Social networks are one of the most powerful tools to promote an Event. Learn how to promote the event on Facebook in four steps.
Step 1. Preparing Facebook Event
Fill in all the information, make clear descriptions, add ticket links. Mind other important fields – venue, date, time, event category and keywords.
|Cover||Cover size: 1920×1080 pixels.|
|Event name||Shorts and clear, recommended size – 45 symbols.|
|Description||Simple and laconic, about 500 -1500 symbols.|
|Tickets||Ticket link. Do not forget to shorten links.|
|Hosts||Add all co-hosts so that Facebook recommends your event to more users.|
|Keywords||Topic, genre and other tags that help Facebook recommend your event. For example,«concert», «music», «sport» etc. Put them into description.|
|Posts moderation||enable this option to avoid spam messages. Moreover, you will be able to control the content other members of the event try to post.|
|Events Tab||Place “Events” tab at the top of your page so that users can easily notice it. To manage tabs or change Page Template go to: Your Page > Settings > Edit Page > (Scroll down to Tabs list)|
Read more information in our guide.
Step 2. Content posting
Keep people interested in the event to motivate them to buy tickets. Publish posts 1-2 times a week at the beginning of the promotion and try to make posts daily or every other day 1-2 weeks before the event.
5 obligatory post types:
- Reminders that show days before the event start and price changes. It motivates people to buy tickets.
- Performers. It’s good practice to explain what each of the performers is famous and unique for, and why people should attend the event: their work, interviews, previous performance videos.
- Ticket categories (group packages, VIP, sales, promo codes, pre-sales etc.) and ticket prices and price changes. Let people know about the number of tickets left.
- Event agenda. For example: set-lists for a concert, lists of activities for a business meeting, or lists of stages for a musical festival.
- Venue. Location, special considerations, driving directions, tips for selecting tickets, parking, etc.
Read about more ideas what to post.
Step 3. Attracting responders
Distribute information about your event at your page, launch ads.
|Co-Hosts||The more co-hosts an Event has, the more Facebook will recommend it to its users.|
|Friends||Invite friends to your Event|
|Posting||Beside your own page try to post information at co-host pages, in groups with similar topics and events relevant to yours.|
|Calendar||Add the events calendar at your page. The post will include only 3 closest Events.|
|QR-codes||If you promote Events off-line (posters, billboards) use QR-codes. Due to these codes users can subscribe to your Event updates.|
|Contests||A contest for subscribers can raise audience engagement. But mind strict Facebook rules.|
How to launch Facebook ad by your own.
- choose Ad type
- Choose audience
- Choose interests for Event Response ad
- choose ad placements
- calculate the budget
- Make creatives
Learn how to launch ad in a couple of clicks on Tendee.io.
Step 4. Reading the Facebook metrics. Working with metrics
The metrics show which parts of promotion are working effectively and which parts need correction.
5 tips how to work with metrics
- Make decisions using metrics.
- Monitor metrics over time instead of just relying on the final count.
- Monitor metrics on a regular basis, at least once a week.
- Start with the general metrics.
- Analyze what’s working and what’s not in content and advertising. Improve.
What main metrics should be checked:
- The number of new responders.
- The number of LP views.
- The number of sold tickets, registrations, clicks.
- Cost per action (purchases, clicks, event response, registration etc).
- The number of times your ads were shown. (It helps to understand if your ad campaign has impressions or not)
- Spent budget. It’s important to control ad costs.
More information about Facebook Event promotion you can find here.
Are you promoting Facebook events in a different way? Write about the points we’ve missed and share your interesting case in the comments!