How to promote events on social media
Posting about events can be tricky one, because it can feel like we really need to push events and post lots and lots to make people come – so it’s a hard sell to say ‘post less but better’.
Ideally, your events programme will be set up and planned and all of your events will be online at least a month in advance. That’s not always the case, but have the framework for the ideal sorted and then you’ll find it easier to mitigate against last minute things.
Framework for events posting
1.Make sure the event is live on the what’s on section of our website, and make sure the image is representative.
2. Only then, post on social media. Don’t change your tone of voice!
3. Use Linktree on Instagram to link to more information about your event.
4. Don’t ever post more than 1 post in a row about your event: spread them out, and make sure the content and the image is different every time – like a meeting with an artist you’re about to work with, then a short video of someone hanging up the decorations for a preview.
Not: Come to this event at this time
Instead: Here’s Meg, prepping the bubbly for tonight’s preview
5. If your event hasn’t sold as many tickets as you were hoping, speak to the audience development team about any paid advertising or post boosting that can be done. Boost posts, instead of posting more.
6. Think about what other digital channels you can use, rather than just pushing on social media – make it a rounded campaign by surfacing it on relevant pages of our website, and include it in an email newsletter slot. Again, speak to the Aud Dev team about this.
7. Take photos at the event, or ask someone there to! If that’s not possible, make sure that how to share posts is visible to your guests. This will be really useful for future promotions, if the event is likely to happen again.
The key to events posting is not to fall into the trap of only asking followers to do things involving your event.