Social media is one of the best ways to spread the buzz about an upcoming event. With so many platforms to leverage, you can get the word out to various segments of your audience where they live online.
To maximize your social media event marketing efforts, however, it pays to put some strategy behind your posts. After all, it’s not enough for your followers to see your updates — you want to engage and convert them, too.
Wondering how to promote your event on social media quickly and easily? Turn to Eventbrite Boost. Our latest feature is a simple way to advertise events and start ad campaigns across all your social media channels. Boost has various tools you can use to help gauge success and growth. Whether you’re connecting people in-person or online, for poetry readings or dance lessons, cook-alongs or concerts, Boost can help. This platform makes it a breeze to reach new people, engage your fans and followers, and grow your event attendance — directly from your Eventbrite account.
Here are 12 more steps you can take to promote your event on social media and drive ticket sales.
Step 1: Choose your social networks
Depending on your industry and target audience, some social platforms may be more effective than others. Typically, if you can do some promotion on Facebook, Twitter, and LinkedIn, you should be well covered. Here’s a quick overview:
- Facebook: You can share event updates, engage followers, and create event pages. You can also target your messaging to specific groups using paid promotion.
- Instagram: Brands get the most engagement on this image-laden social platform.
- TikTok: This short-form video platform has taken the world by storm. With its quickly evolving landscape, you can experiment with many new features for businesses.
- Twitch: The entertainment industry is taking full advantage of this livestreaming platform.
- YouTube: A legacy video platform that is becoming even friendlier to advertisers and musicians.
- LinkedIn: Great for B2B and industry networking, this professional social media platform is a good choice for company news and event announcements.
- Twitter: Use posts and an event hashtag to build excitement before and during your event.
- Snapchat: Appeal to young audiences by building a presence on Snapchat.
- Spotify: How popular and up-and-coming musical acts promote shows and tours to fans.
Step 2: Choose your event hashtag
Come up with a hashtag that’s short, unique, and easy to understand. Once you land on an idea, stick with it! Consistency is key.
If you post anything relevant to your upcoming event, include your hashtag. Add it to all of your social account bios as well. And don’t stop there — promote your hashtag on all your other communication channels. These include your event website, promotional emails, print materials, and more. Videos are getting more attention than ever, so include the hashtag where viewers can easily notice it, such as a footer or in a corner.
During the event, make sure your hashtag is visible so your guests know to use it. Include it in handouts and display it on screens throughout your venue. Better yet? Give people incentive to use your hashtag and share your event on social. This could mean setting up a photo booth branded with your hashtag or creating a photo competition where the best photo using your hashtag wins a prize. Keep in mind that contests have legal requirements, so make sure you consult a lawyer prior to running one.
Step 3: Upgrade your social profiles
Before you embark on social media event advertising you’ll want to revise your channel’s pages. Create sleek headers and thorough company descriptions, and update any existing pages to include your upcoming event. Some quick tips:
- Stay consistent across all your channels: Professionalism is key. Be sure that your social media channels are consistent with one another. This includes usernames, URLs, headers, and descriptions.
- Optimize your social media “about us” sections: Include a thorough, engaging description of your company. Use keywords that will help prospective attendees find your page, and include a mention of your event as well.
- Interlink all of your social media pages: On Facebook, include your Twitter handle, and so on. This will allow fans to follow additional pages for news and updates.
Revisiting your outdated social media profiles? Save the Social Media Event Marketing Plan Template to your computer to create your own content-release schedules.
Step 4: Create (and sell tickets through) a Facebook Event
700 million people use Facebook Events each month. But with more creators using the platform for social media event promotion, you need to make your events stand out from the rest.
When creating your Facebook Event, be sure to:
- Choose a 1920×1080 cover photo that looks good on any size screen
- Be specific about location, time, and category so Facebook can help promote your event
- Craft a compelling event description
- Put your ticketing link front and center
If you use Eventbrite, you can sell tickets directly on Facebook. In fact, events that sell tickets directly on Facebook drive two times the free registrations and 20% more purchased ticket sales on average than events that redirect to a ticketing page. Use Eventbrite Boost’s Add to Facebook feature to see those benefits ASAP. Using the app’s integrations capabilities with Facebook means your events will instantly sync to all relevant information. It’s a super convenient way to market events across your entire social media network.
Step 5: Craft your content carefully
Engagement with your posts determines how many potential event-goers see your promotions, so you need to make every post count.
For maximum engagement, you’ll want to include images and space out your ticket sale posts with more general industry news or lifestyle info. Make the content engaging, conversational, and not overly “salesy.” Also:
- Tailor content for each social network: You want to keep in mind the different styles and audiences on each platform. On Twitter, it’s short, sweet, and sometimes quirky, whereas on LinkedIn, you should steer toward a more professional tone. The demographics of each social media channel are also something to take into account. If you’re aware of who enjoys your content on certain channels, focus your marketing efforts to give them more of what they want.
- Incorporate images into your posts: Image and video-driven posts are more engaging than plain copy. If you’ve had past events, include photos of happy attendees having a great time. Or, if you have well-known speakers, partners, or vendors for your upcoming event, you can share photos of those people to build excitement. You can even create silly memes or add animated gifs for some lighthearted fun.
Step 6: Invest in tools to streamline your process
If you’re not careful, developing and scaling a strong social media strategy can be a drain on your resources. Eventbrite Boost puts all those tools in one place.
With other social media tools, it’s hard to know what to choose and how to measure ROI. Eventbrite Boost can help you save time and make your social media management less manual and more effective:
- Plan and schedule more efficiently: You can’t be online 24 hours a day, so use tools that can help you plan, organize, and schedule your posts.
- Create and curate diverse content: Content curation platforms help you find interesting content. Bookmark a blog post or a video that relates to your topic.
Step 7: Run a social media contest
Wish your followers shared your posts more? Make it happen with social media contests (simple with Eventbrite Boost). Social media is vital for event promotion, but you can’t just rely on your own accounts to spread the word — you have to get event-goers to share it as well. Contests are the perfect way to motivate word-of-mouth promotion without a huge investment.
But not every social media contest is as successful as it could be — and if you don’t follow legal requirements, contests could even land you in legal trouble. Make sure to consult with a lawyer and post contest rules that reflect your local and state legal requirements. You don’t want to risk your event brand during promotion.
Use this blog post to learn how to use contests to level up your social media strategy.
Step 8: Work with influencers
Influencers can bring your events more buzz by having a known personality give your event exposure to their audience. Building relationships with key people in your industry who can talk up your event can help influence interested attendees to register. Influencers can be found on each of your social media channels, so it is easy to come across many of them that reach out to the same target audience as you do.
But influencer marketing can be an intimidating and uncertain path for many, so it can be challenging to develop a sound strategy. Make sure your strategy involves researching to find the right influencers so you and your events benefit greatly from collaboration.
Step 9: Launch paid social media ads
According to Adweek, an average of only about 2-6% of your Facebook followers will see posts you make on your event page.
“If you want to get your content in front of the right people, it’s a pay-to-play environment,” says Ali Shakeri, of Eventbrite Boost. That means supplementing organic posts with paid social ads.
To craft an engaging social media advertisement, be sure to include:
- An eye-catching image or video
- Short and sweet post text
- An even shorter headline — that’s still engaging
- A direct call to action (i.e., “Buy Tickets”)
- An accurate link description (i.e., “Click here to buy tickets”)
Learn more about launching and measuring social media ad campaigns in The Event Organizer’s Guide to Paid Social Media Advertising.
Step 10: Use each channel’s features to their fullest
Snapchat is a pioneer in social media when it comes to expressing yourself creatively. As more than 250 million people using Snapchat every day, organizers can still use it for event social media posts. The easiest way to use Snapchat for events? Make a Snapchat geofilter for your attendees. By investing only an hour of time and less than $100 of budget, you can engage attendees and spread the word to new ticket-buyers.
TikTok and Instagram also have tools that allow you to customize your content and enable other users to share your message organically. Stickers and filters can be created in these popular social media channels; since they’re fun and interactive elements, users happily apply them to their own content and spread the word in a less salesy way. With these professional-looking features, you can personalize your posts and create entertaining plugs for upcoming events at the same time.
Get step-by-step directions on how to make a Snapchat geofilter in this post.
Step 11: Use live video on event day
You don’t have to livestream your entire event to make a splash with live video. Instead, use short, live clips from your event — like behind-the-scenes peeks or interviews with performers — to engage viewers. There are plenty of options for livestreaming where you can grow your audience fairly quickly.
This light effort can pay off seriously down the road. Here are a few reasons why, from Amber van Moessner of Livestream:
- Live video is extremely engaging: According to Facebook Live, users spend more than 3x more time and comment 10x more when the video is live.
- Live video grows attendance: 30% of people who watch a livestream of an event will attend the same event the following year.
- Live video is cost-effective: It’s a common misconception that live video is costly. Thanks to tools like Facebook Live, anyone can leverage the technology and see a positive return on investment.
In addition to Facebook Live, Instagram, Twitch and YouTube are also viable livestreaming platforms where you can find many viewers. To ensure your streams work well to find an audience, be sure they are longer than 10 minutes so you’re live long enough to attract as many users as possible.
Step 12: Measure your social media activity
As you get better with social media, you’ll want to get a sense of what’s working and resonating with your followers. That way, you can tweak your strategy accordingly, and hopefully, drive more ticket and registration sales.
With Eventbrite Boost, you can see update metrics on how your ads are performing. Eventbrite Boost helps you chart:
- Engagement rate: Are your followers engaging with the content you post? Look for trends and re-post your top content to improve your engagement rate and show up in more feeds.
- Clicks: How many social media users are clicking on the links to your ticketing page?
- Sales: If you use Eventbrite, you can see how many sales each social media channel has driven in your event reports.
- Return on investment: If you’re using paid advertisements, be sure to monitor your ROI (return on investment) to make sure your spend is paying off.
To learn more about how to promote your event on social media, check out The Essential Guide: Social Media for Events.
Now more than ever before, you have the tools at your disposal to create engaging social media marketing for event promotion. There are many tasks involved in this process, but at least half of them can be done using Eventbrite Boost to help you draw more attention. Learn more about how you can sell tickets with Eventbrite.