I recently wrote an article about 5 event trends in 2017. It should come as no surprise to anyone that using Social Media for (including during) your event was included in that list.
It’s not so much that the use of Social Media itself was included as the trend. Rather, what we’re starting to see these days are the many different ways event organizers are adopting the use of Social Media for their events. It’s now about the what, where and how we’re utilizing these social channels.
See, the truth is that Social Media has become so much apart of our culture that you could go as far as to say that it influences our culture. Tell me the last time you’ve walked down the street, went out for some drinks or even taken public transit without seeing someone (if not almost everyone) pull out their phone over and over again.
Heck, I’m guilty of it. In fact, I’ll be the first to admit that.
As a marketing professional, one of the most important things to understand and get familiar with is who your audience is and where you can find them. Insert Social Media. It’s where our attention spans (as little as they are these days) are. It’s where our ‘friends’ are and where we converse with them. And it’s where 90% of the content we consume exists (Yes, I made that number up.. but you get the point). End of discussion.
So we’ve agreed on that part. Now it’s all about the what, the how and the where.
Below are 3 ways event professionals (and marketers) can better their social efforts for their events:
Curating content for Snapchat Stories is not only a great way to build brand equity and increase your reputation during the happenings of the event. It’s also a great way to build some hype leading up to your event with ephemeral messaging, creating a sense of urgency and desire for those who come across your content.
How do you do this?
It’s simple. You’ll want to slowly (but surely) give your audience a little ‘tease’ of certain things they can expect to see if they attend your event. This can be something along the lines like a confirmed music line up, a new restaurant vendor, a confirmed keynote speaker, and anything else that will ‘hook’ them, so to speak.
And how about during the event? Well, during the event, go crazy! Show them that they made the right decision going to your event and on the flip side, the wrong decision for deciding to skip out on this one. In this case, there’s nothing wrong with trying to instill a little bit of regret in them.
If you’re lacking in video content and need some new flare to your strategy, give Snapchat a try. It can be an incredible way to curate compelling and creative content, something we all live for.
Tip: If you decide to test out what I mentioned above, try posting to Snapchat first, giving that audience the first look at what it is you have to offer. If you’re trying to build a Snapchat audience, this is a good way to entice people to follow you as they’ll know they will be the early adopters of what it is you’re sharing.
2. Instagram Stories
The great debate between Snapchat and Instagram Stories lives on, rightfully so. The difference between the two (in my opinion) is this: Snapchat can be used in more settings and is much more creative by a long, however Instagram Stories is quick, to the point and allows you to leverage an existing follower base.
Now although Snapchat offers more options and alternatives to creating creative content, I’m personally leaning towards Instagram Stories on this one. The only reason for this however, is because I have already established and built a large following on Instagram, so leveraging this audience and delivering content to thousands of people is much easier and I already know it’s effective based on my follower community.
My advice and tips for using Instagram Stories before and during your event would be the exact same as the execution on Snapchat. Make it fun, exciting and at the end of the day, make sure it’s something you would watch yourself.
If you’re able to manage it, try posting the same content (videos, pictures, etc.) between the two and see which of them yield a greater return for your efforts. Once you figure that out, stick to it and run with it!
3. Facebook Live
With recent changes (there’s a lot of them!) to their algorithm, Facebook has openly admitted that they now heavily favour the use of video content. Especially when it’s native to their platform. Which makes live-streaming a great alternative for creative and compelling video content on Facebook.
A very important thing to keep in mind when it comes to any type of live-streaming is that it’s LIVE! The margins for errors, mishaps and not delivering quality content massively multiply. But when done right, you’ve nailed something that your followers and their friends will surely take an interest in. They’ll probably even give you some of those little red floating hearts ❤️️ you’ve been so keen on getting.
Tip: If you really want to make an impression and deliver a solid message, then think of live-streaming as a TV show, whether it’s an action-filled show or a news segment. The common thread here? Delivering something that is interesting, relevant to your followers/audience and is NOT misleading.
A very cool thing about Facebook Live is that these videos remain on your wall/page as your video content after the live-streaming is all said and done. This can be ideal if you want to repurpose content to those who missed out on the live-stream or even if you want to re-live these experiences for yourself. And if you don’t like how the videos turned out? Delete them.
Well, there you have it, 3 ways to effectively engage your audience for your event whether it’s before, during, or even after. I hope you take some of these suggestions and tips into consideration and try them out for yourself.
Until next time,
Brüha is a local entertainment discovery & ticketing provider changing the way people interact with their local community, discover events and purchase tickets. Buy and sell tickets for upcoming events using Brüha. With the implementation of IBM Bluemix cloud based technology, Brüha’s user experience and unique filtering capabilities make it easy to find specific categories, dates, admission price range, moods and even recommended listings. Whether you are a tourist visiting a new city or a local resident, Brüha provides a one-stop-shop that allows you to stay connected to your city.
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