Social media has become an essential tool for promoting events, helping to spread the word and attract the right audience. Whether it’s a product launch, networking session, wine tasting or charity dinner, an effective social media strategy can make all the difference to the number of people that attend.
At Glaziers Hall, we see time and time again how the right approach to online promotion can enhance an event’s impact. With the right mix of planning, relevant and compelling content, and engagement, it’s possible to generate anticipation before, excitement during, and a showreel worthy round-up after an event.
Choosing the Right Platforms
Not all platforms are the same, and selecting the right one is key. As a professional platform, LinkedIn is best for targeting a B2B audience, while Instagram and TikTok work well for consumer events and particularly those that are visually appealing. Facebook is a strong choice for community engagement due to the groups option on the channel and X remains an option if you want to share quick updates or to host a live feed during an event.
Understanding where your target audience spends their time helps to ensure that you’re posting in the right place. Organisers should consider a multi-platform approach to reach as many potential attendees as possible.
Creating Engaging Content
High-quality content is at the heart of any successful social media strategy. Sharing a mix of images, videos, and behind-the-scenes insights, along with vox pops and interviews with organisers, keeps followers interested and encourages interaction.
Some content ideas to consider include:
- Teaser videos – a short clip showcasing what to expect.
- Speaker or guest introductions – profiles featuring key people involved.
- Venue highlights – a preview of the space where the event will take place.
- Countdown posts – to build excitement.
- User-generated content – encouraging attendees to share their own photos and videos.
- Post event wrap-ups – sharing updates using the best content that has been captured.
A well-lit shot of an impressive setup or a short video walkthrough of the venue could be just the thing to spark interest.
Encouraging Interaction
Social media isn’t just about broadcasting information – it’s about creating informative and engaging content. Asking questions, running polls, and encouraging followers to share their thoughts and/or experiences all help to boost interaction.
A personalised hashtag can also be a great way to group conversations and user-generated content in one place. At Glaziers Hall, we have seen event planners benefit from this approach, as it allows participants to feel part of a wider community.
Leveraging Live Content
Live streaming can increase reach, whether it’s a keynote speech, panel discussion, or a sneak peek behind the scenes. Functions on platforms like Instagram Live and Facebook Live allow audiences to feel included even if they can’t attend in person.
There is also the video feed on LinkedIn, which will provide a further opportunity to engage with a wider audience using a format that is becoming increasingly popular.
Post-Event Engagement
While the event may be over, your activity shouldn’t stop there. Following up with highlights, thanking attendees by tagging them in content, and sharing key takeaways help to keep momentum going.
Posting professional photos, sharing testimonials, and even repurposing content into blog posts or video recaps all extend the impact online. Keep the conversation alive by engaging with guest posts, responding to comments, and continuing to share relevant updates.
Making the Most of Social Media
With the right strategy, digital platforms can be one of the most powerful tools in an event organiser’s toolkit. From building anticipation to extending the impact long after the last guest has left, it offers endless opportunities to connect with the right audience.
For those looking to host an event that leaves a lasting impression, Glaziers Hall provides a stunning backdrop with endless opportunities to capture content throughout the venue. If you would like to come for a visit, please call our team to arrange a date and time.