Social media is becoming an increasingly important element in event marketing. However, there are many platforms to choose from, making it difficult to know which ones are best for your event and community.
Many event planners may think Facebook and Twitter are suitable for every event. However, each social media platform has their own atmosphere, tone, demographics, and functionality. It’s these differences that make them suitable for some professional environments and not for others. Whether your event is B2C or B2B, understanding the advantages of each social media network is the key to a successful event marketing campaign.
Here’s a look at the different platforms to help you choose the right one for your audience.
The Top Social Media Platforms to Consider for Your Event
Instagram is known for its high engagement rates, but it’s inadvisable if your event isn’t a food, fashion, photography, or some other type of show which lends itself to imagery.
Facebook, which is by far the most popular network, is optimal for B2C. However, it’s often hard to stand out in its cluttered newsfeeds. Try using the Facebook Events feature, which allows organizers to post their events, while giving attendees the flexibility to invite their friends and colleagues.
Snapchat is known for being a trendy alternative for marketing events. However, it’s only popular primarily with females under the age of 30. If you’re targeting young attendees, Snapchat offers a great option to make a statement with geofilters and tags on-site.
LinkedIn is the best fit for B2B conferences, trade shows and educational events. The key to standing out on LinkedIn is offering information that will enhance the professional lives of attendees, such as posting information about speakers or event schedules.
Gmail, while not being a true social media platform, makes up 25% of all email accounts. Allowing your community to register and invite their network through gmail can dramatically increase the reach of your marketing.
Multi-Channel & Data Analysis
As with any marketing strategy, it’s all about understanding your audience and recognizing the best place to connect with them on the networks they are using. One recent study found that photos posted on Facebook from Instagram receive 23% more engagement than photos posted only on Facebook. So, find the best combination of platforms which fit the preferences of your audience and the type of event you are hosting.
Always use as much data as possible when trying to understand your audience. Even some basic demographic information can help you identify the social networks they are most likely to be active on. Look back over the attendees of your previous events and try to get a better understanding of their likes, dislikes, and preferences.
Ultimately, there is no such thing as one right network. Your best bet is to combine efforts on multiple platforms. So, find the best combination that fits your audience and the type of event you are hosting.
If you’re looking for a way to bring your favorite social networks together and use them as an organic part of your event registration process, InGo can help.
InGo makes it easy for attendees to share news about the event directly into their social media news feeds or send as direct messages – far more effective than traditional advertising. InGo integrates with Aventri’s registration platform to help drive event attendance.