Building a Social Media Presence
Consistent social media activity between events is as important as event-specific promotion. Build a following by sharing content regularly: behind-the-scenes updates, throwback photos, industry news, and community stories.
Content Calendar
- Daily — stories, polls, quick updates
- Weekly — feature post about upcoming events
- Monthly — longer form content, blog shares, reviews
- Event week — daily countdown, final push, last tickets
Platform Tips
Instagram: Visual platform. Use Reels for short promo videos, Stories for behind-the-scenes, Feed for polished event graphics. Always link your Tickts page in bio.
Facebook: Create Events, share to local groups, use Facebook Live for pre-event buzz. Best for reaching 30+ demographics.
TikTok: Growing rapidly for event discovery. Short, authentic clips perform best. Great for reaching younger audiences.
Choosing Your Platforms
You do not need to be on every platform. Focus on where your audience actually spends time:
- Instagram: Best for visual content — event photos, short video clips, stories, and reels. Strong for reaching 18-40 year olds. Use local hashtags and tag performers and venues.
- Facebook: Still the strongest platform for event promotion. Facebook Events drive significant ticket sales, especially for local events. Facebook Groups for your area are goldmines for reaching interested people.
- Twitter/X: Good for real-time updates, live-tweeting events, and engaging with local community accounts. Less effective for direct ticket sales but builds awareness.
- TikTok: Growing rapidly for event promotion, especially for music and comedy. Short-form video content can reach huge audiences organically if it resonates.
Content That Sells Tickets
Not all social media content directly sells tickets, but all of it should build towards ticket sales over time:
Direct sales content (30% of posts): Clear calls to action with ticket links. "Tickets on sale now — link in bio." "Only 20 tickets remaining." "Early-bird pricing ends Friday."
Social proof (30% of posts): Photos and videos from previous events showing full rooms and happy attendees. Testimonials and reviews. "200 fans joined us last week — join them this Saturday."
Behind-the-scenes (20% of posts): Setup progress, performer announcements, team introductions. This builds anticipation and makes your audience feel connected to the event.
Community content (20% of posts): Sharing related content, engaging with local accounts, celebrating your community. This builds goodwill and keeps your account interesting between events.
Timing and Frequency
Post consistently, not constantly. 3-5 times per week on your main platform is sustainable and effective. Increase frequency in the week before the event when urgency is highest.
Best times for engagement vary, but evenings (7-9pm) and lunchtimes tend to perform well for event-related content. Experiment and check your analytics to find what works for your specific audience.
Frequently Asked Questions
Should I pay for social media advertising?
Paid advertising on Facebook and Instagram can be very effective for local events. Even £20-50 targeting people within 10 miles of your venue can significantly boost awareness and ticket sales. Start small, measure results, and increase spending on what works.
How do I grow my following?
Consistency, quality, and engagement. Post regularly, share content worth seeing, and actively engage with comments, other local accounts, and community groups. Growing from 100 to 1,000 followers takes time but compounds — each follower shares your content with their own network.
What if I am not good at social media?
You do not need to be a social media expert. Authentic, honest content from grassroots organisers outperforms polished corporate posts. A genuine photo of your venue with a heartfelt caption about your next event is more engaging than a slick graphic. Just be yourself and share what excites you about your events.
