Social media presence has become a norm in 2020, not only helping people socialize but also help event managers increase awareness of their upcoming events, be it speaker sessions, seminars, trade shows, or even festivals. Event marketing has become as easy as getting a simple click, but simply running an ad won’t help you stand out the sea of upcoming events.
You must be able to capitalize on recent social media marketing trends.
In 2021, the number of social media users worldwide is forecasted to be more than 3 billion. This means that event management needs to stay up to date with social media marketing tactics to attract more attendees.
If you are looking to market your event on social media in 2020, I’ve compiled a list of 10 strategies that you can use to get the most out of these platforms.
Social Media Event Marketing Tips
1. Choosing a Platform
Where social media marketing usually meant having a significant online presence on Facebook a few years ago, this has changed recently. Now, there are a lot of different platforms to keep in mind such as
- Pinterest, etc.
Each platform requires a slightly different approach to make drive conversions. You should consider devising a well-rounded event marketing approach that sits right with each platform. A prime example of that is using hashtags to help users identify the event better.
While important to market on all platforms, you don’t necessarily have to have a significant present on all of them. Therefore, it is okay to prioritize one a single or two platforms in your event management techniques as your primary and have others in a support capacity.
2. Event Page
Facebook and LinkedIn provide ample space for event managers to explain their event, their venues, etc. They allow you to create a specific event page where your audience can leave remarks or mark whether they’ll be attending or not.
An event page makes it easy for all those interested to stay up to date with your event’s news, while those who are simply deciding can easily find out whether the event is what they’re looking for or not.
As your event gets closes and closer, it is usually a good idea to send out a reminder to people to RSVP on your event page.
3. Focus on Short Videos
According to a survey published by Brafton, the average user spends 2 minutes and 17 seconds on a website if they’ve decided to stay. A website or page has an average of 8 seconds to pique their interest.
Although photos are a good event marketing tactic, they might not be as efficient in 2020 as in the past. For that, event managers should turn their focus towards making short videos that entail all the necessary details of the event all while being laced with why people should attend.
4. Optimize Ads
One major source of revenue for social media platforms are advertisements, soon after which come subscriptions. In the third quarter of 2019, Facebook’s ad revenue amounted to $17.65 billion with more than 7 million active social media markers.
Facebook allows users to make adjustments in their ad campaigns to help target specific audiences you think are likely to respond. You can implement your buyer’s persona here, fine-tuning the ad as you see fit.
Some determining factors that come into play when posting a Facebook ad are:
- Length of content on the ad
- Image/video uploaded
- Information provided within
- The chosen demographic
The last two factors are more likely to be dependent upon your budget, but giving extra thought and effort to the first three can help you minimize the cost included significantly.
5. Have an Active Presence
Once you’ve set up you event advertisement and event page, you are likely to get a number of curious followers who want to know more about it. They’ll send you personal messages to inquire about specifics.
You should always have an online presence and endeavour to reply as soon as possible. The peak time for social media usage is from 10 pm to 1 am and 12pm to 2 pm during lunch breaks.
In 2020, people are always in a hurry. If they send you a message and don’t get a solution to their query in time, they are less likely to want to attend your event. As a prime social media event marketing strategy, you should always be active on social media. If that is not possible, it is a good idea to integrate a Chabot into your page with dedicated and precise answer to common queries.
6. Highlight Prior Events
As mentioned above, short videos are the new way of communicating. Photos and infographics might put off users, forcing them to read when they simply want to relax. Posting a video about how fun your last event was can entice users into wondering how much fun the next one will be.
Social media marketers should focus on using unique and trendy visuals along with catchy audio and content to drive registration. Some factors to keep in might when designing a prior-event video include;
- Target your intended audience, for example, more written content might be a put off for younger generations.
- Host your video not only on your page but also on YouTube, Vimeo, LinkedIn, and other platforms that allow it.
- If a certain platform doesn’t allow sharing your video, either because of the platform’s limitation or the sheer size of it, you can simply post a link with an attractive sentence to entice people to see it.
7. Give People the Power
When marketing your event on social media, it is a good idea to post photos of the crowd as well as the VIPs of your previous event. You don’t necessarily have to post the crowd photos immediately after an event. You can, instead, save them for future event marketing.
This shows that your events attract a lot of people and that they’re having fun. While most photographers focus on catching the highlights of a show or event, you should also explain to them why they need to focus on the audience when they’re having a good time. A group photo at the end is a good example of that.
8. Use Hashtags
Many marketers forget this minute but vital detail when posting their event descriptions. You should create and use event-specific hashtags to ensure that talking about an event is easy. A post with you event’s hashtag is free marketing, and it also helps users feel like the event is something discussed frequrently.
Share the hashtags wherever and whenever you can, be it in social media posts, prints, or even texts!
9. During the Event – Livestream
Livestreaming is when you get active and share your event on social media while it’s all happening. It’s gaining a lot of traction in all sorts of marketing tactics. Some popular livestreaming platforms include;
- Facebook Live (14% market penetration)
10. After the Event – Share Behind the Scenes
Making sure an event goes according to plan requires a lot of dedication and planning. From security to time management, everything needs to be planed beforehand. Make sure you document everything in the form of a behind the scenes. Once the event is done, event marketers should conduct interviews with the staff to formulate a behind the scenes documentary.
You can then post it online to further market your upcoming events on social media. Some examples of what the Behind the Scenes documentary can include are;
- Interview with organizers
- Event signage and goodie bags
- Fun things to do in the area
Social media is an ever-evolving world. To properly market events on social media, it is important to try a blend of different techniques and see what you audience finds most attractive. As an event marketing event management team, it is important to know how to have more audiences subscribe to your events and make sure they have a blast!