Facebook is the event discovery site of choice for millions of people. In fact, 35 million people view a public event on Facebook every day, according to Facebook.
Chances are, Facebook is already a primary marketing channel for your event. But if your promotional strategy doesn’t evolve, your efforts — and ticket sales — may fall flat.
Don’t let that happen. You need to find new ways to drive ticket sales — but that doesn’t mean finding an entirely new promotional channel. Instead, lean into what works: Facebook.
There are new ways you can use Facebook to get your event in front of as many people as possible and drive ticket sales. For example: did you know you can sell tickets directly through Facebook Events?
Here are the four latest events features that Virginia Maloney, a Business Product Manager at Facebook Events, says should be at the top of your radar this year.
Facebook Events have never been more popular than they are today, according to these stats Virginia Maloney shared
people use Facebook Page events every month
events were created by Pages on Facebook last year
year-over-year growth in people engaging with public events created by Pages
Update #1: More types of Eventbrite events can sell tickets directly on Facebook
Increasing reach is only half the battle. You don’t just want people to see your event, you want them to buy tickets.
“The most effective way to sell tickets on Facebook is by enabling our integrated check-out experience through partners like Eventbrite,” Maloney says.
This experience adds a “Get Tickets” button to your Facebook event, which allows users to complete their purchase seamlessly from within the Facebook app. The ticket buyer’s payment information, name, and email address are pulled directly into the order form, so it only takes two taps to buy tickets once Facebook’s checkout process begins. (Traditionally, buyers would be redirected to a ticketing website, where they would have to enter all their information from scratch.)
“If you’re selling tickets directly on Facebook, the ticket purchase flow has fewer steps and less friction in the checkout experience,” Maloney says. “This reduces drop offs, leading to improved conversion rates. More people will buy tickets when they’re available directly on Facebook, without event-goers ever leaving the app.”
Pro Tip How to set up native checkout
If you’re already using Eventbrite, it’s easy to set up a “Get Tickets” button on Facebook. Publish your event on Eventbrite, then go to the “Manage” page on your Eventbrite dashboard. Use the “Add to Facebook” tool to either create a new Facebook Event or add ticketing to an existing event. You can do this at any time, so if you’ve already created events, it’s not too late to go back and add Facebook ticketing. Here’s a step-by-step guide.
The perks of selling tickets directly on Facebook
• Organic and paid distribution channels to reach more event-goers
• Events that ask supported custom questions in their checkout forms, such as shipping address or waivers
• Automated on-sale reminders
• Metrics and insights to back it all up
Update #2: Take Advantage of New Targeting Options for Facebook Event Ads
Getting your audience right is one of the most important parts of setting up your ad. That’s why Facebook allows you to create Event-specific custom audiences, based on how people have responded to or engaged with your Facebook Events
“Before, you could create a custom audience for people who responded “Interested” or “Going” to a specific event,” Maloney says. “Now, there are five new audiences you can take advantage of.” Those include:
• People who have viewed or engaged with (via like, share, or comment) any event on your page
• People who have purchased tickets to any event on your page
• People who entered the ticket purchase flow directly on on Facebook
• People who began the process of buying their ticket directly on Facebook, but didn’t complete their purchase
• People who purchased tickets to any of your past events directly on Facebook
Note: the ticketing-based custom audiences are only available for people who sell their tickets directly on Facebook.
Update #3: Sell Tickets Directly in Your Facebook Events Ads
74% of event marketers use Facebook Ads to promote their events, according to 2017 Eventbrite research. But if you’re not taking advantage of Facebook Events Ads’ unique features, you might not be getting the most from your spend.
Facebook Events Ads allow you to either drive awareness of your event (with an “RSVP” action to indicate “Interested” or “Going” to your event — see left image below) or drive ticket sales (with a “Get Tickets” button — see right image below).
Drive awareness and responses
Drive ticket sales through ticketing on Facebook or a redirection to your ticketing site
Previously, you could only use Facebook Event ads to sell tickets by redirecting to your ticketing website. “Now you can use Facebook Events ads to sell tickets directly through the Facebook event,” Maloney says.
If someone clicks “Get Tickets” on your ads, they can buy the ticket directly on Facebook, without ever leaving the platform. This can drastically increase the conversion rates you see on your Events ads.
Pro Tip How to set up embedded checkout in your ads
There are two options to enable these types of ads:
1. Boost your event from your Event Page
By clicking the Boost Event button in the top-right corner. Choose “to sell tickets” as your objective. (Your Event must already by set up to sell tickets directly on Facebook, as explained in Update #2, or the ad will redirect to your ticketing website.)
2. Create an ad for your event in Ads Manager
You can now create event ads through Ads Manager. Like any other ad you create within ads manager, be sure to choose an objective that aligns with your #1 goal.
Update #4: Understand Your Event’s Performance
Facebook is also building tools to help you better understand your events performance on Facebook and recently launched a redesign. “We know how important it is to close the loop and measure the impact of having your event on Facebook,” Maloney says. “That’s why our team is investing in helping you gain insights and benchmark performance.”
Currently, you can view insights about the people your event reached and their response to your event. If you are using the Eventbrite integration, you can also see how many people clicked on “Get tickets” on Facebook. There is now also a clearer transaction funnel for events selling tickets directly on Facebook, a new recommended actions section, and a dedicated events tab.
“You have a dedicated destination for insights specific to your event,” Maloney says. “Part of this redesign included expanded audience insights to give you a better sense of who your audience is. And what’s more, we are bringing event insights to your mobile phone – so you can view these metrics on the go.”
Keeping Your Facebook Strategy Up-to-Date
Facebook is constantly evolving. “Events are a big area of focus for us,” says Maloney, “and we’ll be introducing many improvements over time.”
To stay on top of the latest upgrades, you need a ticketing partner who’s working with Facebook to build for the future. To make sure your events can access the Facebook features that other events have used to drive their ticket sales, contact us or get in touch at 1-866-902-2531.
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