use session summary tools or other content platforms, Premagic can pull that data in and generate posts in real time.

“It’s not about pushing promotion,” says Anup. “It’s about shaping how people naturally talk about your event.”

As content starts circulating, Premagic helps organisers sustain momentum. Simple gamification features allow teams to recognise and reward the most active participants, creating a feedback loop that keeps attendees engaged and posting throughout the event.

Unlike traditional social media tools that help brands schedule posts, Premagic focuses entirely on mobilising the audience. It is built to run mass organic campaigns during events, activating hundreds or thousands of attendees simultaneously.

At International Confex, Premagic will also be sharing insights from its Event Marketing Playbook drawing on real-world learnings from events. The playbook highlights how much organic visibility most events leave untapped, and what changes when social sharing is designed into the attendee experience rather than treated as an afterthought.

In simple terms, Premagic fills the gap between in-room attendance and online visibility.

Visitors can meet the Premagic team at Stand ET26 to see how attendee-led marketing works in practice.