In today’s digital world, social media is everywhere - and with almost half the world’s population using social media across the globe, the power of online social platforms as targeted marketing tools is one that shouldn’t be taken for granted. And with a new user signing up every 6.4 seconds, this vast audience is growing bigger day-to-day.
That’s why today, the digital marketing experts over at Land Digital are sharing how best how to make use of social media to market your next event. Breaking down which platform is best suited for advertising your event based on its type and target audience, with these tips, you’ll have a solid online marketing strategy that ensures an extensive organic reach ahead of the day.
Undoubtedly the most popular of all social media platforms, Facebook boasts a mammoth 2.45 billion regular users each month, making the site one of the most valuable tools in any event marketer’s arsenal. What’s more, Facebook even tailors some of its features towards event marketing, with a handy event feature that enables users to advertise through a direct and easily comprehensible means.
When using Facebook’s event feature, look to include as much detail as possible - after all, many users will visit this page as their primary source of information surrounding the event. You’ll find a handy description box positioned at the top of every event page, so look to insert all relevant details here - from start and end times to staff recruitment links. Moreover, look to utilise user-friendly features like Facebook’s GPS maps, that enables you to give direct GPS directions to your event based on the current location of each user.
With quite literally anyone and everyone signed up to Facebook, you can rest assured that you’ll be able to reach your target demographic, whatever it may be! Take a look at the USA, for example, where 71% of adults use Facebook - with the fastest growing demographic of these users being the senior age bracket. As such, look to utilise Facebook’s ad and promotion features when advertising your event, pushing your posts to custom demographics specified by you - whether that be broken down by age bracket, gender, age, likes or location. This will ensure your organic reach is targeting the people you want to talk to and, in turn, is likely to convert into a more successful conversion rate.
Looking to learn more about promoting your event on facebook? Make sure to check out - Four Ways to Promote Your Sporting Event Using Facebook
Generating a buzz amongst Twitter’s 330 million users is all about hashtags, so look to start including a creative and catchy hashtag on each of your posts in the hopes your audience will join in the conversation.
The trick to utilising Twitter to its full potential is all in encouraging engagement, and with research indicating that using hashtags can double organic engagement with a tweet (whether that be through retweets, likes or replies), this is a great place to start.
Look to include your brand or event name in the hashtag where possible - this will enable users to find content surrounding your event with a simple Twitter search and also encourage them to interact with other attendees. While not quite as extensive as Facebook, with 37% of users being between 18-29 and 25% of users being between 30-49, Twitter marketing still enables you to reach a varied demographic. Be sure to delve a little deeper into what content your target audience interacts with best on the platform, however - while video content might work best with young people, an older age bracket may prefer posters, for example.
It’s no exaggeration to say that Instagram’s popularity has exploded in recent years, with the image-sharing platform now boasting a colossal 1 billion users worldwide. With ever-expanding quantities of sign-ups, of course, comes greater possibilities for event marketers - and what better way to market an event than by getting your attendees to do it for you?
Check out - How to Promote Your Event Using Instagram
To do this, first focus on Instagram stories. This recently added feature enables users to post temporary updates to their followers in a similar means to Snapchat for a 24 hour period. Optimise your potential exposure by posting your event poster on your story regularly to keep it fresh in potential attendee’s minds - not only will this be pushed to follower’s feeds daily, but it will allow you to regularly advertise your event without affecting the aesthetic of your instagram page with spam posting. Pair these posts with a ‘swipe-up Call-To-Action’ (CTA)’ - a handy new feature now on Instagram that redirects users to a desired destination - to boost your chances of conversions, whether that be directing them to an event website or point of purchase.
Elsewhere, look to capitalise on the popularity of filters by creating your own custom event filter. This fun and unique approach will see users utilising your filter on their posts or stories, acting as a free form of indirect advertising that’s sure to get the conversation started.
A growing marketing trend over on Instagram is influencer marketing, defined as the practice of paying a professional social media influencer (someone with a substantial amount of followers and subsequent organic reach) to promote your event or product. Though this can pay dividends, with the most common influencer budget being $1,000-$10,000 followed by $100,000-$500,000 per year, this option is entirely dependent on your advertising budget.
Unlike Facebook and Twitter, Instagram’s audience tends to be much less varied, with a significant 34% of users falling between the 25-34 age bracket and a further significant 31% of users being between 18-24. As such, it’s probably only worth exploring Instagram’s event marketing potential if your event is tailored at a younger target audience.
Speaking of young audiences, TikTok is the newest social media platform to really cause a stir, already boasting 500 million users to date - 66% of these being under 30
TikTok combines short video content with a viral-friendly interface with substantial success, proven by the 1.5 million app downloads across the globe. To best capitalise on this buzz, event marketers should look to partake in video trends such as the tumbleweed challenge - posting your own take as a means of increasing viewership and, in turn, improving your page exposure. When pulling this off correctly, you’ll be presenting your event as current and relevant by moving away from more traditional means of marketing - marketing that may often lack any form of appeal with a younger audience.
When it comes to digital event marketing, there’s no tool like social media. With these tips, you’ll be well on your way to understanding how best to advertise your event on these ever-popular online platforms - so sit back and wait for those ticket sales to come!
Jon Leighton is the Director of Land Digital, a full-service digital agency providing made-to-measure marketing, design and development solutions to help businesses in the UK solve their commercial problems.