Social media marketing - before the event

Social media is part of the modern communication culture and can support event marketing enormously.

It doesn't matter whether you like this type of exchange in your private life or not - in the business environment, you can no longer avoid it. So it's definitely worth taking a closer look at the possibilities of social media and embedding them in your own event concept. In this article, we focus on the Instagram platform, which is currently enjoying enormous popularity. However, most of the assumptions also apply to other platforms in general.

All articles in this series:

1. Tips for your social media profile
2. Social media marketing - before the event
3. Social media marketing - during the event

 

What is Instagram?

Instagram is currently the most popular platform for the 14- to 24-year-old age group. Only the messenger WhatsApp and the video platform YouTube are more popular in this age group(statista.com / 2018). This already shows for which target group Instagram is particularly effective as a marketing tool. But even overall (i.e., including all age groups), Instagram still ranks fifth among the most-used social media platforms.

Instagram is all about pictures and now also videos. In everyday use, these are taken with the smartphone and posted on the platform. In addition, texts and especially hashtags (the # sign) can be added. The hashtags represent a keyword that categorizes the postings thematically and makes them searchable. But more about that in a moment.

For which target group is Instagram suitable?

This question is answered quite clearly by the adjacent graphic. The group of 18 - 35 year olds can be reached quite reliably via this platform - quite a large group that is important for many events.

Launch Instagram campaign

If you want to use Instagram for your business or events, be sure to create a business account. This offers some advantages over private accounts, such as statistics and the ability to advertise. Once that's done, it's time to build a community.

As is so often the case with social media, it's all about good content and clever texts or hashtags.

Set hashtags

Hastags are used to associate posts with a specific topic.

First, you should come up with your own hashtag for your project that is as short as possible - ideally the name of the event (example: for the "Digital Congress in Hamburg 2020, the hashtag could be #dch20, for example). From now on, write this string under every post you make in connection with your campaign.

In addition, you can use suitable, popular hashtags under your postings. For the Digital Congress in Hamburg, it would make sense to use the hashtag #hamburg. Also, #digitalmarketing would be a good choice, because there are already over 8 million entries for this one - so it's quite popular. Just take a look at the Instagram app to see which suitable hashtags are available and how popular they are.

Create good content

Creating good content will cost you time. So you should consider whether you can regularly spend (at least) 1h a week creating content and feel like responding to user interactions on a daily basis.

Because, as with many other marketing efforts, it will take time, regular good content, and lively interaction with users to gain a larger number of followers.

There are different types of content on Instagram. First, very classic, photos and videos with a maximum length of 60 seconds. In addition, there are the so-called stories. These are a series of images or video clips that tell a short story. And then there is the video area - the so-called "Instagram TV" (IGTV). Here you can also post videos that last longer than 60 seconds.

Content is clearly the deciding factor. Every Instagram user scrolls through a flood of images and videos every day. You have to come up with something to stand out. Posts should therefore be as professional, original and interesting as possible. Easy to say, huh? But where do you get ideas for postings that fulfill all these requirements? It's actually not that difficult.

Professional

For regular postings you don't want to hire a graphic designer every time, sure. Fortunately, there are some tools on the Internet that make it very easy to create pretty graphics. For example, try the tool canva.com.

Original

Here, the most important thing is to avoid purely promotional content. Posting the third variation of the promotional flyer for your event is not very original. A short clip of the hardworking staff just assembling the name tags is more like it. For example, provide glimpses into areas guests won't otherwise get to see, giving them a behind-the-scenes look. Stage the highlights with cool photos or reveal surprising facts and statistics that fit the theme. It's best to check if your post has a certain "aha" or "wow" effect.

Interesting

Don't post content that emphasizes how great your event is going to be or that overly aggressively encourages people to please sign up now. Instead, make yourself interesting. For example, "What's the most exciting topic at your event - and why is it meaningful to your followers?". Introduce interesting guests - e.g. with a striking quote above the photo, which you can then elaborate on in the text area.

Depending on the event, contests are also suitable. For example, every user who links a friend in the comments could receive a voucher - a personal benefit. The mentioned friend is also informed by Instagram about the tagging - and they already have a small recommendation and a new potential follower.

Post regularly

Instagram profiles whose last post is 6 months old are dead and also a bit embarrassing. It makes sense to make a plan that is also realistic. A post every Friday? That sounds realistic and also doesn't overwhelm followers. You have to find a good balance here that fits the theme. If you are doing Instagram marketing for your agency, the frequency can certainly be greater than if it's about an event that takes place in 7 days. You should not underestimate the effort for good postings, even if it is "only" a picture or a small clip.

Conclusion

If you enjoy developing interesting content, Instagram can be a tool to position your brand (company or event) in an interesting and exciting way. This can generate attention, which can lead to the spread of one's own message. However, the effects are rather indirect and more like an image campaign than an advertising measure that can be directly contrasted with orders or bookings as success parameters. Consider Instagram as an old acquaintance to whom you regularly tell something interesting from your everyday work. Then it might be the beginning of a wonderful friendship.

The most common mistakes

Post from your own perspective

People often think too much from their own perspective when creating postings. Sure, when an event is coming up, everything in the company revolves around that project as a matter of course. But that's not the case for everyone else out there. If postings revolve too much around oneself or constantly affirm that one should not miss this event under any circumstances, they will certainly be punished with ignorance and will not receive any likes.

Solution:
Put yourself in your followers' shoes. They mainly want to see their friends' content (and cute animal photos). In order for your post to get attention as well, it needs to somehow add value to the individual. Develop a sense of what works. Scroll through other accounts, too. Where do you think "loooong boring" and where "oh, interesting." Your last post got you 20 hearts (Instagram likes)? Then the direction was already right.

Start strong and then drop off strong

In the beginning, the euphoria is often great. Hooray - we start an Instagram channel. There are first ideas for good content and for the first days or weeks there is enough content ready. But later, other things are more important (always this daily business...) and the Instagram account is forgotten. The frequency of the postings becomes greater, the ideas less and anyway - so far nothing really came of it. Do we need it at all?

Many an Instagram campaign has ended like this or something similar. But that can be avoided.

Solution:
When you realize that maintaining the account (the same goes for all other platforms, after all) no longer fits into your time budget, simply delegate. Simply? In every company, there's usually one person who simply enjoys social media. Find them. If you don't want to hand over your account (why not, really?), make them the social media editor who generates ideas for content, creates it and presents it to you. Eventually, he or she may be able to manage the account entirely on their own. People who are really into social media are the engine of a good campaign. If you yourself and also none of your employees have the desire and time, then there are really only two options left. Do without Instagram (better not done than poorly done) or hire an outside expert. There are countless freelancers out there who manage social media accounts for businesses. Many (not all! - check references) have a lot of experience and are very creative. It's going to cost a bit, and they're going to have to supply some of the content as well (because it can only come from within the company). But a good social media manager will kindly but consistently "nag" you until they have what they need and help you out with ideas and suggestions. It's money well spent - after all, this is about your external image.

Impatience

It used to be clear: invest one euro, win two. Yes, the good old "return of invest" is of course still a factor to consider. But in content marketing (and I'm counting Instagram in there now), things are unfortunately not so clearly visible. Who expects 500 followers after 2 months will be disappointed. Who is looking for the Instagram effect after 3 months in his sales curve, will also not be happy. It's like a new hobby. You start, try around, make mistakes, get better and one day you have the flow.

Solution:
Consider social media as your new hobby, too. Expect little, get started, and be patient. But stay on the ball. Overcome even minor resistance: should I really show a photo of the break room with the Rocky 3 poster on the wall and give a behind-the-scenes look? Well - why not? Slick corporate communication with posed photos in front of photo wallpapers was yesterday. Show heart and wit, have a sense of humor and don't take yourself too seriously. Remain serious, but relaxed and uninhibited. Then success will come and your followers will feel well entertained.

Option: Find Influencer

If you've found a way to create good content on a regular basis, have a small but mighty number of followers, and are flowing with Instagram at all, maybe it's time for a little boost. Influencers can help with that. Influencers are Instagram users who have a particularly large number of followers and whose posts are therefore seen by a great many people. Simply use the search function to look for accounts that fit your topic and have a particularly large number of followers (i.e. at least several thousand). Now you can contact this person and ask them if they find your topic interesting and would like to post about it. Of course, it has to be attractive to the influencer in question - so think about what you can offer in return. The most obvious thing is to offer a post on your profile in return.

 

If you're interested in using social media at the event itself, check out the next article in this series:

Social media marketing - at the event

 

Thank you for your time

Thank you for taking the time to read this article. Of course, we would be interested to hear about your experiences with social media at your events or if you see some points differently. If you have any questions about this topic or are interested in using social media at your events in the future, please feel free to contact us directly: info@eventnet.de