Creating Instagram-Worthy Events: Top Insights for Generating Social Media Buzz

January 13, 2025 Mario Stewart

https://pixabay.com/illustrations/instagram-likes-social-media-7486922/ Image by Insta Like USA from Pixabay

Are you looking for a Golden Goose that will help you generate social media buzz and deliver a nest full of NYC event ticket sales? Instagram may not be magical, but it will help you attract attendees to your NYC event. Users are turning to social media to find concerts, conferences, and everything in between. Instagram, especially, stands out as a social media platform of choice for attendees and marketers. In this article, we’ll share our top insights for using Instagram to generate social media buzz for your NYC event.

Engagement Is the Name of the Game When It Comes to Instagram

Generating social media buzz on Instagram is all about engagement. You want your posts to collect hearts, comments, and shares galore. Having a high follower count is important. But it’s engagement that will push Instagram’s algorithm to your side.

And Instagram is a powerful marketing ally. True, it takes third place in terms of popularity, with Facebook and YouTube taking first and second, respectively. But don’t let that third-place ribbon fool you — Instagram is a marketing powerhouse. Consider the following.

  • 70% of consumers turn to Instagram to discover new products (including NYC event tickets), according to Instagram data.
  • Instagram is the undisputed, most effective platform for influencer marketing, according to Sprout Social.
  • Two out of three people use Instagram to connect and communicate with brands, according to The Social Shepherd.

Lay the Groundwork for Instagram Success

Put down your mobile phone. Gently step away from the Share button. Slow and easy, now. Before you set off on a posting frenzy, you have to lay the groundwork for a successful marketing campaign for your NYC event.

Develop your event’s persona (hint: your event’s persona has a lot in common with your ideal customer). Make a list of personality traits your social media marketing campaign will embody. Then, create a list of words you’ll use in your marketing content to capture your event’s vibe.

Create Goals and KPIs. At the risk of sounding like your middle school gym teacher, we have to remind you that if you aim for nothing, you’ll hit it every time. Instagram marketing campaigns that generate social media buzz always begin with clear goals and targets.

Invest in tools that will give you insight into your social media marketing campaign’s performance. The right tool will tell you valuable, real-time information about your campaign’s reach, impressions, hashtag performance, and more.

Understand Instagram’s Audience

About 60% of Instagram users are between 18 and 34 years old, and, overall, users are almost evenly split between men and women. We’ll even venture to say that Instagram users who are a bit older are young at heart, meaning they’re creative and comfortable with technology and new ideas. All of this is to say that your event’s Instagram posts should be imaginative, genuine, and visually striking to appeal to your Instagram audience.

Use a Handful of Relevant Hashtags That Pack a Punch

Using the right hashtags will help get your posts seen. That doesn’t mean you should squeeze a gazillion hashtags into your Instagram posts. Doing so will annoy your audience and put you on the wrong side of Instagram’s algorithm. Instead, choose a handful of hashtags that are exceptionally relevant to your event and target audience.

Hit Up Your Audience for User-Generated Content

According to Sprout Social, 70.4% of people use Instagram primarily to post photos and videos. Scratch their itch to post photos and more by inviting your audience to submit user-generated content. There are several ways to encourage your peeps to share UGC.

  • Put on contests asking users to share photos of them enjoying your branded merch or dressing up in a costume following your event’s theme.
  • Put on a video challenge asking users to share their favorite moments.
  • Create plenty of Instagram-worthy photo backdrops at your event.
  • Ask, ask, ask.

Be Entertaining

We know, it’s easier said than done. However, being entertaining should be a top-tier goal for your NYC event’s Instagram posts. Sprout Social also says that almost 70% of Instagram users are looking for funny or entertaining content. So, give them their fill of fun content.

  • Share behind-the-scenes content.
  • Create amusing memes that pull from pop culture.
  • Share candid photos of attendees having fun at previous years’ events.
  • Share unguarded photos of event staff, speakers, and organizers.
  • Share videos showcasing your event’s performers or speakers.

Use Paid Ads

According to Data Reportal, 62.3% of users use Instagram to research brands and products (including event tickets). That makes Instagram paid ads a worthwhile investment for your social media marketing dollars. We even have a pro tip for you to get you started: use video ads, which have three times more engagement than photos, according to Social Pilot.

Use Reels to Post Video Content

Instagram piggybacked off of TikTok when they rolled out Reels — and to great success. According to social media marketing firm Growthoid, engagement on Instagram Reels is 22% higher than standard video content. Sprout Social backs up Reels prominence by reporting that Reels has the highest engagement rate among content types on Instagram.

When it comes to posting video content on Instagram, it’s always best to opt for genuine over blockbuster. Smartphone videos have a higher engagement rate than professionally recorded videos. So, save the video production company for event promos on YouTube, and break out the selfie stick to create content for Instagram.

Keep Your Event’s Instagram Stories Short

Instagram Stories is still an important piece of the puzzle when it comes to your event’s social media marketing strategy. Give your event’s Instagram Stories the best chance for success by keeping them short with a mix of videos, photos, and text. Focus on creating a compelling narrative to hook your audience. Stories that feature quizzes and polls are also popular with users.

Learn More Instagram Marketing Insights at The Event Planner Expo 2025

Instagram is the ace in your pocket that will deliver social media buzz and increase ticket sales. Hashtags and Instagram’s algorithm make it easy for potential attendees to find your NYC event — as long as you follow these top marketing tips. You can learn even more and take your Instagram marketing game to the next level when you attend The Event Planner Expo. There, you’ll be able to learn from industry leaders how to market your events and more. Buy your tickets today!

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