As many event organizers and event marketers can attest, Facebook can be a great way to promote an event, but it won’t just work for you by default.
Organizers and marketers must learn how to promote an event on Facebook, before buzz can be generated and registrations can be increased.
Fortunately, this article will provide readers with 5 principles to follow when promoting an event on Facebook.
1. Optimize Your Facebook Events Page
Maybe it seems obvious, but the success of a Facebook event promotion initiative will live or die with a Facebook events page, set it up well, and it will be easier to find success.
Choose a cover photo that’s 1920×1080 pixels. Your cover photo should feel exciting, and should be eye catching, since it will show up if attendees choose to share your event with others on Facebook.
Make sure to pick a short and memorable event name. According to Facebook’s events team, events with longer names tend to perform worse on the platform.
One reason for this might be that 54% of all users only use Facebook through a mobile device – longer titles typically won’t look good on smaller screens.
Add data to help Facebook share your event. Facebook has an algorithm that will recommend events to users based on a number of factors.
It’s important that event organizers input the correct information about where the event is being held, and when it’s starting so that the algorithm can promote the event.
Be sure to also select the appropriate event category. Popular categories include:
- and Concert.
Lastly, add tags that you think people might be searching for. In the case of SXSW Interactive, tags like “technology,” “new media,” and “entrepreneurship” would be appropriate.
Optimize your event notifications. It might be tempting to notify event attendees about event updates using a Facebook Events page, but organizers should avoid using notifications to engage with registered attendees.
According to Facebook’s own research, events that send more than a few notifications experience considerable audience disengagement, as people turn notifications off when they find them to be annoying.
2. Use A Company Page To Promote The Event
While an event Facebook page will come and go (event pages aren’t relevant after the event happens) a company page should have a longstanding following.
Event marketers should utilize Facebook company pages as a way to promote an upcoming event to an audience of people already interested in the services or products the company provides.
3. Make Upcoming Events A Prominent Part Of Your Company Page.
On the left side of all company pages is a column with various modules. One of the modules that can be moved up or down, is called “Upcoming Events.”
By simply moving this module close to the top of a company page, event organizers will be able to provide an upcoming event with more added exposure.
Facebook also gives those interested the ability to get notified about upcoming events by clicking the “Subscribe” button.
It’s also a good idea to make the “Event” tab more prominent on company pages as well. Typically, the Event tab gets hidden behind a drop down arrow that visitors need to click first.
But the tabs on company pages can be reordered to make the Event tab much more clickable.
4. Post upcoming events to the timeline.
Simply sharing an upcoming event with those who are following a company page can be a good way to generate interest, especially if shared multiple times well in advance of the event.
Organizers can also consider using Facebook’s “Preferred Audience” settings to market an upcoming event to people in a specific region, or who speak a specific language.
This can be a good tactic for those weary of inundating followers with promotional messages.
5. Share Content To Generate Buzz Among Existing Attendees
Enable existing attendees to act as evangelists.
For those who have already signed up for your event, they are excited about who else is attending and are interested in seeing the behind the scenes work that goes into executing something spectacular.
Sharing pre-event content to further excite existing attendees is a great idea because it further engages them, and because providing your most excited audience with awesome content will encourage them to share your event with their friends.
In short, sharing exciting content will help to generate pre-event buzz by giving your most loyal audience something they can use to spread the word.
With so many highly-engaged users, Facebook is a fantastic resource for event marketers hoping to generate event buzz.
Furthermore, Facebook has indicated that they want people to engage with the platform before, during and after live events, meaning that they have and will continue to invest in providing organizers with tools to create successful events.
In order to reach the right audience organizers must create a well-optimized Facebook page, they should also incorporate the Facebook Event page into an existing Facebook company page.
Using content, advertising, and embracing an omni-channel event promotion strategy are great ways to get more people interested in attending.
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