Essential Guide: Social Media for Events

Learn how to master social media for events with this essential guide.

Social media drives nearly 25% of views to ticketing pages. That means that small upgrades in your social media marketing strategy can equal big increases in ticket sales.

To find out how to master social media for events, check out this Essential Guide from Eventbrite and Buffer, a social media management platform. In nine simple steps, you’ll learn how to develop and improve your marketing strategy across the six most popular networks, including how to:

  • Decide which networks to focus on, and how to use them
  • Increase engagement with current and future attendees
  • Measure real-time results to see which of your efforts drove sales

For more need-to-know information on growing your attendees through event promotion, check out our Essential Guide collection.

By downloading this guide, you authorize Eventbrite and/or Buffer to contact you with related information.


Step 1: Get familiar with the most popular social networks

Chances are, by the time you’ve finished exploring all the available social networks, a new one will have popped up. To prioritize your time, focus on the channels with the widest possible reach. According to Statistica, here are the social networks with the most monthly active users in 2016: Facebook, Instagram, Twitter, Snapchat, LinkedIn, Pinterest. And if you aren’t using an event hashtag, it’s time to incorporate that into your social media strategy.

Step 2: Focus on where you can best reach potential attendees

Does this network make sense for the content I’m producing? Consider the content you’ll be producing and sharing. Will you be posting links to longer blog posts about speakers at your conference? Instagram might not make much sense, given that it’s primarily used on mobile where people don’t necessarily want to read longer articles (and you can’t include clickable links in your captions). But if your promotion strategy is focused on pictures and videos from last year’s music festival, Instagram could be the perfect fit.

Do your potential attendees spend time there? What is the average age of your attendees? Do they skew to one gender? Based on your ticket or registration price, make an educated guess about their income level. Once you understand your attendees, it’s time to find the social media networks where your audience spends the most time.

Step 3: Upgrade your social profiles with these quick wins

Optimize your bio copy The short snippet of copy featured in your bio or “about” section is one of the first things people will see in your social media profile. And because social networking sites are established and trusted by a search engine like Google, it’s likely your social profile will show up high in search results for your event. What impression do you want to leave potential attendees with?

Check your profile image sizes Images are an essential part of social media marketing, and no picture is more prominent than your profile picture. Most social media sites will crop or stretch an image to fit within the allotted window, since photos show up on so many different screen sizes. It’s worth optimizing your images before you upload to your Facebook page, for example, so they show up beautifully on mobile as well as desktop

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