How long do you think you spend on Instagram each day?
2023 saw 1.3 million Instagram users, which will increase to 1.5 million in 2027.
What does this mean for event organizers?
It’s a huge opportunity to grow your audience and attract more event attendees.
In all the excitement of planning an event, figuring out how to get your one post across in a sea of millions can feel a little… impossible.
But that’s where you need a good plan. A plan that works.
We’ve brought together years of experience in promoting events through Eventbrite’s dedicated platform in this guide on how to promote events on Instagram.
9 Examples of posting events on Instagram
Pre-event: Using Instagram to drive interest and create ticket sales
During the event: How to use Instagram on the day
Post-event: Drumming up followers for next time
How to add a reminder to an Instagram feed post
Pre-event: How to promote an event on Instagram
In the lead-up to your event — around six months before the big day — your Instagram marketing goal is simple.
Drum up interest for your event, spread the word, and convert all of that excitement into ticket sales — so all of your posts at this stage should have a CTA to buy tickets, plus details about the event.
Let’s explore four tips on how to promote an event on Instagram that can expand your reach and get people excited.
1. Use real-life imagery to stop the scroll
The first step is to grow your audience on Instagram by posting engrossing content — and lots of it.
When promoting events on Instagram, lean into real-life images to grab attention. This includes shots of real people, in the moment, doing real things.
Check out this Instagram event post example from The Color Run:
See how they really transport you into the event and maybe even tap into a bit of FOMO?
That’s the kind of content that will compel viewers to buy tickets.
Compare that to a designed image like this one:
Unsurprisingly, the difference in engagement stats between these two IG posts says it all.
The live photo got 962 likes and five comments; the second image got just 212 likes and zero comments.
2. Keep event hashtags short, unique, and memorable
Hashtags are a no-brainer for promoting Instagram events.
However, many event organizers use the wrong hashtags or too many.
Here’s our advice:
- Keep your event hashtag short
- Keep the number of hashtags between three and five per post
- Make sure it’s unique so that only content related to your event shows up
- Try to make it memorable so it’s easy for attendees to recall it before, during, and after the event
3. Partner with creators and influencers to leverage social proof
Partnering with an influencer is an excellent way to market events on Instagram, as it taps into the principles of persuasion:
- Social proof: We’re more likely to take action if we see others like us doing it.
- Authority: We’re more likely to be convinced to take action by people in positions of authority, power, or leadership.
Additionally, partnering with a well-seasoned creator can help take some of the load off your plate by providing you with ideas to market your event. Not only that:
- Influencers can drive trust and credibility in your brand (which is vital if you’re asking people to hand over their money for tickets)
- Influencers can post about your event to reach their followers (increasing your reach)
Plan and market an event that stands out on Instagram
4. Increase your reach with a contest or giveaway
Instagram ads can work. But for a less costly approach, consider running a giveaway to help get the word out — such as giving away free tickets in exchange for a like and tag to expand your online reach.
Check out this Instagram event post example from The Malcolm Jenkins Foundation, promoting an upcoming football game.
This giveaway prompts followers to tag three friends in the post and follow their IG page, allowing the brand to tap into existing followers’ audiences for the mere cost of two tickets.
Pro tip: Add a brief “In the meantime, you can register for email updates” to your post copy to boost conversions.
Knowing how to promote your event on Instagram effectively with these tips can help you use your limited time effectively to drive ticket sales.
During the event: How to use Instagram on the day
Next question:
How do you promote an event on Instagram on the day of?
Answer:
On the event day, use Stories and live videos to answer FAQs, share urgent updates, and get anyone on the fence motivated and moving (and snapping up those final tickets). You can run a last-minute sale if you’re struggling to sell the last tickets. For example, you could offer those with a ticket to bring their friends for half the price.
5. Share a live broadcast of the event
Live Stories should form an integral part of your event strategy for the day of.
Here are a few tips for using Live Stories:
- You can schedule the time in advance
- You can then save the live video to add to your posts for future events
- You can invite guests (it might be a good opportunity to invite an influencer or influential figure to the event)
Remember: Instagrammers are inspired by visual content taken at local businesses and experiences in their communities. A third of the most-viewed Stories on Instagram come from businesses.
Bring your event influencer marketing to life online with photos, live and recorded videos, and Instagram Stories that give your followers and potential followers a colorful glimpse at the action.
6. Go behind the scenes on your story
Use Instagram stories to give attendees a sneak peek into what goes on behind the scenes, especially if you’ve still got tickets to sell.
Share stories about setting up and preparing the event itself.
Get a look at this Instagram event post example, which shows eventgoers that a lot of hard work — and a lot of hard-working people — goes into making a successful event.
Not only is this an effective way to pull attendees into a more meaningful experience, but it also gives an opportunity to shout out your team!
Post-event: Drum up followers for next time
Don’t log out of Instagram just yet.
It’s essential to have a post-event Instagram strategy to show people what they missed out on and to get people excited for future events.
Here are some ways to engage with your attendees on Instagram after the big day.
7. Share user-generated content in your event recap
Use content published by attendees in your event recap — remember, live imagery is more effective.
This will incentivize attendees to share your recap — they want to show their audience just how famous they are — further boosting your reach.
8. Ask for feedback
Collecting feedback from attendees post-event can help you determine what worked and what didn’t so you know for next time.
Instagram Stories are another perfect way to capture this feedback.
Polls like this help you gather binary (either or) feedback:
Read the comments so you don’t miss any valuable insights.
Simple Q&As like this Instagram event post example will allow you to capture more qualitative feedback:
9. Build hype for your next event
Don’t lose touch with your attendees once the event is over.
Instead, capitalize on the excitement: keep posting!
Focus on creating brand-related content to create interest for your next event. Post inspiring pictures of the event and tag attendees to bring back those warm fuzzy memories.
Extra Tip: How to add a reminder to an Instagram feed post
Looking to publish an Instagram feed post with a reminder about your upcoming event?
It’s quite simple; just follow these four steps:
1 . Create a new post.
2 . Under New post, hit Add reminder.
3 . Add the title of your event and the start time. You can also add an end time if you wish.
4 . Tap Share to publish your post.
Here’s how your reminder for events on Instagram will appear to viewers:
Anyone who sees your post can now choose to receive three event reminders:
- 24 hours before the start time
- 15 minutes before the start time
- As soon as the event begins
This feature is only available for professional accounts on Instagram.
The key to promoting events on Instagram? A good plan
Instagram is a fantastic platform for spreading the news about your event.
Not only can you reach thousands of loyal followers with every post, but you can also post photos, videos, reels, stories, and even go live.
By using the strategies we’ve outlined above on how to promote an event on Instagram, you’ll ensure your time and money spent on Instagram are stretched as far as possible, and your IG will become a source of happy memories for attendees, too.
