Your event is coming up, and you want people to be buzzing about it long before the doors open. Enter your secret weapon: social media. When done right, social media can turn casual interest into real excitement and last-minute registrants into eager attendees. It doesn’t just promote your event – it builds a community eager to be a part of the experience.
Here’s how you can use social media to create buzz and boost engagement before the big day.
1. Pick the Right Platform
Not all of today’s social media platforms are created equal, and different audiences prefer different spaces. For professional events, LinkedIn is your best bet for networking. Instagram and TikTok are great for visual storytelling, while Facebook and X (formally Twitter) work best for real-time updates and discussions. You don’t need to be on every platform to be effective. Choose the ones that align your audience, and focus your efforts there.
2. Create a Content Plan
A well-planned content strategy is the surest way to keep your audience engaged. Start by creating a content calendar with key dates and themes leading up to the event. Mix up your posts to keep things interesting.
- Behind-the-scenes looks – Give sneak peeks of the venue, setup, or planning process.
- Speaker and exhibitor spotlights – Feature short interviews or fun facts.
- Exclusive reveals – Share early glimpses of the agenda or special surprises.
- User-generated content (UGC) – Repost excited attendees who are talking about the event.
3. Create Hashtags to Get People Talking
A strong event hashtag makes it easy for people to find and join the conversation. Keep it short, memorable, and relevant to your event. Encourage sponsors, speakers, and attendees to use it in their posts. You can also create fun variations, like a countdown hashtag or a content-related tag.
4. Run Contests and Giveaways
Who doesn’t love free stuff? Contests and giveaways are a great way to boost engagement. A few fun ideas:
- A “Tag a Friend” contest for a chance to win free tickets.
- A challenge where participants share why they’re excited about the event.
- A photo contest using your event hashtag.
These types of promotions get people sharing and spreading the word for you.
5. Go Live to Build Hype
Live video creates instant engagement, and brands are increasingly turning to platforms like LinkedIn Live, Instagram Live, and TikTok to create immersive pre-event experiences. Host Q&A sessions with speakers, stream behind-the-scenes footage or do countdown updates as the event gets closer. Keep the energy high by answering questions and giving shout-outs to participants.
6. Team Up with Influencers and Partners
Leverage industry influencers, speakers, and sponsors to expand your reach. Ask them to post about the event, share your content, or even host a takeover on your social media for a day. Their followers trust their recommendations, making this a great way to bring in new attendees.
7. Use Paid Ads to Reach (And Attract) More People
Organic reach is great but paid social media ads help you target the right audience. You can reach potential attendees based on their interests, job titles, location, and more with boosted posts and event ads. Pro tip: Retarget past attendees to remind them why they should come back. Even a small budget can make a big impact!
8. Track Engagement and Adjust
Social media is all about testing and learning. Monitor what’s working by tracking likes, shares, comments, and clicks. If one type of post is getting a lot of engagement, lean into it. If another isn’t performing well, tweak your approach. Or, try A/B testing different captions, visuals, and posting times to see what resonates most with your audience. The key is to stay super-flexible and adjust your strategy based on the real-time feedback you get from attendees and guests.
The Final Countdown: Build the Buzz, Pack the House
Leveraging social media to promote your event is all about creating an experience that builds excitement before the doors even open. With the right strategy, your audience will stay engaged, excited, and ready to show up.
Want to see these strategies in action? Join us (and the best of the best) at The Event Planner Expo this October! This is your chance to network with industry leaders, discover top vendors, and learn cutting-edge event marketing techniques from the best in the business. Whether you're looking to elevate your events, spark new collaborations, or gain fresh insights, this is the place to be. Don't miss out – get your tickets today and be part of the ultimate gathering for event professionals!
