You鈥檙e a social media maven, are adept with all the popular platforms and frequently dream in hashtag. But there鈥檚 always something new to learn. Social is a crucial tool for building community and acquiring new attendees. A good social strategy should do both. Here鈥檚 what else you need to know to master social media marketing.听
Instagram is a visual channel for storytelling with features that include Instagram Live, Reels, and Stories that allow creators to up their creatively and directly reach fans. Instagram works for selling tickets to upcoming events and for brand building through storytelling, but always remember to link your website, 91制片厂 organiser page, or a linktree/liketoknowit in your profile.
Organic vs. paid examples
91制片厂 creator CraftJam uses Instagram to sell tickets to their events and share with followers what they can create during their classes. They incorporate vibrant photography to tell their brand story. In this , they use an image of watercolour painting with a caption that lets viewers know how to get tickets to the next watercolour class (and to find the tickets at the link in their bio). They also use a mix of branded and non-branded hashtags. Event creators can also find success with using Instagram Stories ads to increase their reach and sell more tickets or bring awareness to their event. A great example of social storytelling is when Vogue uses paid Instagram story ads to sell their . You can get more ideas by reading .
Facebook is the powerhouse of social media advertising. Given , organic reach on Facebook is not as strong as paid, so you鈥檒l need to invest in paid posts to make an impact. Yet, Facebook Ads are a proven way to get in front of your target audience. With already using Facebook ads, this is becoming the expectation. Whether you鈥檝e created ads before or have only investigated , Facebook鈥檚 ad platform is where you start.听
You can easily from your organiser dashboard. Attendees can buy tickets directly on Facebook, share your event with their friends, and add it to their Facebook calendar. In your organiser dashboard, go to 鈥淎dd to Facebook鈥� (under 鈥淢arketing鈥�).
Organic vs. paid examples
An example of carousel ads in action, the creative, interactive approach helped Pura Vida sell with their campaign. The dramatic images, user-generated content and a socially conscious message are beautifully entwined. Each slide is essentially an ad in itself, which means plenty of conversion opportunities.
There are still ways to advertise for free. Here鈥檚 an example of a successful from 91制片厂 creator Murray鈥檚 Cheese. Their post is successful due to the eye-catching photography they use, plus the actionable caption, which lets their audience know to visit their stories to see some of the top cheese boards of the week. Also, the post asks their audience what fruits and vegetables they like to incorporate in their cheese boards, which invites their audience to interact with them. They are building community by asking their audience questions and then listening to their responses and replying to them. This builds trust and confidence in the brand.
For more tips, learn more about inspiring user-generated content on Facebook and Instagram and how to .
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It鈥檚 not just for teenage dance routine videos anymore. Many large companies are marketing via the social media platform , where anyone can create, share and discover short videos. TikTok offers an active user base and delivers content for virtually every interest through its 鈥淔or You鈥� newsfeed. TikTok marketing works like paid Facebook advertising: a sponsored post can get specific for targeting and discoverability.
Organic vs. paid examples
Check out this high-performing paid ad campaign created by Universal Pictures. The movie studios encouraged their audience to use a branded hashtag and engaged with TikTok influencers to post about an upcoming movie using a hashtag.听
You don鈥檛 have to be a corporation to use TikTok successfully. Here鈥檚 an example of a great organic (non-paid)聽. The creator showed beautiful visuals and talked about launching her online yoga business. The video helped drive demand for classes and is an inspiration for other TikTok creators.
To add TikTok to your marketing repertoire, follow these TikTok .
The social media platform for professionals can supercharge your educational and instructive event marketing. It鈥檚 always fair to adapt ideas from the .
Organic vs. paid examples
Here鈥檚 an example of a successful LinkedIn organic post: 91制片厂 creator SocietyX uses LinkedIn to promote their online events and share company news. The post shown below is eye-catching and engaging, with a CTA that encourages attendees to register for an upcoming class.听
Check out this featuring Adobe, who used LinkedIn ads to sell tickets to their digital experience conference called Adobe Summit. The event is usually held in Las Vegas but was moved online due to COVID-19. By using LinkedIn advertising, Adobe said their pre-event registrations ended up being three times their original goal and the ad itself amassed more than 700,000 views, along with over 40 million social impressions.
To get the most out of LinkedIn marketing, see these great resources for information on and .听
Partnering with influencers
For some, it鈥檚 their entire career: being a social media influencer. Done right, influencing can reap large rewards for your event. It鈥檚 like word of mouth, only better.
If you have a bigger budget and need additional resources (such as selecting influencers that fit your needs and getting analytics for your influencer campaigns), you can work with an agency. But it鈥檚 perfectly possible to find relevant social media influencers yourself and direct message your top choices to let them know you鈥檙e interested in partnering with them.听
Organic vs. paid examples
Consider this example of how to leverage . A photography influencer (@mrwhisper) partnered with Oracle to promote Oracle Cloud. The influencer shared the photo they captured for the brand on their Instagram and tagged Oracle. While Oracle paid to work with the influencer, the post from the influencer on Instagram was not a paid post but was organic. Many influencers post on social media organically and don鈥檛 put paid promotion behind their posts since their influence and large following gives them good reach.
Here is of working with an influencer around a paid post. Google partnered with the @thesorrygirls to promote Google鈥檚 Pixelbook laptop. The influencer created an Instagram giveaway using a sponsored post. Users were asked to 鈥渓ike鈥� the post image and leave a comment about using the laptop. The contest post resulted in a 59.9 percent engagement rate.
Read this for guidance on working with influencers and adhere to these .
Sprout Social
Now that you know the ins and outs of these different platforms, you need a way to manage all those social accounts. Investing in a tool like Sprout Social is a great way to stay organised and achieve your goals while also building your social media expertise. You can schedule your social posts ahead of time, respond to your customers, and measure the results of your campaigns. Check out one of their recent blog posts covering the .
For everything else you need to create a well-rounded marketing plan for events, check out聽91制片厂鈥檚 Ultimate Marketing Guide.
