Coachella 2025: A Marketing Phenomenon

Coachella has always been a vibe – but in 2025, it’s become a full-blown marketing machine. From branded billboards on the Californian I-10 to real-time TikTok livestreams and influencer integrations, Coachella is no longer just a two-weekend long physical experience – it’s a social media phenomenon with no need for FOMO if you’re online.

And the numbers prove it. This year, the @coachella Instagram account was valued at $6.4 million, after weekend one and an incredible social media value of $9.1 million after the second weekend, showcasing the immense reach and resonance of festival-aligned content.

See your Social Media Value here!

So how are brands and artists making the most of this moment?

Social Media: The New Front Row

Not heading to the desert? No problem. Platforms like TikTok and Instagram have erased the FOMO:

In fact, TikTok creators and brands livestreamed multiple sets from both weekends of Coachella 2025, including performances from major headliner Lady Gaga. Combined with backstage content, influencer takeovers, and behind-the-scenes snippets, the experience was just as compelling for viewers tuning in from their phones.

For brands, this means amplified reach far beyond the physical festival. A billboard near Indio becomes a shareable Instagram Story. A clever hydration pun becomes a TikTok trend. The ROI? It’s not just counted in steps past signage – it’s measured in views, saves, shares, and duets.

From $6.4M to $9.1M in Social Media Value – What Does That Mean?

Social Media Value is the equivalent ad value of organic engagement on a brand’s own channels. Through our proprietary tool, brands and public accounts can put a feasible number of value behind their handle – in Coachella’s case, this means:

• $9.1 million worth of earned impressions and engagement across @coachella’s own posts
• Tens of millions of organic interactions, from comments to shares
• A massive effect (and value) for artists, sponsors, and partners whose content gets featured or re-shared

For brands tapping into the festival – either through influencer partnerships, in-event activations, or digital integrations – this presents a golden opportunity to ride the engagement wave without the ad spend.

Coachella Billboards: Comeback or Culture?

2025’s billboard campaigns leading into Coachella redefine marketing by blending traditional media with digital storytelling. Here’s how:

• Tyla’s hydration-themed billboard didn’t just echo the desert setting and her splashy hit song “Water” – it became a meme format across TikTok.
• Lady Gaga’s triple-billboard power helped build multi-platform buzz, as fans snapped selfies and shared them with hashtags like #Gagachella leading up to her big headlining performance.
• Frank Ocean’s cryptic “KIKI BOY 2025” billboard brought a frenzy of speculation on Reddit, TikTok and X, fueling fan theories and viral hot-takes.

Costs are considered moderate: Standard billboard rentals near Coachella range from $800 to $5,000 per month, and premium placements on key festival routes can command $8,000 to $12,000, excluding production and installation fees.

While that’s a feasible spend, the visibility potential is massive with Coachella drawing over 100,000 attendees daily, plus the countless impressions on social media platforms – Snapchat, Instagram, TikTok, X… you name them.

Brands that invest in smart Coachella placements are seeing returns with the average ROI on static billboards being 40%, with top campaigns achieving 2x to 5x returns! Social media virality boosts ROI beyond physical impressions. But this requires more than monetary resources as advertising is meant to be meaningful and connect to its audience emotionally and culturally.

Each one is not just a message – it is a moment, crafted to go viral, instead of serving the purpose of only reaching the real-time audience on their way to the festival.

Brands That Got It Right

Electrolit’s “Every Set” campaign is a standout example of 360° festival marketing:

• Out-of-home billboards kicked off the campaign with a wellness-first message
• On-site hydration stations turned product into an essential service
• A branded run gave festival-goers a reason to engage as a community offline – and share it online

Meanwhile, Aperol Spritz is leaning into aesthetic culture, making sure every interaction – from a branded bar cart to influencer and musical celebrity content is camera-ready.

The result? Shareable moments that live far beyond the two festival weekends.

Coachella’s Cultural Clout: Why This All Matters

Coachella isn’t just a music festival – it’s a cultural barometer. It tells us what’s trending, who’s breaking, and how brands are evolving to meet audiences where they are.

In 2025, that means:

• Embracing IRL experiences that drive online conversations
• Designing campaigns for visual storytelling, not just product placement
• Aligning with causes that reflect community values  – with the amplification of the audience’s core values and opinions on a world stage reflected in the appearance of politician Bernie Sanders, who introduced singer-songwriter Clairo on stage

And when the content hits right? You’re not just advertising. You’re part of the moment.

Coachella 2025 isn’t just a music event – it’s a global content engine. Aside from its musical component, the cultural phenomenon creates a space for campaigns designed to live far beyond the desert, brands and artists turning moments into movements.
From bold billboards to viral TikToks, the festival proves that cultural relevance and digital reach now go hand in hand.

Whether you’re a festival-goer or just scrolling from home, Coachella 2025 proves one thing: If it did not pass your feed or For You page – did it even happen?