How to promote your event on Instagram
1. Instagramming events is all about the stories.
A whopping 500 million users engage with Instagram Stories every day, and about one third of the most viewed Stories are created by businesses. That’s why 96% of U.S. marketers plan on using them as part of their marketing mix over the next six months.
Top tips for using Instagram Stories to promote your event:
1. Use Instagram Stories to recap each day of your event.
2. Don’t forget to include a “swipe up” CTA that encourages attendees to register on www.wediscover.com.
3. Use your Stories to promote new content on your blog or other channels.
4. Be sure to mix it up with both video and photo.
5. Make sure to create a story for each big announcement, both pre- and post-event.
2. Expand your reach with some #hashtag savvy.
The easiest way to expand your reach on Instagram is to use hashtags to your advantage. Users search by hashtag to find specific subject matter, and when you use these hashtags your posts show up for that search. (You can think of it much like the queries people use to search for content on Google.)
More than likely, you’ll want to use a mix of the following types of hashtags to cover all of your bases:
1. Branded hashtags – These are hashtags you create that are specific to your event. (example: #TEDtalk)
2. Industry hashtags – These are hashtags widely used across the industry or client-type that your event serves. (example: #meetingprofs)
3. Niche hashtags – These are hashtags that your target audience might use regularly and show that you’re in tune with the way they speak (example: #marketerlife)
4. Content hashtags – These are hashtags that relate directly to what you’re communicating in your post (example: name of the book)
Keep it short, simple, and memorable like all of the above.
3. Go behind the scenes of your events.
Your Instagram event marketing shouldn’t just retell the story, it should add to the story. It’s the key to creating content that both attendees and potential future attendees can resonate with. It’s also an area where you can really use your Instagram Stories to your advantage.
Tops tips for creating “behind the scenes” Instagram content:
o Showcase your event team to humanize your event.
o Show the set-up process with “road to” content.
o Highlight facts that people may not know about the event.
4. Target your Instagram event ads with precision.
60% of people say they discover new products on Instagram, according to the platform’s website for businesses. That means that your paid advertising mix just got a new best friend. And while setting strong goals, making it look beautiful, and choosing the right ad format are great, your ads aren’t going to do you any good if you’re not targeting the right audience.
In general, Instagram Ads are run via Facebook Ads Manager, and give you the same three main audience types to use in targeting:
1. Core audience – This is the default option for ad targeting of Instagram users.
2. Custom audience – A group of users that are imported from your email lists and other data sources, meaning they likely already have a relationship with your brand.
3. Lookalike audiences – Groups of users who share similar characteristics with your current audience or user base.
5. Make it absolutely breathtaking.
Let’s be honest: Instagram is all about the aesthetic appeal, and that means posting beautiful photos and designs when promoting your event. The first step of standing out in a feed is to grab attention. As long as you can do that, you can expect the audience to interact with the message you communicate in the caption. But a well-crafted caption isn’t going to go very far if you can’t get someone to slow their scroll.
Tips for posting aesthetically pleasing content:
o It’s not just about the individual photo, it’s also about how all the photos fit together on your profile page.
o Use all of the built-in editing tools that Instagram has to offer. (A well-applied filter goes a long way in making a photo stand out!)
o Look for photo opportunities that show the sheer size and scope of your event.
o Capture the most intriguing elements of your event design on camera.
o People want to see other people enjoying the interactive elements of your event.