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Checklist: How and When To Effectively Promote Your Event on Social Media

Planning and executing a successful event promotion on social media requires careful strategy and execution. To ensure your event reaches its full potential, here’s an in-depth guide incorporating previous discussions and additional strategies to help you maximize your social media efforts.

  1. Analyze Your Target Group: Before diving into promotional tactics, it’s crucial to understand your target audience. Conduct thorough research to identify your potential attendees’ demographics, interests, and preferences. This insight will shape your messaging and choice of social platforms.
  2. Define the Benefits of Attending: Communicate the value and benefits of attending your event. Highlight what attendees will learn, who they’ll connect with, and how it can impact their personal or professional growth. Use compelling visuals and messaging to convey these advantages.
  3. Build Sponsorship Materials: Simultaneous to attendee content, you may want to also include promotional opportunities, including welcome (SWAG) bags, signage, tiered sponsorship, and other partner opportunities that boost revenue and build additional value for your attendees.
  4. Choose Your Social Networks: Depending on your industry and target audience, some social platforms may be more effective than others.
NetworkAdvantagesTips
FacebookShare event updates, engage followers, and create event pages. Target messaging to specific groups using paid promotion.Create an event page with all details, tag speakers or special guests, and encourage RSVPs.
InstagramBrands get the most engagement on this image-laden social platform.Use visually appealing posts, stories, and create an event countdown using Instagram Stories.
LinkedInGreat for B2B and industry networking, suitable for company news and event announcements.Share event updates in professional posts and engage with industry-related content.
SnapchatAppeal to young audiences by building a presence on Snapchat.
TikTokShort-form video platform ideal for creating engaging event teasers.Create short, attention-grabbing videos showcasing event highlights.
TwitterUse posts and an event hashtag to build excitement before and during your event.Create event-specific hashtags and schedule tweets for consistent promotion.
YouTubeThis video hosting site is the number two most searched site and the second largest social network.Post-event trailers, interviews with speakers, testimonials, or behind-the-scenes footage.
  1. Analytics and Campaigns: As you distribute links across channels, build analytics UTM campaign URLs for each medium, channel, and promotion so that you can accurately track your sales. Ensure that conversion tracking is set up so that you can also determine each campaign’s revenue.
  2. Invite Influencers: Leverage the power of influencers to amplify your event promotion. Identify social media celebrities or influencers within your industry who resonate with your event’s theme. Collaborate with them to create buzz and reach a broader audience.
  3. Give Freebies and Discounts: Running contests or giveaways on your social media platforms can generate excitement and engagement. Offer event tickets, exclusive merchandise, or discounts as prizes. Encourage participants to share your event details with their followers.
  4. Create a Unique Hashtag: A distinctive event hashtag is essential for tracking conversations and generating user-generated content. Ensure the hashtag is short, memorable, and relevant to your event. Promote it consistently across all your social channels and invite attendees to utilize it as well. You may even want to promote a social media wall with curated user-generated content (UGC).
  5. Create a Dedicated Event Page: On platforms like Facebook, create a dedicated event page that includes all the necessary details, such as date, time, location, and agenda. Encourage attendees to RSVP and share the event with their networks.

In-Person Events

Be sure to provide clear instructions for travel, hotel, restaurants, directions, and other information important for in-person events. Hotels will often provide discounts for large groups of attendees. And you can coordinate with your local visitor’s bureau to distribute additional information and have them promote your regional event.

  1. Capture Prospects: Be sure to incorporate lead generation (leadgen) to capture email addresses and mobile numbers so that you can keep interested parties engaged and nurtured, driving them to registration with discount offers and additional benefits.
  2. Paid Social Media Promotion: Consider allocating a budget for paid social media promotion. Platforms like Facebook, Instagram, and Twitter offer powerful advertising tools to target specific audiences. Customize your ad campaigns to reach those most likely interested in your event based on demographics, interests, and behaviors.
  3. Create a Visual Countdown: Building anticipation is key to a successful event promotion. Create eye-catching visuals or graphics that showcase a countdown to your event. Share these on your social media channels to remind your audience about the upcoming date.
  4. Early Registration Discounts: Incentivize early registration by offering discounts to those who sign up in advance. Promote these discounts on social media to encourage potential attendees to secure their spots.
  5. Share Testimonials: Boost credibility by sharing testimonials from previous event attendees or influential figures in your industry. Testimonials provide social proof and demonstrate the positive impact of your event.
  6. Teasers, Podcasts, and Interviews: Build anticipation for your event by releasing teasers, podcasts, and interviews featuring event speakers, sponsors, or key figures in your industry. Share these on your social media platforms to give potential attendees a taste of what to expect.
  7. Live Social Media Coverage: During the event, you’ll likely be occupied with various responsibilities. Ensure you have a dedicated team responsible for live-tweeting, posting updates, and uploading event photos and videos in real-time. Showcase the fun and excitement to engage both attendees and those following online.

Recommended Event Promotion Timeline

The timeline for event promotion on social media is a delicate balance between creating buzz and avoiding premature saturation. While it’s crucial to establish your event presence as early as possible, excessive promotion too far in advance can lead to losing momentum and resources.

The key is strategizing effectively and gradually ramping up your promotional efforts as the event date approaches. Here’s a sample timeline that ensures your event gains the attention it deserves without exhausting your resources prematurely:

  • Start promoting your event at least 2-3 months in advance.
  • Launch teaser campaigns and countdowns 4-6 weeks before the event.
  • Collaborate with influencers and start giveaways 4-6 weeks ahead.
  • For in-person events, you’ll want a 3-4 week ramp-up so attendees can make travel arrangements.
  • Intensify promotion in the final 2 weeks leading up to the event.
  • For virtual events, your last 24 hours should be a huge promotion period.

You’re Not Done When The Event Is Over!

Maintain post-event engagement for at least a few weeks to keep the excitement alive.

  • Post-Event Wrap-up: After the event concludes, your social media efforts shouldn’t stop. Create wrap-up videos that highlight the event’s key moments and successes. Share testimonials from satisfied attendees to build trust and credibility. Continue to share user-generated content, such as photos, videos, and updates from the event.
  • Promote Future Events: Use the content generated during and after the event to promote future events. Keep your audience engaged by sharing memories, behind-the-scenes footage, and sneak peeks of what’s to come. Encourage attendees to stay connected and be the first to know about upcoming events.

Effective social media event promotion requires careful planning, an understanding of your audience, and a strategic approach to engagement before, during, and after the event. By incorporating these strategies, customizing social media channels, and following recommended timelines, you can maximize the reach and impact of your event on social media.

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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