Social media strategies for effective event marketing

Table of contents

1. Why social media matters for your next event
2. Pre-event: building interest and attendance
3. During the event: engaging guests in real time
4. After the event: keeping the conversation going
5. Tying social media into your whole marketing plan

Why social media matters for your next event

Are you an event planner looking to boost brand awareness and simplify event management? Bringing social media into your marketing plan for an event is now a must. Social media puts you in direct contact with your target audience. It’s a powerful tool for promoting your events and keeping attendees informed and excited—both before and after event day.

Leading a strong event marketing strategy means more than posting in just one place. Today’s approach blends marketing tools like paid advertising, search engine reach, email marketing, and blog posts into a single, easy-to-manage plan. If you only make an event page on Facebook or Instagram, you’ll likely miss out on much of your audience. Instead, use blog posts, create social media posts that make people stop and look, and adjust your message based on what your target audience actually wants. When you talk with your community instead of just talking at them, you build real connections. This opens the door to growing your reach and running effective event marketing that delivers results.

Pre-event: building interest and attendance

Before your event, your main goal is to get people talking and signing up. This part of your event planning is key to finding your target audience and making your event stand out. A clear marketing plan and the right marketing tools can turn curious online viewers into people who join in and become loyal fans.

Here are some ways to use your marketing channels before the event:

• Plan a steady flow of content: Map out blog posts, email marketing updates, and social media posts on a calendar. Begin with a “save the date” post, then share big news like speakers, music acts, or vendors as your event date gets closer. Use your different marketing efforts to keep your event on your audience’s radar.
• Ask your community to share their own stories: Invite people who joined your past events to post their photos or favorite moments using your official hashtag. When you ask attendees to share memories, you help build trust, expand brand awareness, and show new people what your event is about.
• Hold simple contests and giveaways: Use your social media channels to give away tickets or run contests—like asking people to tag friends for a chance to win. This approach gets more people engaged and helps you reach more of your intended audience, especially when you add in paid advertising or work with local influencers.
• Share behind-the-scenes updates: Show what it takes to put the event together—whether it’s a short video with your crew, setting up tents, or sampling food from a vendor. When you give a peek backstage, it gives your event marketing strategy a real, human touch.

During the event: Engaging guests in real time

When your event kicks off, social media becomes your top marketing tool for keeping attendees involved and sharing the event with others who couldn’t come. Having a real-time social media presence can turn an ordinary event into one your guests remember—and talk about—long after it wraps up.

Try these ideas to boost engagement during your event:

• Go live: Use live video on Facebook, Instagram, or other social media channels to highlight live music, guest speakers, or any big moment. These live streams bring more brand awareness and help people who aren’t at the event feel included and connected.
• Watch your hashtags and mentions: Make sure someone on your event management team is ready to respond fast to attendee questions or posts. This creates a friendly, active space where people feel heard and supported.
• Set up photo spots: Create bright, simple backdrops or signs where guests can take selfies. Every photo posted and shared helps with promoting your events and adds to your effective event marketing.
• Keep attendees in the loop: Share schedule changes, parking tips, or special deals right on your main social platforms. Quick, clear updates ensure everyone stays informed and enjoys the event without hassle.

After the event: Keeping the conversation going

Your marketing efforts shouldn’t stop when the last guest leaves. After the event, stay connected to build loyalty, collect feedback, and get ready for future events. Good post event strategies can help with ongoing event planning and keep your audience excited to come back.

Here’s how to stay active after your event:

• Thank your attendees: Post a video, photo gallery, or story thread highlighting fun moments and thanking guests, staff, and sponsors. Doing this grows brand awareness and encourages people to share their own snapshots.
• Ask for feedback: Post-event surveys (shared by email marketing or social media posts) let you find out what went well and what you can make better next time. Tell guests how their comments shape future event planning and show you care about improvement.
• Announce the next event early: Use your email marketing list and all your channels to share the dates for next year’s event or offer discounted early bird tickets. This helps keep your target audience engaged and brings in sign-ups while excitement is still high.

Tying social media into your whole marketing plan

Great event marketing strategy links everything together—not just social media, but all marketing channels and marketing tools. Combine your posts with email marketing, optimize your website for search engine results, use paid advertising when it makes sense, and publish regular blog posts to reach more people.

When you bring all your marketing efforts together, you share a clearer message, keep the momentum high, and reach your target audience again and again. Don’t forget to use analytics and targeted marketing tools to measure which campaigns or marketing channels bring in the most tickets or shares. The most effective event marketing plans unite audience insights, useful content, and outreach that feels personal.

Use these adaptive strategies to create an event marketing plan that changes with your audience, boosts brand awareness, and helps you make every event a bigger success than the last.