Social Media Decoded – Building Community at Scale: Live with Eventbrite CEO Julia Hartz

Podcast: Social Media Decoded

Host: Michelle Thames
Guest: Julia Hartz, CEO & Co-founder, Eventbrite
Date: January 17, 2026

Episode Overview

This episode dives into the power of live events and community as essential tools for visibility and brand growth in the digital age. Host Michelle Thames sits down with Julia Hartz, CEO and co-founder of Eventbrite, to explore the evolution of events, actionable insights for entrepreneurs and creators, and the latest trends shaping how communities gather—both online and offline. Together, they discuss the value of authenticity, the shift from mass-market to niche experiences, and strategic findings from Eventbrite's new 2026 Social Study.

Key Discussion Points & Insights

1. The Origins and Purpose of Eventbrite

[02:40] Michelle Thames: Sets the stage by asking Julia what inspired the founding of Eventbrite and the original problem they set out to solve.

• Julia’s Backstory ([02:57]):
  • Came from a TV executive background, fascinated by how strangers bond over niche topics.
  • Realized the energy and connection possible in passionate gatherings:

    "I felt like, wow, I don't belong, but I feel like I'm a part of a community just by being there." – Julia Hartz [03:27]

• Co-founders’ Visions:
  • Kevin Hartz: Aimed to democratize industries, empower people (e.g., previous remittance startup).
  • Renaud Visage: Engineer/artist, wanted to help turn passions into profit.
• Eventbrite’s North Star:

  "At the end of the day, our North Star has been for 20 years to bring the world together through live experiences and... help event creators be more successful." – Julia Hartz [05:36]

2. Events as Visibility & Community-Building Tools

[06:09] Michelle: Focuses on the shift from mere online presence to building real relationships and experiences.

• Julia on Evolution ([06:43]):
  • Events must evolve with technology: mobile, social, AI, big data.
  • Pandemic proved in-person connection is a “must-have.”
  • Gathering IRL is fundamental to our wellbeing; platforms should amplify—not replace—human connection.
  • The best event marketing comes from relationships and referrals rather than chasing algorithms:

    "Humans are trusting humans more than platforms for recommendations... It's about relationships, it's about referrals." – Julia Hartz [08:17]

• Culture of Collaboration:

  "When we bring creators together... it’s just the opposite [of secrecy]. It’s this wonderful combination of creative ideas and tips..." – Julia Hartz [09:05]

3. Trends for Creators: Niche is the New Mass

[10:08] Michelle: Asks for practical examples of what’s working right now for entrepreneurs and event creators.

• Niche Over Mass ([10:30]):

  • Consumers want under-the-radar and insider experiences (small batch, secret lineups).
  • There’s a hunger for surprise, spontaneity, and authenticity:

    "Authenticity is the new luxury. Because if everything is instantaneous... then local connection, participation, organic moments that matter... are really valued." – Julia Hartz [12:26]

  • Encourage creators to stop overproducing and “let your behind-the-scenes, imperfect, in-progress story do the work.”

• Michelle’s Experience:
  Finds new audiences for her events via Eventbrite, not just by posting on social media ([13:07]).

• Events as Unique, Irreplicable Experiences ([14:03]):

  • 8 out of 10 people want to attend more events in 2026, especially Gen Z and Millennials.
  • Every event is utterly unique because of the people present and the moment:

    "Each one was entirely and utterly unique and one of a kind... simply because those people gathered in that place at that time in a way that would never, ever repeat itself." – Julia Hartz [14:36]

4. The Biggest Mistake Hosts Make & How to Fix It

[16:08] Michelle: Asks about common mistakes and simple improvements for event hosts.

• Neglecting the Closing Moment ([16:32]):
  • Cites Priya Parker’s “generous authority of hosting” as guidance.
  • Most organizers focus on the logistics/opening, but the closing is what lingers.

    "It's the closing ceremony... that lasts with people because it's simply the last memory they have of the event." – Julia Hartz [17:24]

  • Offer guests an “elegant off-ramp,” a parting message or gift—don’t let events just fizzle out.

5. The Power of Presence Over Perfection

[19:50] Michelle: Shifts to Julia's personal strategies for staying grounded as a CEO and mom of four.

• Julia’s Grounding Principles ([19:50]):

  • Focus on what matters most: customers, team culture (“Breitlings”), fun.
  • An anecdote about reconnecting with her team by prioritizing shared purpose and fun, not just relentless planning.

    "We need to stop scripting every word. We need to leave room for the unexpected... present beats perfection all day long." – Julia Hartz [23:28]

• The Magic of Unplanned Moments:

  "Sometimes the magic happens in between the planned moments and that can unearth that moment that people are talking about forever..." – Julia Hartz [24:46]

6. Insights from the 2026 Eventbrite Social Study

[25:31] Michelle: Discusses the newly published report on event & community trends.

• Key Findings ([25:31]):
  • Gen Z & Millennials are in a “reset to real” era, seeking unpolished, surprising, and human experiences.

    "People are looking for live experiences that feel unpolished, surprising, and human... putting their trust in people and becoming wary of platforms." – Julia Hartz [26:09]

  • Unique Venues Matter: Nearly half would pay more for special venues—it signals the event will be a story.
  • Soft Socializing: Many now prefer “parallel play” or low-pressure interaction at events.
  • Cause Connection: 75% more likely to attend if the event ties to a cause; nearly 90% value local community connection.

    "People want to feel useful and not just seen... that is a clue for us to lean into as creators." – Julia Hartz [30:10]

Notable Quotes & Memorable Moments

• "Getting together in real life is not a nice to have, it's a must have." — Julia Hartz [07:24]
• "Authenticity is the new luxury." — Julia Hartz [12:26]
• "Participating in something that will never happen again." — Michelle Thames paraphrasing Julia [16:08]
• "It's the closing ceremony... that lasts with people because it’s the last memory they have of the event." — Julia Hartz [17:24]
• "Present beats perfection all day long." — Julia Hartz [23:28]
• "Niche is the new mass market." — Julia Hartz [10:34]
• "Building gatherings that have layers and not labels... the mashup is king." — Julia Hartz [31:54]
• "People want to feel useful and not just seen." — Julia Hartz [30:24]

Important Timestamps

• [02:57] Julia reflects on the founding story and motivations behind Eventbrite.
• [06:43] Julia outlines the evolution of events as community-building tools and how technology has shaped them.
• [10:30] Discussion on current event trends—niche, insiders-only experiences, the value of spontaneity, and authenticity.
• [14:03] Julia shares research that 8 out of 10 people want to attend more events, particularly Gen Z and Millennials.
• [16:32] Biggest mistake event hosts make: neglecting the closing; importance of an intentional send-off.
• [19:50] Julia on team leadership, presence over perfection, handling unpredictability.
• [25:31] Introduction to Eventbrite’s 2026 Social Study; key findings about what attendees seek in events.

Rapid Fire with Julia ([31:07])

• In person or virtual? “In person, yes.” [31:07]
• Small intimate events or large conferences? “Small, intimate events.” [31:12]
• What makes an event unforgettable? “Who you met in the conversations you had.” [31:19]
• One word you associate with community? “Warmth.” [31:27]

Lasting Takeaway: Layers, Not Labels ([31:54])

Julia’s final advice for entrepreneurs and leaders:

"Think about building gatherings that have layers and not labels... cross-pollination is building community faster than shouting just into one niche corner forever."

Episode Tone & Style

• Conversational, insightful, and motivating
• Action-oriented with practical advice for event creators and entrepreneurs
• Emphasizes warmth, authenticity, and the intrinsic value of genuine community

For more, check out Eventbrite's 2026 Social Study (link provided by Michelle), and share the episode if it inspires you to build intentional, memorable communities—one gathering at a time.