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The idea of using social media channels for event promotion isn't new. While scrolling their social media feeds, people often pay attention to products or services they see. This makes it easy for event organizers to target the right audience that has an interest in featured events.
The fact is, most event organizers can't afford to use all social media platforms for event promotion. So, if you focus on one platform to promote events, we recommend laying a bet on Instagram.
Not only does this visual platform have high levels of user engagement and involvement, but it also offers many options to promote an event on social media without much time, experience, or knowledge.
With over 2 billion monthly active users and growing, Instagram is a prime platform to attract attendees. its highly active audience makes it an ideal place to promote your events. Whether your target is marketers, moms, or pet lovers, they're all on this platform.
Instagram has evolved from peer communication to a place where users actively engage with their favorite brands. About 90% of Instagram users follow at least one business account, showing a clear interest in brand interactions.
The platform offers in-app features specifically designed for event promotion. It also hosts a diverse community interested in online events. With features like reminder Story stickers, event ads, and clickable links, it's great for building a buzz for around the big day.
Now, let's explore the best practices of event promotion on the gram.
First things first, let's ensure your account shines!
The first step begins with a compelling bio. This is your chance to describe your event with gusto, providing a link to your dedicated website or ticketing platform. A high-quality profile picture, perhaps a striking image from a previous event or a distinctive logo, will make a strong first impression.
Organize your highlights to provide valuable information at a glance. Event schedules, behind-the-scenes glimpses, and FAQs can be showcased with custom highlight covers that reflect your branding. A consistent aesthetic throughout your feed, achieved through a cohesive color scheme or filter, enhances the visual appeal and helps your profile stand out.
Make sure your username and handle are easily searchable, incorporating relevant keywords into your bio to boost discoverability. Keeping your contact information up-to-date ensures potential attendees can reach you with ease.
A well-planned content calendar is essential for promoting your event on Instagram. It keeps you organized, ensures consistent posting, and keeps your audience engaged leading up to the event.
The best way to ensure a successful event is to let people know about. Yes, this may seem obvious, but it's how you do it that matters. What type of content will you use? What will you include in the sneak peek? Etc.
Remember, your goal is to grab your audience's attention and make them want to attendt. That means you need to master the art of crafting engaging Instagram content, and involve viewers in meaningful conversations.
Instagram is all about visuals, so your content should have a strong focus on eye-grabbing visuals, whether you publish posts, create informative Reels, or go live on the platform. Then, provide all relevant information in advance so potential attendees could plan their visit.
To promote the Mailcon Las Vegas 2023 event, the company created a series of Instagram posts where they added short descriptions of the event. The company put the main information on the visual (time, place, organizers) and used the caption to tell about the key features of the event.
If you want to ensure potential attendees never miss your event, Instagrams new feature enables you to include an event reminder. This enables interested viewers to get push notifications.
Here are several ways to tell more about your upcoming event on Instagram in a smart way:
Mostly, people want to attend your event because they're interested in the speakers. If your event guests are popular among your target audience, they likely don’t need an introduction. However, to encourage more people to attend, organizing live sessions with your guests is a smart idea.
Live streaming hlets you engage your audience in real-time. When you go live with event guests, you engage followers in conversations and give them another compelling reason to sign up for your event. This approach results in more exposure for your upcoming event.
Instagram live streaming can also raise attendance via broadcasting your event at it happens. This allows people to feel the vibe of your event. Remember, make sure to inform your followers about your live session in advance. The best way to do this is to create a reminder post, like in the example below:
Discounts and deals have a psychological effect on consumer behavior. When people get a chance to save money, they're more likely to make impulse purchases. Customer numbers often grow during time-limited offers.
Consequently, sharing discounts on Instagram can be highly effective. It eases the worried minds of prospective attendees and can give the doubters a vital nudge to attend your event.
Check out the example below. To encourage followers and visitors to buy event tickets, the company used its Instagram bio section to share a promo code to use during checkout.
It's no secret that people resell tickets online in the event industry, so you can expect your followers to maximize profits by selling their tickets. However, the main idea is to find an audience truly interested in your event. This increases the effectiveness of discounts as you may attract resellers. These will then put effort into finding event attendees.
We're living in the era of paid ads and sponsored content. But the game has changed. Today, people want more authenticity and pay attention to peer recommendations before purchasing. So don't underestimate the importance of social proof.
Strategically placed event attendees' reviews can do wonders for your event turnout. Whether you publish photos of your attendees, share reviews, or even upload video testimonials. One of the most effective tactics to gather feedback from attendees is to ask them directly during the event. Check out how one company did it:
The above-mentioned tactic works best as people experience these emotions at the moment and their feedback is more genuine. Plus, they don't need to spend their time filling out post-event satisfaction survey emails, and you can get permission to post their reviews.
It's no secret that Instagrammers are fond of giveaways and contests that give them an opportunity to win something valuable for taking simple steps. Various researches prove that accounts grow faster when hosting Instagram giveaways and it can be a perfect tactic for promoting events, too.
The secret is simple - just put event tickets as prizes and give them away for your winners. First, this giveaway is more likely to attract the right audience. Next you get a source of leads for free since you can reach out to all participants who have interest in your event. Finally, giveaways are popular among users so they're happy to promote your contest to their friends and family for free.
Let's take a look at the example below. The book author wanted to reward her loyal following for being with her so she organized an Instagram giveaway to give away 2 tickets to the event.
With the right social media team, not only can you organize an Instagram giveaway that drives user engagement, but you can also offer personal discounts for all participants directly that can result in more event ticket sales.
Instagram may have a huge user base, but not all your potential attendees follow your business profile. Time to think outside of the box. Seek out new creative ways to reach your target audience on the platform.
One of the most effective ways is to lay a bet on influencer marketing and leverage influencers in your event promotion campaigns. Whether niche influencers are speakers or guests, you can team up with them and ask for influencer endorsements to market your event in front of the potential audience.
What's more, it's proven that people trust influencer recommendations as much as their real-world friends, so when people see their favorite opinion leader talking about the event, they are more likely to learn more about it or even sign up for it.
Here's how to leverage the power of influencer marketing with endorsements.
Today, practically every business has an Instagram presence—and the competition is becoming fierce. People upload all types of content to the platform on a daily basis. Users simply don't have time to look through all these posts, so Instagram uses an algorithm to prioritize the most important content.
And I'm sure you're aware of the ruthlessness of this algorithm.
For businesses of all sizes and niches, most posts get buried in the feeds. However, one way to ensure your target audience sees your event promotion post is to use paid ad campaigns.
While they can be hit and miss, in recent years Instagram ads have gained in popularity. Event organizers can fine-tune them to target their audience based on demographic, geographic, psychographic, and behavioral factors. Plus, you can create different ad campaigns based on your goals. This makes it easy for event organizers to promote the event and result in more event ticket sales.
What's more, reminder ads help you set the date and send notifications so interested viewers can react on time. Below is an example of using this Instagram ad type:
Instagram isn't just for big brands anymore—it's a playground for everyone looking to promote their events and attract more attendees. With user growth and engagement skyrocketing, it’s the perfect platform for your next marketing campaign. Use these tips to ensure your event's success and make your next event the talk of the town. Get ready to see your attendance soar in a fun and engaging way!
Need more help with event promotion? Eventcube is an all-in-one platform that specialises in bespoke events. Having worked with brands like Uber, TEDx, and Volkswagon, the Eventcube team knows how to create the right kind of buzz for your audience. From event ticketing and registration to effective marketing, the platform has all you need to create unforgettable events. Reach out for a free demo today.
