It’s easy to blame your declining social media results on algorithms. They’re constantly changing, never transparent, and out of your control. The result can be disastrous for your ticket sales — and, ultimately, your events business.
But why should you care about your engagement rate — and how can you increase it? Here’s some insight from the experts at Grammarly.
Why your event’s engagement rate matters
“Engagement rate” is a term you hear a lot, but why should you care? While each platform measures engagement rate slightly differently, they all use the metric to see how many viewers engage with your posts via clicks, shares, and comments.
You can use the metric as a measure of how clearly your copy and images are telling your event’s story. This is why it’s so vital to be pithy and concise in your writing on social media: if a social media platform’s algorithms determine that your content is engaging, you get more exposure.
“If you’re completely ignoring engagement rate, you’re essentially ignoring feedback from your followers and risking your place in their feeds,” says Christy Huggins, Eventbrite’s Senior Social Media Manager. That means you reach fewer followers, and could sell fewer tickets as a result.
How to increase your engagement rate
High social media engagement comes from compelling copy and quality storytelling. To thrive in today’s social media world, you need to think beyond generic, sloppy copy. Your team can’t post recycled photos of last year’s event with the same formulaic copy when tickets go on sale and call it a day. Instead, you need to create a clear story that engages followers.
So what does quality storytelling look like? Here are five tips for crafting attention-grabbing social copy.
1. Keep it short and simple
Studies show shorter posts generally have higher engagement. On Facebook and Instagram, keep things short enough so readers don’t have to expand your post to read the whole thing.
2. Avoid overused words
Overusing adjectives like “awesome” and “great” actually makes your writing sound boring. Be specific and colorful with your words.
Comb your social post for typos before you post it, or run it through an online grammar checker like Grammarly’s. And it’s always good practice to get a colleague to lend a second set of eyes before you publish.
4. Have a clear CTA
Make sure it’s easy for people to take whatever action you’re asking them to take in each post. For example, if you’re promoting the end of early bird ticket sales, linking directly to your ticketing page, not to a FAQ page.
5. Use relevant hashtags — in moderation
Hashtags are a great way to get your content in front of new and relevant audiences. But not every word in your post needs to be a hashtag!
Turn engagement into ticket sales
So how can you use your compelling social copy to drive ticket sales? Read the full ebook from Grammarly, Storytelling Sells: Bring Your Event’s Copy to Life on Social Media.