Platform-by-Platform Guide
Each social media platform has different strengths for event promotion. Understanding these differences helps you create content that performs well on each.
Instagram is the strongest platform for event promotion. Use Stories for countdowns and behind-the-scenes content, Reels for short promo videos, and your feed for polished event graphics. Always include a link to your Tickts event page in your bio.
Create a Facebook Event linked to your ticketing page. Facebook Events still drive significant discovery, especially for local events. Share the event to relevant local groups and encourage attendees to invite friends.
Content Ideas
- Countdown posts building anticipation
- Behind-the-scenes preparation content
- Testimonials from previous attendees
- Sales milestone announcements
- Last-minute availability alerts
- Post-event highlights to build demand for next time
Platform-Specific Strategies
Instagram: Visual storytelling wins on Instagram. Post behind-the-scenes preparation shots, performer announcements with their photos, and user-generated content from past events. Stories and Reels get higher reach than static posts. Use local hashtags (#LondonEvents, #LiveComedy, #NonLeagueFootball) to reach people searching for events in your area.
Facebook: Create a Facebook Event for every event you run. This is non-negotiable — Facebook Events are still the most effective social media tool for local event promotion. Invite your page followers, ask attendees to invite their friends, and post updates to the event page regularly.
Twitter/X: Best for real-time content and engagement. Live-tweet events, respond to mentions quickly, and join local conversations. Short, punchy posts with direct ticket links work better than lengthy descriptions.
TikTok: Short-form video content. Event highlights, funny moments, performer clips, and behind-the-scenes content can reach far beyond your existing audience. The algorithm favours entertaining content regardless of follower count.
Content Calendar
Plan your social media content in advance:
- 4 weeks before: Event announcement with ticket link
- 3 weeks: Performer/lineup spotlight posts
- 2 weeks: Social proof — ticket sales numbers, testimonials, previous event content
- 1 week: Urgency messaging — "only X tickets left," "this time next week"
- Day of: Final push and practical info (doors, parking, set times)
- After: Thank you post, highlights, next event announcement
Frequently Asked Questions
How much should I spend on social media ads?
Start with £20-50 per event targeted at people within 15 miles of your venue. Test different ad formats (video vs image, different messaging) and increase spending on what works. For grassroots events, organic content and community engagement often outperform paid ads.
Should I be on every platform?
No. Pick 2 platforms where your audience is most active and do them well. Spreading yourself across 5 platforms poorly is worse than dominating 2. For most UK event organisers, Facebook and Instagram cover the majority of their audience.
Creating Shareable Content
The most effective social media promotion happens when your content is shared by attendees, performers, and fans — not just posted by you. Create content that people want to share:
User-generated content: Encourage attendees to post about your events with a specific hashtag. Repost the best content (with permission) to show real fan experiences. User-generated content feels more authentic than branded promotion.
Behind-the-scenes: Show the work that goes into creating your events — sound checks, venue setup, team meetings, last-minute preparations. People are fascinated by behind-the-scenes content, and it builds appreciation for what goes into putting on a great event.
Short-form video: 15-30 second clips of the best moments from your events. Crowd reactions, performer highlights, funny moments, and atmospheric shots. These perform well on every platform and are highly shareable.
Engage with your community, not just your audience. Comment on other local accounts, share relevant content from your area, and participate in local conversations. Social media is social — the more you engage with others, the more they engage with you.
