There is one thing that is certain: Event marketing is changing at a lightning fast pace. The reason behind that is the rise of social media and how quickly the networks have evolved.
The biggest problem that event planners have right now is simply keeping up. And since so many tools are created and never reach potential, it’s completely understandable to be reluctant to actually try anything that’s new and shiny.
However, we have found three recent tools that can’t be ignored, and none of them are showing any signs of going anywhere anytime soon. So if you’re ready to up your event marketing game, here’s what you need to use now:
Facebook Live has been around for awhile now. But lately, there have been some changes like the ability to use it from the desktop site. The continued evolution shows that Facebook has a lot of confidence in this product and that it’s here to stay.
Why should you use it? Facebook Live is prioritized in users’ newsfeed. What that means is that your fans are more likely to see your Facebook Live video before other content when they check video. This lasts as long as you are live. And because of that, you can count on increased reach and engagement, which will make your message go further.
We have seen our partners, like Taste of Belgium, get on board with this trend. Taste of Belgium used it to give a tour of their newest location at The Banks, enticing people to come in and check it out for themselves.
Besides a behind-the-scenes tour of your event location, you might want to show off your host city. Maybe it’s the best places to eat nearby or where to find basics they might have forgotten at home. Or if you have a very enthusiastic ambassador, have that person answer questions from attendees about your event and why they might want to attend.
Just keep in mind that you don’t have to wait until you get to the event to use this livestreaming tool. It can have a great impact on those trying to decide if they should attend.
Twitter has used Twitter Moments in the past to gather tweets about events in one place. But just recently, they have given that power to every user.
How can you use it for your events? When the event is done, you can curate the key highlights via tweets from your attendees and then give everyone the story of your event. If you host a Twitter chat, it can be used similarly.
You don’t have to wait until the event is over to use this tool. Perhaps you create a contest to get your attendees to tweet why they are attending your event and then use the best answers in a Twitter Moment. Or maybe bring together the most helpful tweets from your speakers to give your attendees a glimpse at what they will learn at your event. The possibilities here are endless.
Instagram Stories have become the place for on-the-go content. This tool has the advantage of being on the top of the Instagram feed, so when you open the app, it is the first thing you see. The content lasts for 24 hours. What’s here today is gone tomorrow.
Our partner, Eden Floral, is currently using it to not only show off their arrangements but also how to care for plants and flowers. They are demonstrating how beautiful their products and that they know how to keep them that way.
What can you do with Instagram Stories for your event? Before we even get there, know that this disappearing content doesn’t have to be as on-the-go as you think. When you are on the Instagram home screen, you can swipe right to get to the Stories screen and then swipe up to show any images or video you have taken in the last twenty-four hours. That means your content can be designed and more well-thought out. You can also tag other accounts and use links within Instagram Stories, which makes it a much more robust tool than it looks like at first glance.
With that in mind, think of different actions you would like your attendees to take leading up to your conference. Maybe it’s downloading your app or maybe making plans to meet up with other attendees. You can create these calls to action on your laptop and then upload it to Instagram Stories with any necessary links.
Or maybe you do want to try more on-the-go content. You can do a series of the mini-videos to educate your attendees on issues that they need to be concerned about. The simplicity of the app makes these kinds of videos easy to make and the short time limit make them more approachable for those new to making videos.
These are just a few of the recent changes to social networks. But with a little experimenting, they are definitely the ones most likely to make a huge difference in your event marketing.
What is your favorite social media tool for event marketing?