Whether you’re hosting a conference, seminar, gig, carnival or opening night, the key ingredient to any gathering of people is, of course the people!
Social media in general has been optimised in more recent updates for the organisation, listing and promotion of events of all kinds. Facebook having the capability to create and promote, and Instagram users can make ample use of the stories, and other features to draw attention to events.
A number of “event distribution sites” are also evolving alongside this trend such as ‘Eventbrite’ and ‘Eventful’ to help bring your promotion home and sell tickets for events of many kinds.
Coming a long way from their humble ‘Birthday Calendar’, Facebook now offers users and business pages alike the ability to create events and market them out to the masses. Events are as customisable as you’d expect them to be, and can be advertised using Facebook’s efficient targeting system. But the game really changed when they introduced the often underestimated “Interested” button.
This feature, used on virtually all public events allows users to keep up-to-date with the goings on during the lead up to the event but also subtly shares the fact that you’ve pressed interested to your fellow users and followers, allowing widespread interest in the event to spread like wildfire. Facebook events is a great base to promote your events from, but works best when used in conjunction with other tools and platforms.
Instagram is a famous cross-linking platform. While it may not have the in-built capabilities to create and tinker with event details, it can be invaluable in the promotion of events. Promoters can post images, in much the same way they would regular posts or business promotion, using posters or other content with the event branding and details.
Creating an event-specific hashtag can be a very effective tactic when paired with goods posts and high quality images to draw the attention of their target audience and wider Instagram community. Instagram now allows you to place the link for the event in the post description, not only making it easier for the audience to become aware and interested, but also increase conversions as it’s easier to reserve a ticket.
Depending on what your event is and what your target audience is, the platforms to base and promote your event on will differ. Events of a more professional nature are best promoted through LinkedIn, especially if you have a large network, but should still be promoted through Facebook and Twitter or Instagram.
For events that are less focused on the corporate goings-on stick with Facebook and Instagram with strong branding and cross-linking between the two. Having your event based on ‘Eventbrite’ is a clever way to start. Eventbrite is used to organise events and sell the tickets for a range of events both free and paid.
It’s important to provide links on all your promotion content and activity to your event on Eventbrite or similar event directory sites. This will increase the conversion of people who simply are aware of the event into confirmed attendees.
One trend in event promotion that is seen across the board is the ease of which the audience can buy tickets. Social media sites are changing to create a greater ease of use, alongside event distribution sites, that will help the labors of your promotional campaign come to fruit. Putting less steps between the promotional material and the ticket purchase page is one of the keys to having more people attending and should be considered when selecting the right platforms for your event.