The best social media platform to promote your event

With the Covid restrictions changing all the time, social media is assuming ever-greater importance for our industry.

But which are the best social media platforms to promote our events? Before we launch the actual promotion strategy, it’s crucial that we get the answer nailed down, examining the four most popular networks: Facebook, Twitter, LinkedIn and Instagram.

We did the research based on the most reliable social media stats out there. In this blog we’ll take a look at all the major metrics for you.

As a TL;DR, we’ll be covering:

There’s little doubt who’s the daddy here, is there?

So, if you just want sheer quantity of leads and aren’t necessarily bothered by the quality, Facebook remains the benchmark. But, as all event planners know, we need to think about the who, how and when as well as the how many.

Let’s drill down into these variables into a bit more detail.

So, if you think LinkedIn is an automatic gateway to the C-suite, you might want to think again. Facebook and Insta might be just as likely to give you the access you seek.

If you’re surprised about the age demographics of the respective social networks, you’ll probably be surprised by this, too.

So Facebook wins again, right?

Well, let’s take a closer look, and consider the amount of people who are actually engaging with the posts they see.

So if you’re all about generating debate around your event, encouraging potential attendees to advise and encourage one another, LI might actually be your best bet.

When placing events on social media, event marketers will naturally be thinking of the bottom line. Even before they start the publicity process, they’re focusing on the end result. And why not? That’s what keeps food on our tables, after all.

The final category in our guide is slightly more subjective and amorphous than the rest. But it’s arguably the most crucial factor of all: if your message doesn’t fit your platform, it will likely fall flat.

Conventional wisdom has it that Facebook and Instagram are more about short, punchy, visual posts, while LinkedIners generally favour content with plenty of factual information. In general, this still holds true.

Twitter? Well, where do we start? If every ‘how to write a successful tweet’ guide had been written down on paper rather than published on the internet, they would have accounted for an entire rainforest. Some suggest providing short, media-rich content; others think it’s important to use the full character limit and provide as much info as possible. In reality, however, it’s quite simple. The best tweets are the ones which are conversational and interactive. Event planners should use it to create conversation, rather than simply awareness.

Well, based on all this information, we’d suggest that Facebook and LinkedIn should be the pillar of any good event promotion strategy. Use FB to generate a punchy, visual buzz around your event; use LI to explain it in more detail and provide relevant, value-adding information around it.

We’d certainly encourage you to use Insta and Twitter, too. Insta can provide the shop window to your event; Twitter can give you the watercooler, the place where you generate debate. They might not be as important as Facebook and LinkedIn, but they certainly have a role to play if deployed properly.

Ultimately, however, a well-crafted strategy will consider all the options: in these trying times, no stone should be left unturned.

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