In a world where attention is the currency, how do you capture those elusive eyeballs? The answer lies in the digital marketplace of our time: social media. And what's the golden key to social media's heart? Video.
In this article, we'll show you how to leverage the power of video to promote your event successfully in this new digital age, equipping you with the innovative tools and strategies needed to turn viewers into attendees and make your event the must-attend occasion of the season.
What is event promotion?
At its core, event promotion is all about generating excitement and building anticipation around your event with the goal of attracting attendees. Whether you're planning a music festival, a business conference, or a webinar, event promotion is about capturing people's attention and convincing them that your event is the place to be.
What is the best way to promote an event?
The best way to promote an event is through social media—no surprise there, especially considering that over 3.6 billion people use social media worldwide, offering unmatched reach and engagement opportunities.
The platform you choose can, however, vary based on the nature of your event: LinkedIn for a business webinar, Instagram for a music festival, and perhaps all of the above for a TED Talk-style event.
And, as mentioned before, the key to capturing attention on these platforms is through video content. Social media platforms have a big appetite for video, and for a good reason. Not only do social platforms boost videos because they keep users on the feeds for longer, but they also have the unique ability to convey emotion, information, and a call to action all within a few engaging moments.
Promoting an event effectively on social media can be approached through a multi-layered strategy, combining organic content with strategic paid ads to maximize reach and engagement.
Organic posting with engaging content
Start by crafting and sharing a series of organic posts that highlight the unique aspects of your event. This content can range from teaser videos, speaker quotes, behind-the-scenes looks, or user-generated content from past events. The aim is to tell a compelling story about your event that resonates with your audience, making them interested in learning more. Organic content helps in building a community around your event, fostering engagement through likes, comments, and shares.
Intriguing paid ads to cold audiences
Expand your reach by crafting intriguing paid ads aimed at cold audiences who haven’t interacted with your brand yet. Utilize eye-catching visuals, compelling headlines, and a clear call-to-action to spark interest among potential attendees. Target these ads based on interests and demographics relevant to your event, ensuring your message reaches those most likely to be intrigued by what you have to offer.
Enhancing visibility with retargeting ads
Once you've captured the interest of your audience through organic and paid content, leverage retargeting ads to stay at the forefront of their minds. Retargeting ads are a powerful tool to re-engage individuals who have interacted with your content but haven't taken the next step of registering or expressing direct interest. By targeting these ads based on previous interactions, you ensure that your event remains visible to a warmed-up audience, increasing the likelihood of conversion.
Staying top of mind
Consistency is key in keeping your event top of mind. Regular updates, countdowns to the event date, and sneak peeks keep the momentum going. This approach ensures that your event stays relevant and continues to capture interest as the date approaches. Pairing consistent organic content with strategic retargeting ads creates a comprehensive promotion strategy that not only draws attention but also maintains it, guiding your audience from initial interest to actual attendance.
4 AI video templates for easy event promotion
Now that you know how to promote an event on social media successfully, you need the videos to do it. Below, we've put together examples of event promotion videos using just event details and Storykit's AI templates.
Storykit has four AI video templates ready to turn your event info into engaging videos.
Want to make multiple videos quickly? Just enter your event information and use our multi-create feature. With one click, you can make all four videos simultaneously, each offering a unique angle to spotlight your event. Check out the examples below.
→ Storykit's text-to-video AI is free to start using now.
1. Event agenda highlight
Dive into the heart of your event with an AI-crafted video that doesn't just list your agenda but brings it to life. This template smartly sifts through the entire program, spotlighting key themes, handpicking three standout speakers, and three engaging presentations or panels. But it doesn't stop there—it adds even more enticing details from your packed agenda to captivate your audience.
2. Expertise and insights
This succinct AI template shines the spotlight on the crème de la crème of your event—your main speakers. It delves into their unparalleled expertise, tying their insights directly to your audience's interests. Wrapped up with the essential when and where, and a clear call to action, this video is a beacon for those eager to learn from the best.
3. Common pain points
Zeroing in on the challenges your audience faces, this template speaks directly to their "pain-points", offering your event as the light at the end of the tunnel. It’s a focused narrative that bypasses the agenda specifics, instead emphasizing the where and when, and inviting action with a simple yet effective call to join.
4. The key speaker
Begin with the promise your event holds and let this template guide your audience to the heart of the matter with a captivating introduction to your keynote speaker. Highlighting the event's theme and the speaker's unique perspective, this video weaves in crucial event details and wraps up with a straightforward call to action, setting the stage for an event not to be missed.
7 additional ideas to build your attendee list
Now that you have your social media promotion under control, here are some creative ideas to take your event sign-ups to the next level.
1. Early bird registration
Encourage people to register early for your event by offering a discounted rate or other incentives. This not only helps you generate revenue early on, but it also creates a sense of urgency and excitement around your event.
2. Create an event-specific hashtag
Use a unique hashtag for your event to make it easy for attendees to share photos, updates, and feedback on social media. This helps increase engagement and can even attract new attendees.
3. Run a contest
Use social media or email to run a contest for a chance to win a free ticket or other prize related to your event. This can be a fun and interactive way to build excitement and engagement leading up to your event.
4. Collaborate with influencers
Partner with social media influencers, bloggers, or other relevant personalities to promote your event to their followers. This can help you reach a new audience and generate buzz around your event.
5. Use email marketing
Build an email list and send your awesome content as well as regular updates and reminders about your event to keep it top of mind for potential attendees. You can also use email to share valuable content and resources related to your event's theme or industry.
6. Partner with sponsors
Secure sponsorships from companies and organizations in your industry to help promote your event. This not only helps with promotion, but it can also provide additional resources and support to enhance the attendee experience.
7. Promote past testimonials
If you have hosted events in the past, consider promoting positive feedback and testimonials from previous attendees. You can share these testimonials on your social media channels, website, and email campaigns.
Not sure how to format your testimonials? Don’t overthink it. Just use the “I Was There” video template.
The event must go on... and so must your promotion
To keep your event fresh, exciting, and packed with enthusiastic attendees, you need to create a promotion strategy that's just as awesome as your event itself! By constantly promoting your brand and building a loyal following of fans, you'll create a buzz that lasts long after the event is over, so people will be counting down the days until the next one.
