1. Understanding the audience

Your social media event marketing strategy should always start with your target audience.

You need to know who they are, what they care about, and how they engage with content online. Without this, you can’t attract an audience that’s ready to buy. Understanding and implementing effective social media strategies is crucial for engaging your audience and enhancing overall event success.

Brainstorm topics they care most about (according to their needs and pain points) and cover them in your events. Post photos and videos of past events across your channels and add the topics you covered in the captions. This added information helps position you as an authority and inspires prospects to attend the next event.

Take Brex, for instance. The financial services brand focuses on startups and tech-savvy businesses, so its event topics focus on solving their problems.

For example, it shares how to use its AI features and virtual business credit cards to streamline corporate spending. It also recently hosted an event about “common startup pitfalls.” This approach helps Brex keep its marketing relatable to its target audience and drive engagement.

You can also survey your audience to learn which topics they’d like you to cover in future events. Add survey questions to social media stories as posts and consider sending them via email, too.

When the event is live, invite attendees to ask questions about the topic you’ve covered so you can discuss it in depth. Doing this is especially helpful if you’re a B2B brand since business prospects often have more concerns (and tend to have a longer buyer’s journey) than consumer prospects.

2. Using event hashtags on social media platforms for visibility

Use event hashtags to encourage real-time engagement and build a sense of community around your event. When creating an event page on platforms like Facebook and LinkedIn, include engaging details, visuals, and social sharing features to maximize attendance and enhance outreach across social media channels. When people attend or engage with your event online, encourage them to share they’re there with your specific hashtag. (You can also incentivize them to do so by creating a giveaway around it.)

For example, marketers of a major SEO conference might launch an early promotion campaign using an event hashtag across Instagram and X. It might use the hashtag to highlight sneak peeks of keynote speakers, venue updates, or special activities planned for attendees.

It might encourage guests to “earn prize entries” by tagging themselves on social media with the dedicated hashtag during the event.

*Pro-tip: Make sure your event hashtag is memorable and easy to spell. Keep it short and sweet.

You can also use a social media wall to display content with your dedicated event hashtag in real time. You can add the social media wall to your event landing pages and/or as signage in your in-person events.

Here’s what it looks like on a website or landing page:

And here’s what it looks like at an in-person event:

3. Leveraging user-generated content (UGC) for authenticity

Nothing builds trust and excitement faster than user-generated content. You showcase real experiences and authentic voices by resharing content from attendees or customers.

UGC makes your event marketing feel more genuine because its content is created by your audience, for your audience.

Take a look at StudioSuits.

During a recent wedding, a couple posted photos of their wedding party wearing StudioSuits’ wedding groomsmen’s suits, tagging the brand in the process. StudioSuits then reshared this content on Instagram, celebrating the couple’s big day while subtly promoting its suits.

This tactic works across various social platforms, and it’s especially effective when used to feature photos, videos, or stories shared by attendees during your event.

You could also run a contest where users have to post using your event hashtag and share it with multiple users for a chance to win. It’s a great way to gather UGC while encouraging engagement.

Use a social listening tool to quickly pull up any mentions of your brand or event in real time. Repurpose these as social proof across your event marketing campaigns. (They also work great on your website.)

Social media live feeds work great for drumming up UGC, too.

4. Capitalizing on Instagram stories for real-time engagement

Instagram Stories help you create a buzz in real time and offer a sneak peek into your event as it unfolds. Stories also disappear after 24 hours, which gives them an urgency that grabs attention. (You can also save them in your Highlights for your audience to peruse later.)

Use features like polls, questions, and countdowns to interact with your audience in fun, dynamic ways. You can also build excitement by sharing tiny snippets of what’s coming soon. Plan these posts in advance so you can do them justice.

For example, shoot mini video previews with your keynote speakers in advance and have them focus on their biggest takeaways. Share these in Stories back-to-back to create an intriguing build-up.

(Don’t forget to link to relevant products or landing pages in your Stories, too, when they are relevant.)

5. Collaborating with influencers for more reach

Team up with influencers to expand your reach. Choose influencers who align with your brand values and speak to your target audience. SoFi does this by collaborating with influencers and professional athletes during events at SoFi Stadium. These collaborations help the brand build anticipation and increase engagement while promoting its financial products and services.

SoFi also became the Official Bank of USA Basketball and invited some of its members to the USA Basketball Showcase in Las Vegas. Its Instagram post (caption in the following example) encourages RSVPs and sales with clear copywriting:

(Image Source)

These events feel ultra-exclusive, which gets audiences excited. You can also partner with affiliate marketers and loyal employees to spread the word about your events. Focus on a specific problem and solution to have them share why your events are worth attending.

For example, if you’re promoting a webinar on time management strategies for startups, your brand ambassadors could share:

• Big wins they’ve accomplished because of your time management advice

• Why your productivity techniques work better than the common advice

• How much time they’ve saved by implementing your strategies

• How they practically implement your strategies

• Why they believe in your productivity methods

Sharing this helps crystallize what people can gain from attending the event (other than being another sales prospect on your list).

6. Creating FOMO with event teasers and countdowns

Building anticipation is key to a successful social media event promotion. Teasers, sneak peeks, and countdowns create FOMO (fear of missing out), which pushes people to take action — like registering for your event or sharing it with their network.

For instance, when Magic Hour hosted a virtual event during the blue supermoon, the team invited their community to sip their favorite relaxing tea and join a mindful ceremony under the moon.

They used Instagram teasers and a countdown to build excitement leading up to the event. This helped the audience feel excited about the upcoming event (and the brand’s larger mission of mindfulness and community). The blue moon is a rare occurrence, which helps bring even more FOMO energy to the campaign.

Magic Hour also used live video to create a deeper connection with its audience during its event. In the next section, we'll examine that further.

7. Live streaming for wider audiences

Virtual events have become a staple in recent years — and live streaming on platforms like Instagram or Facebook lets you reach audiences who can’t attend in person.

Virtual events are particularly useful if you have audiences scattered across different regions.

For example, Magic Hour went live during its blue moon ceremony, making the event accessible to its customers worldwide.

But if you’re going to go live, make it count.

Create an integrative experience like Magic Hour’s event. Encourage viewers to participate by asking questions, following your directions, or commenting during your live broadcast. Doing this creates an interactive atmosphere and keeps your audience engaged.

Be sure to also leave room for questions in a live environment. We’ll dig deeper into this in the next strategy.

8. Monitor and engage with on social media during event

Monitoring and responding to social media conversations is crucial for building a strong online presence and engaging with your audience during an event. Social media platforms offer tools like live polls, Q&A sessions, and quizzes to help engage your audience.

Be sure to use these tools to make your audience an active part of the event. This helps you keep their attention and gather valuable insights about their preferences and needs. Answering their questions in real time can also help them develop a more authentic relationship with your brand. (Which also builds trust and encourages purchases.)

You can use social media listening tools, to track mentions of your event or related keyword and find opportunities for real-time engageament and moment marketing.

9. Post-event follow-up for long-term engagement

Once your event is over, don’t stop there. Follow up with your attendees to keep the momentum going.

Share highlights from the event, repost attendee content, and continue to engage with your audience to maintain that connection. A post-event survey can also help you gather insights to improve future events.

StudioSuits, for example, could follow up after a wedding event by sharing more UGC from the big day. A simple “thank you” post or a montage of customer photos goes a long way in making attendees feel appreciated. It also keeps your brand top-of-mind for future events or purchases.

You can even incentivize participation by offering a discount or a chance to win a prize.

Use your attendees' insights to better understand what worked, what didn’t, and how to improve your next event.

You can also use post-event feedback as content for future marketing. Quotes or testimonials from attendees are valuable social proof you can use in your next campaign. Let’s take a closer look at this in the next section.

10. Building a content library for future events

Every event creates valuable content you can repurpose in future marketing campaigns. From videos and photos to user-generated content and feedback, use these assets to promote upcoming events and build anticipation.

For example, compile event highlights into a short video or photo reel and share them on social media.

If your event features keynote speakers or panel discussions, consider uploading snippets of these sessions to platforms like LinkedIn or YouTube to continue engaging your audience long after the event is over. You can also preview them in your Stories.

Regularly posting content from past events keeps your brand at the forefront of your mind and helps establish your business as a thought leader in your industry.

These assets are also super useful if you plan on running ads for your events. Cold prospects will need more coaxing to build trust and agree to attend your event. With real event examples, you can help them get a better idea of what to expect so they can decide if it’s the right fit.

Succeed with your next social media event marketing campaign

The most successful social media event marketing campaigns are the ones that understand their audience, build real-time engagement, and make attendees feel like part of a community.

Whether you’re leveraging UGC, working with influencers, or hosting a live stream, your goal should be to make your event an experience and conversation that extends beyond the event itself. By taking these creative approaches, you can widen your event’s reach and create lasting connections with your audience.

Next time you’re planning an event, consider how these strategies can engage a larger audience, generate buzz, and make it memorable.

Keep your content authentic, your approach creative, and your audience at the center of everything you do — and you’ll be just fine.

P.P.S.: Want to know more about Flockler? Read through our case studies.

FAQs

1. How to brand an event better by leveraging social media?

A successful campaign includes clear event details, a memorable event hashtag, user-generated content, real-time engagement, and post-event follow-ups (such as surveys or testimonials).

Leveraging influencers and repurposing content for future events can also help you stir up anticipation.

2. What is an event marketing checklist for social media?

An event marketing checklist for social media is a checklist you use to make sure your event campaigns meet your standards for success. For example, you might include a checkbox for UGC, another for testimonials, and so on.
Here’s an example:

Event marketing checklist for social media:

• Include UGC

• Include social proof

• Include an event hashtag

• Include calls for engagement

• Include clear event details (short sentences)

3. How can I increase engagement before my event on social media?

Building anticipation is key to increasing engagement before your event on social media. Create a unique hashtag, share sneak peeks, highlight keynote speakers, and encourage followers to engage early. Using contests or polls and partnering with influencers can also generate excitement.

You can also use documentary-style videos as “mini commercials” to create a sense of drama and intrigue.

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Ryan Robinson. I'm a blogger, podcaster, and (recovering) side project addict who teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.