Get a Quick Quote
So, you’re planning an event. Maybe it's a product launch, a charity fundraiser, or the wedding of the century—whatever it is, it's your baby. You've put in the work, bled over the details, and now you're staring at the abyss of event promotion like it’s a wild beast you need to tame. The old-school flyer-on-a-lamppost method isn’t going to cut it. We’re living in the age of social media, where your neighbor’s cat has its own Instagram account with more followers than you. If you want to get people through the door, you’ve got to make some serious noise on social media. But not just any noise—the kind that resonates and gets people hyped. So buckle up, because we’re diving into how to use social media to drive your best attendance numbers ever.
First thing’s first—forget the one-size-fits-all approach. You wouldn’t wear flip-flops to a black-tie event, so why would you treat Twitter like LinkedIn or Facebook like TikTok? Each platform is its own animal, with its own rules, audience, and expectations. If you’re trying to push a corporate seminar, you’ll get more mileage on LinkedIn than TikTok. On the flip side, if you’re throwing a rave, maybe leave LinkedIn out of it.
Facebook: The granddaddy of social media. It’s got the broadest reach, which means it’s ideal for creating event pages, sending invites, and sharing detailed information. Plus, Facebook’s event promotion tools are solid, allowing you to target specific demographics with paid ads.
Instagram: Visual. Bold. In-your-face. Instagram is where you drop those eye-popping graphics and behind-the-scenes teasers. The Stories feature is a goldmine for daily updates and building anticipation. Use Reels for quick, snappy content that people can’t help but share.
Twitter: This is your megaphone. Short, sharp, and to the point. Twitter is where you create buzz and keep the conversation going. Live-tweeting during the event? Absolutely. Plus, Twitter’s real-time nature makes it perfect for last-minute announcements or changes.
LinkedIn: If your event is in any way related to business, professional development, or networking, LinkedIn is your bread and butter. This is where you share thought leadership pieces, speaker profiles, and the kinds of posts that make people in suits nod thoughtfully.
TikTok: The wild card. If you’re targeting Gen Z or want to inject some energy and fun into your promotion, TikTok is where it’s at. Viral challenges, dance trends, or just goofy content can skyrocket your event into the stratosphere if you play your cards right.
Pinterest: A dark horse, but don’t sleep on it. If your event has a strong visual or DIY component, like a craft fair, wedding, or cooking class, Pinterest can drive serious traffic. Create boards that inspire and link back to your event page.
Once you’ve picked your platforms, it’s time to craft a content strategy that’ll make people sit up and pay attention. This isn’t just about posting random updates whenever you feel like it. This is a war plan, and every post is a bullet in your digital arsenal.
Create a Content Calendar: Consistency is key. If you post once and ghost, don’t expect people to remember your event exists. Map out your content in advance. Include everything from countdown posts to speaker spotlights, and remember to schedule posts at times when your audience is most active.
Diversify Your Content: Don’t bore people with the same old stuff. Mix it up. Use a combination of images, videos, GIFs, and live content to keep your audience engaged. Behind-the-scenes footage, sneak peeks, interviews with speakers, or even a day in the life of the event planner can keep things fresh.
Leverage User-Generated Content: People trust people more than they trust brands. Encourage attendees to share their excitement, photos, or experiences leading up to the event. Reposting user-generated content not only builds credibility but also creates a sense of community.
Tease, Don’t Overshare: Give people enough to get excited but not so much that they feel like they’ve already attended the event. Create a sense of mystery and anticipation. Use phrases like “You won’t believe what we’ve got in store” or “Stay tuned for a big announcement.”
Hashtags are the bread and butter of social media promotion. A good hashtag is like a rallying cry that brings your audience together. But don’t just slap #Event2024 on your posts and call it a day. You need something memorable, catchy, and unique enough that it doesn’t get lost in the noise.
Create a Branded Hashtag: This is the hashtag that’s going to be on all your posts. It should be short, easy to spell, and relevant to your event. Think #Coachella or #SXSW. If your event has a specific theme, try to work that into the hashtag.
Encourage Attendees to Use It: Your hashtag is useless if no one else is using it. Encourage attendees to tag their posts with your hashtag. Offer incentives, like a contest for the best photo using the hashtag or a shout-out from your official account.
Jump on Trending Hashtags: Don’t be afraid to ride the wave of popular hashtags, as long as they’re relevant. If there’s a trending topic that aligns with your event, use the hashtag to get in front of a larger audience.
Organic reach is great, but let’s face it—social media algorithms can be ruthless. If you really want to guarantee eyeballs on your event, you’re going to have to throw some money at the problem. But don’t worry, it’s not about blindly boosting posts. You need to be strategic.
Facebook Ads: With Facebook’s targeting capabilities, you can zero in on exactly who you want to reach. You can target based on location, interests, behavior, and more. A well-crafted Facebook ad campaign can give your event the push it needs to go from “meh” to “must-attend.”
Instagram Sponsored Posts: These are essentially Facebook ads but on Instagram. They’re highly visual and can be integrated seamlessly into users’ feeds. Make sure your sponsored posts are visually striking and lead to a landing page where people can easily sign up or buy tickets.
Twitter Ads: Promoted tweets can help you cut through the noise on Twitter. Use them to promote your hashtag, share important updates, or drive ticket sales. Twitter’s targeting options allow you to reach people based on keywords, interests, and even TV show preferences.
LinkedIn Ads: If your event is professional, LinkedIn Ads can be a game-changer. Sponsored InMail, which sends messages directly to users’ LinkedIn inboxes, is particularly effective for event promotion. It’s like sending a personal invite straight to your target audience.
Google Ads: While not a social media platform, Google Ads can be used to complement your social media efforts. Target people searching for events in your area or related to your industry. It’s an extra net to catch those who might be interested but haven’t seen your posts.
Social media is a two-way street. If all you do is post and then sit back, you’re doing it wrong. Engagement is the name of the game. You need to interact with your audience, respond to comments, and keep the conversation going.
Respond to Comments and Messages: Don’t leave people hanging. Whether someone has a question, a complaint, or a compliment, make sure you’re responding. This shows that you care and are actively involved in the event planning process.
Start Conversations: Don’t just wait for people to comment—be proactive. Ask questions, run polls, and invite feedback. This not only boosts engagement but also gives you valuable insights into what your audience wants.
Use Stories and Live Features: Stories on Instagram and Facebook are perfect for real-time engagement. Use them to show behind-the-scenes content, run Q&A sessions, or even do live polls. Facebook Live or Instagram Live are great for real-time interaction, especially if you want to make big announcements or host live interviews.
Create a Community: Facebook Groups or LinkedIn Groups can be powerful tools for building a community around your event. This gives attendees a space to connect, share ideas, and get excited together. Plus, it keeps the conversation going long after the event is over.
Love ‘em or hate ‘em, influencers have, well, influence. They’re the tastemakers of the digital age, and getting the right one on board can do wonders for your event promotion. But don’t just throw money at any influencer with a decent following. You need to find someone who aligns with your event’s vibe and audience.
Micro-Influencers vs. Macro-Influencers: Bigger isn’t always better. Micro-influencers (with 10k to 100k followers) tend to have more engaged audiences and can be more affordable. They’re often seen as more authentic, which can translate into higher engagement for your event. Macro-influencers (with 100k+ followers) can give you massive reach, but they’ll cost you, and engagement rates might be lower.
Align with Your Brand: The influencer you choose should align with your event’s brand and message. If you’re promoting a tech conference, a beauty influencer probably isn’t the right fit. Do your homework—look at their audience demographics, previous brand partnerships, and engagement rates.
Create Authentic Partnerships: The key to influencer marketing is authenticity. Let the influencer create content that feels natural to them, rather than forcing them into a script. Their audience follows them for their unique voice, so let them use it.
Leverage Their Platforms: Get the influencer to promote your event across all their platforms—Instagram, YouTube, Twitter, you name it. Cross-promotion ensures maximum visibility and helps you tap into different audience segments.
Promoting an event on social media isn’t a set-it-and-forget-it deal. You need to constantly monitor your progress, measure your success, and adapt your strategy as needed. This is where analytics come in.
Track Engagement: Keep an eye on likes, shares, comments, and retweets. These metrics will tell you what’s working and what’s not. If a particular post gets a lot of engagement, consider boosting it or creating similar content.
Monitor Hashtag Performance: Use tools like Hashtagify or Sprout Social to track how your event hashtag is performing. This will give you insights into how many people are using it, how far it’s reaching, and what kind of content is resonating with your audience.
Analyze Paid Campaigns: If you’re running ads, make sure you’re tracking their performance closely. Look at metrics like click-through rates (CTR), cost per click (CPC), and conversion rates. If something isn’t working, don’t be afraid to tweak your targeting, messaging, or visuals.
Be Ready to Pivot: Social media moves fast. If something isn’t working, don’t be afraid to change course. Maybe you need to switch up your content, try a different platform, or push a different angle. Flexibility is key to a successful social media strategy.
So, the event is over, and you’re riding high on the success. But don’t think your work is done. The post-event phase is crucial for keeping the momentum going and laying the groundwork for future events.
Share Highlights: Post photos, videos, and recaps from the event. Tag attendees, speakers, and sponsors to increase visibility. This not only keeps the conversation going but also gives those who didn’t attend a serious case of FOMO (Fear of Missing Out).
Thank Your Audience: Show some gratitude. Thank your attendees, speakers, and sponsors on social media. This simple gesture can go a long way in building loyalty and encouraging people to attend your next event.
Collect Feedback: Use social media polls, surveys, or direct messages to gather feedback on the event. What did people love? What could have been better? Use this information to improve future events.
Keep the Community Alive: If you’ve built a Facebook or LinkedIn group, keep it active. Share valuable content, announce future events, and keep the conversation going. This helps maintain a loyal community that’s primed and ready for your next event.
Event promotion on social media isn’t just about getting people to show up—it’s about creating an experience before the event even begins. It’s about generating buzz, building a community, and making people feel like they’re part of something bigger. By knowing your platforms, crafting killer content, leveraging influencers, and staying on top of analytics, you can turn your event from just another date on the calendar into the can’t-miss happening of the year.
So go on, unleash the social media kraken, and watch your event roar to life in the digital arena. And remember, in the world of social media, fortune favors the bold. Don’t just make noise— when AMP Event Group can help you make noise that matters.