Instagram now extends the Once camera to the eleventh platform. It is already an effective force in promoting events. With over one billion active users each month, Instagram provides a stunning platform for event promotion. On Instagram, you can present your event and engage your fans, ultimately moving real tickets or live attendees.
Why Use Instagram for Event Marketing?
Before we jump into the “how-to,” it’s important to understand why Instagram is a top choice for event marketing:
- Visual Platform: Instagram thrives on visual content, making it ideal for showcasing event highlights like speakers, performances, or venue decor.
- Engaged User Base: With high engagement rates compared to other social platforms, Instagram allows real-time interactions through Stories, polls, and live videos.
- Advanced Ad Features: Instagram’s ad targeting tools help you reach the right audience based on demographics, interests, and online behavior.
- Community Building: Instagram fosters communities around hashtags and user-generated content, helping to create buzz around your event.
Now that you see why Instagram is such a powerful platform for events, here’s how to market your event step by step.
Step 1: Optimize Your Instagram Profile
Your profile acts as the online storefront for your event, so make sure it makes a great first impression.
Update Your Profile Picture
Use your logo or an image that’s tied directly to your event, so followers can easily recognize your brand.
Refine Your Bio
Your bio should quickly communicate the event details:
- What the event is
- When and where it’s happening
- Include a strong call-to-action (CTA) with a link to buy tickets or register. For example:
Add a Linktree
If you have multiple links to share (e.g., tickets, event details, sponsor pages), use a tool like Linktree to organize these links into one clickable solution.
Step 2: Build Anticipation with Pre-Event Content
Instagram’s key strength lies in creating buzz. Use it to pique interest in your audience long before your event.
Leverage Stories and Reels
Post Instagram Stories that count down to the big day or share sneak peeks. Use Reels to highlight exciting snippets, such as guest performers, keynote speakers, or an impressive venue walkthrough.
- Example Story idea:
“Guess who’s coming to speak at [Event Name]? 🎤 Drop your guesses below!”
Create a Branded Hashtag
Develop a short, memorable hashtag for the event, such as #TechSummit2024 or #FoodFestNYC, and feature it in every post or Story. Encourage attendees and participants to use it, too.
- Pro tip: Explore popular hashtags for your niche and pair them with your branded hashtag to boost discoverability.
Countdown Stickers
Instagram Stories has a countdown sticker feature that’s perfect for building urgency. Add it to a post announcing ticket sales or a major unveiling, like your event lineup.
Collaborate with Influencers
Partner with micro and macro influencers who align with your event’s audience. Ask them to share Instagram Stories or posts that promote your event. This can attract wider attention and encourage trust in your event through third-party validation.
Step 3: Use Paid Ads Strategically
If you have a marketing budget, Instagram’s advertising platform can supercharge your efforts.
Carousel Ads
Create carousel ads with engaging photos or visuals to explain your event’s highlights. For instance, show off the lineup of speakers, vendors, or workshop topics.
Geotargeting for Local Events
For events happening in a specific region, use geo-targeting to ensure your ads are shown to users within a certain radius.
Retarget Curious Viewers
Did someone visit your ticket page but not complete their purchase? Instagram Ads Manager allows you to retarget those users to nudge them toward buying.
Example Copy for Ads:
“🎶 Don’t miss out on [Event Name] happening this Friday at [Venue Name]! Early bird tickets are almost gone. 🎫 Get yours now! [CTA Button]”
Step 4: Engage with Your Audience
Audience interaction isn’t just about responding to comments; it’s about creating a two-way conversation to generate excitement.
Host Instagram Polls
Use the poll sticker in Stories to ask lighthearted questions related to your event:
- “Which panel are you most excited for: Tech Talk vs Design Inspiration?”
- “Pick your dream opening act for 🎤 [Concert Name].”
Collect User-Generated Content
Encourage attendees to share posts or Stories about your event using your hashtag. Repost this content to your own profile to amplify the community feel and showcase the excitement.
Live Q&A Sessions
Go live on Instagram to answer burning questions about your event. Have a team member moderate live comments to ensure a smooth session.
Step 5: Post During the Event
While the event is happening, use Instagram Stories and live posts to create FOMO (fear of missing out).
Story Highlights
Document major event moments in your Stories, such as keynote speeches, fun activities, or food vendors. Create Highlights on your profile so attendees can revisit the magic.
Live Stream Key Moments
For those who couldn’t attend, live stream portions of your event, like panel discussions or performances. This keeps non-attendees engaged and may encourage them to attend your next event.
Step 6: Keep the Momentum Post-Event
Even after your event ends, Instagram plays a crucial role in maintaining connections with attendees and expanding your reach.
Share Recap Posts
Post carousels or Reels with event highlights set to a trending audio track. Include clips of attendees, quote-worthy moments from speakers, or fun crowd shots.
Post Thank You Notes
Show appreciation for your attendees, sponsors, and speakers with a heartfelt post. Tag them where appropriate to continue the engagement.
Collect Feedback
Use Instagram Polls, DMs, or external surveys (shared via Linktree in bio) to gather feedback. This will help improve future events and show attendees that you value their opinions.
Wrapping Up Instagram Event Marketing
Instagram is where you can find any tool needed to help generate excitement, interact with fans, and make your event one they’ll never forget. Visual, interactive, and community-driven, it’s the perfect medium for getting your promotion out there.
Not sure where you’re still going? This is an excellent opportunity to make changes. Stories, Reels, and selected ads are things worth trying at least once. Take notes from Instagram Insights and monitor your results. Keep a steady stream of vibrant content coming to ensure the fans stay interested and informed-consistency is king in this situation.
