Event Marketing 101: How to Keep Attendees Engaged Before, During and After Your Event

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by Rachel Grate

Taking an event from idea to sell-out is no easy feat.

And half the battle of organizing an event is marketing it.

When it comes to the marketing channels that drive attendance, hype, and engagement, social media is right near the top. Best of all, social media event marketing isn’t as time-consuming as you may think.

You can do it! One of the greatest feelings in the world is walking into one of your own events and seeing it jam-packed with people. Social media can help get you there.

When it comes to social media event marketing, that means knowing what to post and where to post it in order to reach potential attendees. We’d love to help by sharing our biggest lessons. To discover which types of posts event-goers engage with most, our team at Eventbrite looked at over 25 million social media event posts to see just how people tweet, snap, and share about events online.

For pro insights on how to use social media for events,
check out Eventbrite and Buffer’s guide to social media event marketing >>>

Social media event marketing: Here’s what people are talking about before, during and after events

We studied more than 25 million social media posts sent by organizers and attendees of 50 of the most popular events over a full calendar year, July 2013 to July 2014. These events included everything from music festivals (Bonnaroo) to endurance races (Tough Mudder), and we captured relevant tweets by keyword, hashtag, and Twitter/Facebook handle.

In particular, we looked at what people were talking about before, during and after events. And we found some surprising trends and some concrete takeaways for event organizers’ social media strategy.

Our top takeaways were:

  1. Nearly as many people are talking about an event before the event as they are during
  2. The largest amount of social media updates were quotes and multimedia shared during the event (36% of all updates)
  3. Top strategies included: Teasing the speaker lineup, providing a photo booth, creating quotes as multimedia

There was a lot of additional data and takeaways from this study, all of which we’ll be thrilled to share below. The data, originally researched through July 2014, still feels quite valid and accurate given what we’re noticing today with social media events; our current research and monitoring shows the same strategies and topics dominating the conversation.

These types of evergreen takeaways for event marketing suggest some solid strategies that have worked for companies big and small for many years.


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