Choosing the Right Social Media for Your Event

Social media is arguably the most powerful tool for engaging with your audience to boost attendance at your event. However, not all platforms are created equally, and your plan for promoting your event on social media should differ. 

An effective social media promotion will include connecting with your followers before, during and after an event. It should be interactive, fun and informative, but planning and executing content is only half the battle. You’ll need to next choose what platform to post on! 

Facebook

With more than 2.8 billion daily active users worldwide, Facebook is the tried and true platform for promoting content. Be sure your organization has an updated company page with contact information and event details. You can create a specific event page to serve as an additional space to post a link to tickets, announce pre-sale codes or connect with fans. Facebook also allows you to narrow your audience based on numerous demographics to ensure the highest return on investment.  

Do remember to connect the corresponding business Instagram account and don’t ignore comments or messages for too long. 

Instagram 

A must-have in your social media toolkit for posting fun behind-the-scenes, featuring attractions, showcasing vendors and gathering user-generated content from attendees. Since Instagram is entirely visual, you will want to have graphics ready for any important event information or announcements. You’ll also want to be sure your content is being shared to its full potential with Instagram’s features, stories and reels. With stories, photos and videos shared are set to disappear from your profile, feed and messages after 24 hours or can be added directly to your page with highlights. Through reels you can easily create and edit short videos to dramatically drive engagement and expand the outreach of your event. 

Do use a timely hashtag to encourage others to post their experiences and don’t forget to tag your location in posts!  

TikTok

The #foryoupage (#FYP) algorithm is one that hasn’t been cracked yet, but with the right post you can get your content in front of hundreds of thousands (or even millions) of eyes. TikTok has the possibility to give you the biggest possible organic reach, much more so than traditional social media channels like Twitter and Facebook. 

Do join in on viral trends or dances and don’t take yourself too seriously!

Twitter 

Although not always used for event promotion, Twitter still utilizes a powerful tool: the hashtag. Tweet your event details, where folks can purchase tickets and a countdown to the event! Engage with fans by posting interactive polls, hosting a related Twitter space and using an event-specific hashtag to encourage others to post their experiences. And don’t forget about live tweeting! Throughout the event share highlights, what performances may be happening, or keep attendees up-to-date with any last-minute announcements. 

Do monitor what people are saying about your event and don’t #overuse #hashtags. 

Snapchat

Often overlooked, the interactive features on Snapchat are an excellent way to engage with attendees and even garner some user-generated content. Design a simple frame or sticker that represents your event and submit it (for free) to Snapchat’s Community Filters. Once approved, your unique or branded filter can be used by anyone in the immediate vicinity. Feeling extra creative? Explore the creators’ platform Lens Studio 2.0 to design your own augmented reality (AR) camera effects where the possibilities are virtually endless. 

Do host a short form to answer any questions people may have about attending your event and don’t be too salesy, Snapchat is very informal in the field of social media.   

Whichever platform you choose, consistency is key when it comes to social media promotion. Create an editorial calendar and schedule posts to go live in the days and weeks leading up to your event.