Promoting your event on social media can be a game-changer and, nowadays, an absolute must-do. Without promotion, not even your grandma will attend. But with the right strategies in place, you can create a buzz, attract a larger audience, and make your event a smashing success.
In this blog, we’ll dive into the best practices and latest trends for promoting your event on social media in 2023. From creating an event landing page to leveraging influencer marketing, we’ve got you covered. So, let’s get started!
How to Promote an Event in 2023? Best Practices
Event promotion in 2023 is not about setting up an event and crossing your fingers, hoping for attendees to turn up. It’s like playing a game of chess. In order to make some noise, you need to make some strategic, well-thought-out moves.
The most crucial thing about event promotion is probably this little secret right here:
You need to promote your event before it happens, while it’s happening, and after it’s happened.
Preparation is key. Before you even consider promotion strategies, start by thinking about your goals for your event. After all, there’s no way to know how good or bad something is if it can’t be measured.
These are a couple of useful questions to ask yourself:
- What do you want to get out of your event?
- What does a successful event look like to you?
Define Your Goals
Marketers love S.M.A.R.T. goals because they are quick to set and even quicker to analyze. S.M.A.R.T. goals are a fantastic way to measure the success of a campaign and rapidly assess what went well and what can be improved. You can use this step-by-step guide if you’ve never worked with S.M.A.R.T. goals.
Understand Who Your Audience is
This point may seem pretty obvious, but it’s actually one of the pillars of successful event planning. It’s not about what you like; it’s about what your attendees want.
Gather as much information about your target audience as you can. Don’t assume you know what they want. You can use a Buyer Persona template to help you define two to three types of attendees. This will give you the insights you need to know: where to market your event, how to market your event, what tone of voice you should use, and how to make your event unforgettable.
Now, let’s explore the best practices to make your event stand out.
How to Promote an Upcoming Event on Social Media?
Create an Event Landing Page
Your event deserves a digital home, a place where all attendees can come together to say “I do!”.
Key considerations: Make sure to include all the relevant information about your event, like time and date, location, and the option to RSVP.
Pro tip: Make the landing page shareable on social media.
Create a LinkedIn or Meta event
Now that you have your own digital home, you can create an event page on social media. If your company sells services (B2B) or your target audience is decision-makers, then you need to promote your event on LinkedIn Events. On the contrary, if you’re more focused on consumer-based products, make sure you set up an event page on Meta (Ex Facebook).
Pro tip: If you have both a LinkedIn page and a Facebook page, do both!
Create a Countdown
Nothing prompts people to act like a good old clock ticking down. Use this technique to create FOMO on your landing page and Instagram Stories.
Pro tip: Countdowns need to be truthful. For example: if you’re using a countdown to close your tickets sale, don’t give a future chance to buy more because people will feel betrayed and will damage your reputation.
Post Teasers and Sneak Peeks of the Event
Sneak peeks are like movie trailers. When done right, they can leave you on the edge of your seat, begging for more. Use event teasers and sneak peeks to build momentum and generate FOMO.
Pro tip: start with very cryptic teasers and work your way up to short sneak peeks that include your event date.
Create an Event Hashtag
This is one of the most cost-effective, easy ways to promote an event that, when done right, can create some serious ripple effects on social media. Come up with a simple hashtag and encourage people to share content using the hashtag.
Pro tip: Use a catchy hashtag. Keep it simple, or it might make people make typing mistakes or forget the hashtag altogether.
Host a Giveaway or Contest
Who doesn’t love a good giveaway or contest? Hosting one related to your event can stir up excitement and supercharge engagement. Plus, it can serve as a sweet incentive for people to share your event within their networks.
Use Retargeting ads on Google and Meta
Use retargeting ads on Google and Meta to reach people who have visited your event landing page but haven’t registered yet.
Leverage Influencer Marketing
Collaborate with influencers in your niche to promote your event. Ask them to share your event on their social media channels, create content, or attend the event.
Pro tip: Focus on micro-influencers that have an active audience and that have built rapport with them.
Team Up with your Sponsors or Speakers
Ask your event sponsors or speakers to cross-promote your event. Share each other’s content to reach a wider audience.
Pro tip: prepare your sponsors or speakers a media kit for your event that they can use on their socials. This way, you’ll ensure cohesiveness in communication.
Generate an Email Marketing Campaign
If you have a pre-existing database, then this step is gold. Use emails to announce your event, and send regular updates, reminders, and exclusive content to your subscribers.
5 Ways to Promote Your Event While it’s Live
Promoting an event may seem like it ends on the day your event kicks off, and that’s technically correct if you want to do an okay job. But if you want to nail it, you need to think about live promotion, too.
These are some of the most effective live event promotion tactics:
Announce the Start of the Event
Post on all your socials that the event is about to begin.
Post Content During the Event
This will vary depending on the social platforms you use. But consider leveraging live tweeting, Instagram stories, and quick youtube shorts.
Invite the Audience to Share Content on their Social Platforms
Encourage your attendees to take pictures and videos of themselves enjoying the event and share them on social media. Ask them to tag your account too!
Pro tip: Make people use your event hashtag!
Live Stream your Event
This is a great way to showcase your event and promote it live. You can do so on Twitch, YouTube Live, or Instagram Live.
Engage with Your Attendees Live
Don’t forget about interacting with your attendees! Both on-site and online. Some ideas include interviewing attendees on Instagram stories, having them appear on your Twitch stream, and chatting with your online audience.
How to Promote Your Event on Social Media After it Happens
Your event might be over, but that doesn’t mean that promotion is. Make the best of your after-party with these strategies:
Leverage User-Generated Content (UGC)
User-generated content is a powerful promotional ally. Share photos, videos, and comments from attendees on your social media platforms. This not only validates their experience but also gives others a taste of what they missed out on.
Share the Highlights
Once the event winds down, spread the highlights of your event across your social media platforms. Archive them on Instagram Stories, post short videos on all platforms, and morph your event into a blog post. This is a fantastic way to provide summaries for those who couldn’t make it and to relive the best moments.
Find out what your attendees thought about your event and use the insights to improve future events.
Use Social Media to Continue the Conversation
Keep the conversation going on social media after the event. Share relevant content, engage with attendees, and build a community.
Don’t Forget to Thank Everybody for Coming!
Send your attendees a thank you email and create a post on social media with a wrap-up picture and the best highlights of the event.
Still itching for more? Check out some of the most frequently asked questions about effective event promotion on social media!
What is the Most Effective Way to Promote an Event?
There is no one-size fits all solution, which is why understanding who your audience is and having clear goals is the first step you need to take. Once you have that figured out, you can use all or some of the strategies mentioned in this article to make the best of your event’s promotion.
How do you Build Excitement for an Event on Social Media?
Understand which strategies may work best for your event and your audience and leverage them to generate major buzz around your event!
When Should You Start Promoting an Event on Social Media?
Start promoting your event on social media at least 6-8 weeks before the event date. This gives you enough time to create a buzz, engage with your audience, and build momentum.
Ready to Promote Your Event?
Promoting your event on social media is a powerful way to reach a wider audience, create a buzz, and make your event a success. By following the best practices mentioned in this blog, you can effectively promote your event on social media and achieve your event goals. So, get started, be creative, and make your event a smashing success!