A marketer’s guide to social media event promotion

Thu Feb 13 2020
Jenn Kim
Best Practices

One of the best ways to connect with your target audience is to host in-person events. These provide an opportunity to have more one-on-one interactions with your customers and influencers, as well as a chance for them to meet and connect with each other. Not only will consumers meet the people behind your brand, but they’ll also build an emotional connection with the experience you provide.

Of course, hosting an event takes a lot of behind-the-scenes work, like finding a space, recruiting speakers, and arranging caterers. But arguably one of the most important steps in preparing is social media event promotion. Social media is the best touchpoint that brands have with their audience, meaning it is also the best place to promote an event.

The good news is, there are countless ways to engage your community and many ways to promote an event on social media. Depending on your brand’s goals, you can throw events like:

  • Masterclasses
  • Launch parties
  • Pop-up shops
  • Informational panels
  • Happy hours
  • Industry-wide conferences
  • Concerts
  • Workshops

The possibilities are endless. Once you decide what kind of event you’re throwing, it’s time to strategize. In this blog, we will be sharing 5 best practices for marketing an event on social media. Let’s get started.

1. Leverage Instagram Story features

There are many ways to promote an event on Instagram, but utilizing Story features is the easiest and most effective method. So, take advantage of the wide array of stickers available on Instagram Stories to promote the event. For instance, you can use the countdown sticker to get people excited about the event or remind people of ticket sale dates or store openings. Encourage viewers to subscribe to receive a notification when the clock runs out or to add the sticker to their own Stories.

If you’re not seeing engagement from the countdown sticker, post a poll sticker to allow your audience to voice their opinions with one simple click. This strategy is an easy way for your audience to communicate with your brand, as it requires virtually no effort. Or, post a questions sticker to enable your audience to ask you questions about the event. That way, you can clarify confusions around the event prior to the affair. These interactive stickers will give your brand the chance to connect with your community members one-on-one and understand what they want to see from your brand.

2. Host a giveaway

Some of the best social media campaigns for events involve giveaways. Giveaways work wonders for increasing awareness of an event, as well as garnering more followers, likes, and shares on the platform. Offer up free tickets or merchandise related to the event to give people an incentive to participate. Make sure to have a clear call-to-action to enter the giveaway, such as:

  • Liking the post
  • Following your branded account
  • Tagging a friend in the comments
  • Sharing the giveaway post to their own Story

Take note from health brand Shockingly Healthy, which gave away free tickets to a trade show they were participating in.

3. Create an event on Facebook

As a business, creating an event on Facebook is a very effective way to garner more interest. In fact, 490 million people use Facebook Events every month and that number is growing 40% year-over-year!

Facebook Events pages provide a great space for discussions, announcements, and questions. This is helpful when posting exclusive discount codes or to share additional details prior to the event. In addition, Facebook has an Eventbrite integration which allows you to link your Eventbrite listing directly on the page, where attendees can buy tickets without leaving Facebook.

On the event page, make sure to give people all the details surrounding the experience. Tag any invited speakers or guests, provide the itinerary, and post images from previous events if possible.

4. Collaborate with a community member

If you have a special guest or speaker with a large following, such as a celebrity or an influencer, have them post about the event on their personal social media channels. This will bring widespread awareness to the event. And since they know their audience best, they will be able to generate more excitement about the event in an authentic way.

Better yet, give your brand partner the reigns and have them take over your brand’s social media accounts. That way, they can give a behind-the-scenes look at the event and fans can feel like they’re there even when they’re not.

Check out how footwear brand Teva worked with lifestyle influencer @twomacks in an Instagram takeover to promote its tent (and its practical shoes) at Hangout Fest.

5. Create a catchy hashtag on Twitter

If you’re wondering how to tweet about an upcoming event to build excitement, the answer lies with hashtags. This may be the oldest trick in the book, but hashtags still work extremely well when it comes to building a buzz online. By simply clicking or searching a hashtag, users can find content they are looking for — not only on Twitter, but also across all other social platforms. Particularly on Twitter, though, a catchy hashtag can even get your event on the “Trending” section of the platform.

So, how do you create a popular hashtag? Ticketbooth gives these four tips:

  • Brevity: Make it short and sweet. According to some studies, the optimal length of a hashtag is 6 characters.
  • Relevance: Ensure that the hashtag is related to your event. This can be done by abbreviating the event name, or creating a fun slogan that suits what you’re throwing.
  • Unique: Try to customize the hashtag so that it is specific to your event. If it’s a generic hashtag, posts relevant to your event may get buried.
  • Fun: Create a hashtag that people want to tweet about, whether that’s through humor or applicability.

Take a look at how Taco Bell used the simple, yet relevant hashtag #TacoBellFriendsgiving to build a buzz around the event promoting its newest party pack. The hashtag garnered a lot of engagement from those who were not in attendance, wondering how they could get an invite the following year.

Boost your event on social media

Now that you’re equipped with the best social media event marketing tips, it’s time to start planning your next get-together. Use these 5 best practices to engage with your community and successfully promote your next event.


Need more tips for promoting your event on social media? Contact us here to strategize today.