ūüöÄ The Event Playbook: Proven strategies to level up your next event!

ūüöÄ The Event Playbook:
Proven strategies to level up your next event!

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9 Essential Content Creation Tips for Social Media Event Marketing

Want to give your event the exposure it deserves? Look no further than the power of social media!

93% of marketers say social media is critical for events, but less than half have an effective strategy. 

Social media event marketing matters now more than ever but can be extremely challenging.

With countless platforms and strategies, most feel overwhelmed and need help knowing where to start.

For ultimate success, create tailored content to reach your goals.

Great content captures attention, provides value and compels action.

Crafting targeted posts, visuals, videos, and more generates buzz and drives signups.

Follow these time-proven tips to create unforgettable social media content.

Take your marketing to the next level.

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1. Know Where Your Audience Spends Time

The very first step in promoting your event on social media is finding out where your target audience hangs out online.

You simply can’t be everywhere on the internet – that would spread your efforts too thin.

Instead, you need to be strategic and concentrate your social media marketing on the 2-3 platforms where your ideal attendees are most active.

How do you identify those prime social media hotspots? Here are some tips:

  1. Ask them directly. Whether through surveys, interviews, or just reaching out, get the inside scoop on preferred platforms straight from your audience’s mouth. The answers may surprise you.
  2. Check their online footprints. Most people link to their social accounts on website bios, email signatures, and the like. See which networks keep popping up over and over.
  3. Use social media marketing tools. Many tools analyze demographic data to show you the top sites for different groups based on age, interests, job titles, and more. Consult the stats for your particular audience.
  4. Explore hashtags and groups. Search for event-related hashtags and industry communities your target audience likely participates in. The most popular ones reveal their social strongholds.
  5. Spy on the competition. Take note of the social platforms where influential brands and leaders in your space invest time engaging their own audiences. Chances are, your crowd overlaps.

Once you’ve pinpointed your top 2-3 social media contenders, it’s time to double down:

  • Post more content there. The lion’s share of your updates should funnel through those main channels.
  • Run paid campaigns. Your paid social efforts will be more cost-effective when more of your target audience sees the ads.
  • Actively build community. Focus on having genuine interactions and cultivating an engaged following where your people congregate online.
  • Cross-promote strategically. While still sharing across other networks, put extra emphasis on the priority platforms.

Pinpointing the social media hotspots where your crowd already gathers ensures that your event promotions reach the right eyes at the right time.

It’s all about meeting your audience where they already live online.

2. Craft Engaging Content Across Multiple Formats

Okay, you know which social platforms are prime real estate for reaching your target audience. 

Now it’s time to create content that will stop them in their tracks amid the endless feed scrolling.

The most effective social media strategies employ a diverse mix of content formats tailored to each network.


Because different types of posts resonate differently depending on the platform.

So what kinds of content should you create to promote your event?

Let’s look at some top-performing options.

Compelling Videos

Video has a magnetic quality that makes people pause while browsing their feeds. 

It brings events to life with contagious energy and excitement. Some video ideas:

  • Speaker previews – Short teaser clips highlighting presenter expertise
  • Venue/experience tours – Give a sneak peek of the event spaces and vibes
  • Hype promos – Quick, high-energy videos to build buzz and anticipation
  • Live streams¬†– Go live before/during the event to connect with attendees
  • Contests – Create fun video calls-to-action for giveaways and promotions

Eye-Catching Visuals

As the saying goes, a picture is worth a thousand words. Striking visuals are essential for stopping the endless scroll. Some ideas:

  1. Speaker headshots – Professional photos of the all-star presenter lineup
  2. Venue photos – Showcase the event rooms, stage, branding, decor, etc.
  3. Agenda graphics – Turn that session schedule into an engaging infographic
  4. Quote cards – Pair inspiring soundbites with creative visual designs
  5. Infographics – Design shareable stats and tips related to your event

Engaging Carousels

Carousels and photo galleries allow you to pack multiple images into a single, super-digestible post. They’re perfect for:

  • Speaker lineups – Introducing all those all-star speakers and presenters
  • Agenda overviews – Giving an at-a-glance look at the full schedule
  • Highlights reels – Recapping memorable moments in one slick gallery

As an event promoter, crafting a dynamic mix of video, visual, and multimedia content ensures your social posts capture attention and inspire action every time – regardless of which platform your audience calls home.

Getting the Content Mix Right

Of course, identifying the right content formats is only half the battle. 

The other key is nailing the ideal mix and cadence for your unique audience.

Some events may require more video teasers to build hype, while others call for a steady stream of beautifully designed visuals. 

It all depends on your industry, event type, attendee preferences, and overall goals.

When you blend a dynamic variety of video, visual, and interactive content tailored to your event and audience, you maximize social media’s potential to drive awareness, attendance, and results.¬†

It’s all about finding that perfect, mouthwatering mix.

3. Search Intent Keywords Are Crucial for Connecting with Interested Audiences

Adding strategic keywords in your content will capture your target audience.

But stuffing in as many industry buzzwords as possible isn’t effective.

To attract genuinely interested prospects, use search intent keywords ‚Äď the terms and phrases people use when searching for content like yours.

Search intent keywords map to the underlying intent behind web searches.

There are two levels vital for event marketing:

Informational Intent Keywords

These indicate someone is researching or learning more about a topic.

For events, they show early interest and awareness:

  • Event topic + industry terms
  • Event speakers/presenters
  • Location/venue details
  • Event company/organizer

Commercial Intent Keywords

These signal a user is comparing options or ready to purchase.

For events, they indicate higher intent to attend:

  • Event registration
  • Event tickets
  • Event cost/price
  • Date/time
  • Event discounts/coupons

What’s the best way to add search intent keywords to your content?

  • Study keyword research tools.¬†Software like¬†SEMrush, Google Ads, and Soovle¬†reveal popular terms people currently use related to your details. Look for informational and commercial intent keywords.
  • Leverage speaker names.¬†Prominently feature speakers’ names ‚Äď these are hot informational keywords.
  • Highlight venue and location.¬†Mention location and venue using words event-goers would search.
  • Include logistical details.¬†Registration deadlines, dates, start times, and ticket prices are important commercial keywords.
  • Go beyond your event name.¬†Don’t just repeat your name. Use other words your audience actually searches.

Get creative with questions. Turn keywords into compelling content by building FAQ list posts using the terms.

Pro tip: To determine if your content is optimized for the right keywords, put yourself in the shoes of your ideal prospect.

Search social media and Google for your event as if you were discovering it for the first time.

Does your content appear using the terms that you would use to search?

If it doesn’t, identify opportunities to better align with search behavior.

By infusing your content with strategic search intent keywords, you will meet your audience where they are already searching.

4. Offer a Hashtag Strategy to Unify Event Conversation

No marketing strategy is complete without a memorable branded hashtag.

Hashtags unite.

Use them to aggregate event-related content into one stream.

Keep your audience engaged and coming back for more.

How Do You Create a Branded Hashtag?

  1. Make it short and simple.¬†1-2 words or an acronym is best so it’s easy to remember and incorporate.
  2. Tie it to your brand or event name. Build off recognizable details attendees already know.
  3. Test it thoroughly ahead of time. Search social media to make sure no other groups are using it.
  4. Encourage early adoption. Ask speakers and influencers to use the hashtag far before your event to gain momentum.
  5. Promote it everywhere. Include it on all your materials, website, and posts.
  6. Make it visual. Design graphics and signage that integrate the hashtag.
  7. Monitor real-time. Follow the feed during your event to participate in the live conversation.
  8. Showcase it.¬†After the event, share a recap “best of” roundup of top hashtag posts.

Easy starting packages ‚ÄĘ Advanced options ‚ÄĘ Proven results

5. Curate User-Generated Content from Attendees

Don’t limit yourself to your own content.¬†

Encourage attendees to share event-related content to showcase the excitement on site.

Promote user-generated content and create opportunities for attendees to get involved.

How to Get Others to Promote Your Event?

  1. Share prompts.¬†Give suggested prompts aligned to your hashtag like “My favorite thing about [event] is‚Ķ”
  2. Run contests. Incentivize shares by offering prizes for best event posts.
  3. Schedule takeovers.¬†Allow select users or influencers to “takeover” your account during the event.
  4. Offer visual props. Provide event-branded props attendees can include in their photos.
  5. Scatter photo ops. Decorate spaces with engaging backdrops and installations.
  6. Share multimedia. Provide short video and image clips from your event for users to share easily.

What is the Best Way to Get User-Generated Content?

  • Monitor hashtags. Check your branded hashtag and relevant hashtags for top posts to re-share.
  • Use social listening.¬†Set up alerts for your event name and details to never miss viral hits.
  • Look out for standout moments.¬†Identify key sessions where you expect lots of user shares.
  • Involve speakers.¬†Ask presenters to share their favorite attendee posts related to their talks.
  • Showcase influencers.¬†Keep an eye on top users with big followings and re-share their posts.
  • Consider rights requests.¬†If re-sharing widely, consider asking permission and giving credit.
  • Give back.¬†Interact with and follow users who create top event content.

The more event-related UGC you re-share, the more FOMO you create.

It provides social proof that exciting things are happening at your event.

6. Leverage Your Speakers as Powerful Influencers

Your speakers are your biggest event promoters.

They have a loyal following who values their work and trusts their opinions.

So, ask your speakers to share event promos and invites with their audience.

Provide a media toolkit with suggested posts, hashtags, images, and videos.

Offer incentives to boost their posts. Ask them to record a personal video invite for their talk.

Have your speakers create their own Facebook event pages and make them co-hosts on the main page to reach their existing followers.

Get ready for a big turnout!

Get “The Event Success Playbook”

Our proven event planning playbook has step-by-step strategies to increase qualified leads 25%+, grow revenue, and boost engagement.

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7. Include Calls to Action to Drive Specific Results

Your social media event marketing content should motivate followers to act.

Sharing the next steps converts your audience into attendees.

What are the Best Practices for CTA Placement?

  • Highlight clickable links. Hyperlink your CTAs to make it easy for users to convert.
  • Soft sell early.¬†Take a soft sell approach at first, just asking people to “learn more.”
  • Get specific closer to the event.¬†Be direct with registration and ticket links as it gets closer.
  • Show scarcity.¬†Remind followers of limited space and deadlines to create urgency.
  • Make it visual.¬†Post images and videos of people actively registering or attending.
  • Target different segments.¬†Have CTAs tailored to interests ‚Äď speakers, networking, etc.
  • Leverage FOMO.¬†Hype unforgettable experiences people will only get if they register.
  • Retarget after event.¬†Post CTAs for recap videos, content, next year’s event, etc.
  • Watch results.¬†Track clicks and conversions from each network to double down on what works.

How Do You Track Success of an Event?

With strategic calls-to-action, your content goes beyond awareness and drives outcomes.

Key performance indicators to track:

  • Website traffic from social posts
  • Content engagement rate
  • Link clicks
  • Registrations/ticket sales influenced by promos

Testing CTAs reveals what motivates your audience.

Keep refining posts to turn interest into registrations.

8. Paid Ads Offer Another Route to Reach New Audiences

Influencer marketing is hot ‚Äď and hugely valuable for social media event promotion.

What is the Best Way to Recruit Influencers?

Influencers amplify your message to fresh new audiences.

Prospects who don’t follow you will discover and sign up through an influencer they trust.

Identify Relevant Influencers

Search social media for influencers who produce related content or work in your target industries.

Prioritize those with engaged followings in your target demographics.

Vet influencers for content quality and authenticity. Look for alignment with your brand ethos.

Craft a Compelling Pitch

Avoid mass spamming influencers with generic pitches.

Personalize outreach, explaining why you’d value their partnership.

Provide event details that would appeal to them and their audience.

Highlight unique angles like speaking opportunities, VIP access, or chances to connect.

Make It Worth Their While

Quality influencers get many partnership requests.

Make it enticing for them to choose your event.

Offer significant incentives like comp passes, paid travel, access to content, or promotion.

Appeal to their goals by showing how they can build their brand through the partnership.

Provide Shareable Assets

Don’t expect influencers to create their own promotional content.

Provide all the branded materials they’ll need.

Give them pre-written captions, event logos, images, videos, and more.

The simpler you make it, the more likely they are to participate.

Track and Attribute

Use UTM codes or unique promo links to attribute event signups and sales to each influencer.

Calculate ROI and determine your top-performing influencer collaborations to invest in again.

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9. Paid Ads Offer Another Route to Reach New Audiences

Do you feel your social media content gets lost in the noise? 

Even with great content and influencers, it can be tough to stand out. That’s where paid social ads help.

With targeted campaigns, you reach potential attendees who might not have discovered your event otherwise.

What are the Best Practices for Social Media Advertising?

Paid Search/PPC Ads

Bid on keywords people search when looking for events like yours.

Display ads alongside relevant search results.

Social Media Ads

Create dedicated ads on Facebook, Instagram, LinkedIn.

Target by interests like industry or job title.

Retargeting Ads

Remarket to users who visited your site or interacted with content.

Remind them to register with tailored messaging.

Video Views/Sponsorships

Promote your event videos or sponsor other relevant content.

Great for awareness.

In-stream/Livestream Ads

Advertise during livestreams and podcasts aligned to your industry.

Appeals to tech-forward audiences.

Precision Targeting

The key is precise targeting.

Analyze your audience, create personas, and choose criteria to reach likely attendees.

Track Conversions and Adapt

Track conversions to see which tactics perform best.

Shift budget to campaigns and audiences driving the most registrations.

Let's Break Virtual Event Ground Together

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Events that inspire action and deliver ROI.

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The future of virtual awaits. Let’s get started!

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We & Goliath is an award-winning, top 100 worldwide event agency known for increasing conference attendance by 7X and profits by 3X through beautifully designed virtual, hybrid, and in-person events. Since 1999, their team of innovative strategists and creative designers has worked with global enterprises, SMBs, non-profits, and other organizations to engage audiences and exceed expectations.

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