Event Planners Guide to Instagram as a Marketing Tool

With more than 1 billion active users – 60% of which log in daily, it would appear Instagram continues to grow in popularity as a social platform. As events are inherently ‘social’ it can be a superb choice for marketing your events. Moreover, as a visual platform, it’s an opportunity to showcase the visual elements on offer at your event.

Whilst Instagram is one of the best free event promotion sites, success comes down to HOW event marketers use the tool to its fullest. Times, content and frequency – all have an impact. However, the most important aspect for any kind of marketing, is being crystal clear on who your target audience is. After all, it will be this that directs what you post to any social platform.

As experts in the event management and catering industry, we wanted to share our top tips for event marketing on Instagram, to help you achieve success with your events.

Instagram Content

Instagram is predominantly for photographs, but you can post short videos – no longer than a minute – and you can also go live. Videos can be good to use during your event to show off the atmosphere and provide a little FOMO (fear of missing out).

They say a picture paints a thousand words and this is the essence of Instagram – telling a visual story. In order to stand out from the crowd, you have to be a little different – use graphics which pop, are unique and showcase your brand. Ensure your logo is on everything you post and keep content varied but relevant to your audience.

Hashtags and Call to Action

Alongside your photo, you’ll need to write a description. The aim here is to tell a story, start conversations, create engagement and ultimately get your audience to take action.

The best way to do this is by asking questions. Otherwise, you’re simply broadcasting. Think about the purpose of the things you are posting and what action you would like your audience to take.

Instagram hashtags are important for growing your reach. Avoid one-word hashtags and get creative with the ones you choose to post. Start your own event hashtag and use it for all your posts.

Profile Links

Unlike other social platforms, Instagram doesn’t allow clickable links and only allows one link in your profile. A free tool called Linktree, allows you to have multiple links so you can direct followers to specific and relevant pages on your website or of course your other social pages.

Therefore, for a post intended to get your followers to buy early bird tickets, your call to action might be ‘see buy ticket link in profile to get your discounted tickets’.

How often to post to Instagram?

As with most other social platforms, how often and what time you post is important to working with the algorithm to reach as many users as possible.

As a rule, you’ll need to aim for posting on Instagram, at least once a day.  The afternoons and early evenings seem to be the best time for engagement – 5pm on weekdays. If you can’t commit to posting every day, opt for Tuesdays, Wednesdays and Thursday, as these days have the most active users.

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