Posted on December 22, 2023

How to Boost Event Visibility and Engagement on Social Media

Whether you’re organizing a conference, a product launch, or a community gathering, social media has become the heartbeat of event promotion and engagement. Boasting over 4.6 billion users worldwide, these platforms provide event organizers with a golden opportunity to connect with a broad and diverse audience, spanning different demographics and interests. 

Over 40% of event organizers emphasize that social media visibility plays a crucial role in determining the success of an event. Not only that, though, at least 58% of marketers leverage social media for promotion throughout the entire event timeline, covering pre-event, during the event, and post-event periods.

In other words, mastering the art of boosting event visibility and engagement on social media is not just a choice but a necessity for those looking to make their mark in the event industry. 

However, social media alone won’t work its magic for event promotion without some careful planning and purposeful efforts. In this article, we’ll dive into some actionable practices to boost event visibility and engagement on social media platforms.

Boost Event Visibility and Engagement on Social Media: What to Do

Boosting event visibility on social media is so much more than just creating content and hope that potential attendees will find it somehow. It requires a strategic and dynamic approach. Here are some actionable practices for that.

Create Content that Tells a Story

Content should be the backbone of your event promotion. The content we’re talking about here isn’t some arbitrary collection of information but a carefully crafted narrative that weaves through the core of your event. 

Think of your event content as a story waiting to be told—a story that captivates, intrigues, and resonates with your target audience.

Begin by identifying the key elements that make your event unique and compelling. What is the overarching event’s theme or message you want to convey?

It’s always better to use shareable content like animated event videos, podcasts, or other short-form social media video types. This kind of format makes it easier for your audience to engage and share with their networks. In other words, shareable content boots the reach and impact of your event promotion.

Whether it’s the unveiling of groundbreaking ideas at a conference, the launch of an innovative product, or the celebration of a community milestone, your content should reflect the essence of your event.

Make and Share Event Videos

Videos are such an appealing format for showcasing the vibe, theme, and excitement surrounding your event. 

They have the power to transport your audience directly into the heart of the experience and offer a dynamic and immersive preview that goes beyond what static images or text can convey.

Integrate behind-the-scenes glimpses to humanize the event and make it relatable. Showcase the efforts and passion invested by your team, exhibitors, or speakers. This not only adds depth to your narrative but also creates a connection with your audience.

You might as well create a teaser video that builds anticipation in the weeks leading up to the event. 

Utilize different video formats to cater to diverse audience preferences. Short, attention-grabbing clips work well for social media feeds, while longer, more in-depth videos can be shared for your YouTube marketing.

If you use YouTube, optimize your videos for the platform’s specifications to ensure seamless playback and maximum visibility. Utilize captions, graphics, and subtitles to make your content accessible to a broader audience.

Even after the event, you can continue the video journey by creating recap or post-event videos. Compile highlights, reactions, and memorable moments to celebrate the success of your event. Share these recap videos on social media and use them as promotional material for future events

Live Streaming and Virtual Participation

Experiment with live streaming to provide real-time glimpses into the unfolding excitement, allowing virtual attendees to feel like they’re part of the action. And that’s how you enhance engagement by fostering a sense of inclusivity and accessibility.

Start by selecting key moments that lend themselves well to real-time sharing. Whether it’s the opening ceremony, a major announcement, a live performance, or interactive sessions, identify segments that will resonate with both in-person and virtual audiences.

Choose the right platform for live streaming based on your target audience and the nature of your event. Platforms like TikTok Live, Instagram Live, YouTube Live, or dedicated virtual event platforms offer various features to enhance the viewing experience. Don’t forget to announce your live streams in advance to build anticipation and attract a larger virtual audience.

During the live stream, actively engage with both in-person and virtual attendees. Respond to comments, create a quiz, acknowledge virtual participants, and create a sense of community by fostering interactions between the two groups. 

For virtual attendees, consider incorporating interactive elements, such as Q&A sessions, polls, and audience shout-outs, to bridge the gap between physical and virtual attendees.

Optimize Posting Times

Different social media platforms have varying peak usage times. Platforms like Instagram, Facebook, Twitter, and LinkedIn each have their own optimal posting windows. Certain days of the week may have higher engagement rates than others.

The thing is, there’s no one-size-fits-all approach to the ideal posting schedule. Test different time slots and days of the week to see when your audience is most responsive. Over time, refine your strategy based on the patterns and trends you observe.

If your target audience spans multiple time zones, it’s essential to consider this factor when scheduling posts. Aim to reach a balance that accommodates the largest portion of your audience without alienating those in different regions.

Social media management tools can come in handy for scheduling posts in advance. They can maintain a consistent posting schedule even during periods when you might not be actively managing your social media accounts.

Host Countdowns and Giveaways

A countdown is a powerful tool to build anticipation leading up to your event, and when you offer incentives through a giveaway, you add an extra layer of enthusiasm.

Collaborate with sponsors or partners to enhance the prize offerings, aligning them with the interests of your target demographic. By establishing clear entry rules and encouraging user participation, you not only boost engagement but also create user-generated content that extends the reach of your event promotion.

As the countdown progresses, leverage social media features such as Stories and Highlights to maintain a dedicated space for your audience to follow along. Encourage them to share their expectations, predictions, or excitement, fostering a sense of community and interactivity.

When the countdown concludes, and the winners of the giveaway are announced, the culmination of these efforts results in a vibrant online community that is not only excited about the event but has actively participated in its promotion.

Utilize Social Media Paid Advertising

If you have an extra budget, opting for paid advertising helps you reach wider audiences and see visible results faster. While organic reach is valuable, especially for building long-term engagement, paid advertising provides a targeted and immediate boost to your event promotion efforts on social media.

Different social media platforms cater to diverse audiences and demographics, though. So, choose the platforms that align with your target audience and event type. For example, Instagram may be ideal for visually appealing events, while LinkedIn could be more effective for business or professional gatherings.

Remember to create high-quality visuals, concise and persuasive copy on the event landing page, and a strong call to action. Tailor your content to resonate with the preferences of the platform’s users

Common Mistakes When Promoting Events on Social Media

Now that we have insights into certain best practices, let’s also analyze prevalent pitfalls that may impede your efforts in promoting events on social media amidst the process of digital transformation.

Avoiding these mistakes is crucial to ensure a smooth and effective promotional campaign that maximizes audience engagement and event attendance.

Being Inconsistent with Posting

Consistency is key on social media. Posting irregularly or inconsistently can lead to a loss of momentum and engagement. 

Develop a content calendar and stick to a regular posting schedule. This not only keeps your audience engaged but also ensures that your event remains top-of-mind.

Ignoring Analytics and Feedback

The social media event promotion doesn’t stop once you hit the “post” button. Those numbers on Analytics help you to understand how well your posts are performing.

Ignoring social media analytics and feedback is a missed opportunity for improvement. Regularly assess the performance of your posts, campaigns, and overall strategy. Use insights to identify what works well and where adjustments are needed, allowing for continuous optimization.

Overlooking Mobile Optimization

Do you know that 99% of users access websites or apps through a mobile device? Just make sure that every post you create to promote your content is mobile-friendly. 

This means that visuals (whether they’re images or event videos) should be optimized for smaller screens, text must be clear and readable without excessive scrolling, and the overall design should be responsive. 

Navigation should also be intuitive, loading times swift, and any interactive elements, such as forms or calls-to-action, should be seamlessly accessible on mobile devices.

Neglecting Post-Event Engagement

Attracting new potential attendees is undoubtedly a significant aspect of event promotion, but equally crucial is the post-event engagement strategy. It can help you nurture relationships, sustain momentum, and lay the groundwork for future events. 

Share photos, videos, and testimonials that encapsulate the essence of the event. Not to mention expressing gratitude is also a powerful way to strengthen connections with your audience. 

Acknowledge participants, sponsors, speakers, and everyone who contributed to the event’s success. Personalized emails, like thank-you emails and shout-outs on social media, create a positive and appreciative atmosphere, fostering loyalty and goodwill.

Wrapping Up

Social media platforms can be really helpful for boosting your event visibility, but only when you have an idea how to use it. With all those best practices as well as common pitfalls mentioned above, now you know what you should bring to the table. 

Always keep in mind that engagement is a two-way street. Actively interact with your audience, respond to comments, and foster a sense of community. The more engaged and connected your audience feels, the more likely they are to become not just attendees but dedicated advocates for your events. That’s how you can gain popularity for your event or even boost the event’s conversion.