Instagram Guide for Event Planners

April 28, 2022

Gayathry P R

Are you an event planner looking for ways to promote your event on Instagram? Are you confused about the tips to follow to ensure successful event marketing through Instagram?

If yes, then this article is for you. Here are 15 stellar ways to leverage Instagram to make your next event a grand success.

Here’s also an amazing video worth watching on Instagram Reels, Stories and algorithm secrets.


15 step instagram guide for event planners

  1. Take them behind the scenes

The best way to create a rapport with your audience is to show them who you are as a brand. And the easiest way to do it is to take your audience behind the scenes. Give them a sneak peek of the life backstage, and show them how your team is busy preparing the perfect event for them through Instagram posts and stories.

Doing these attracts a like-minded audience that connects with you.

  1. Trendjack Your Way In

Trendjacking is a way of subtly promoting your event by connecting it with what’s trending right now. If you have a witty marketing team, they can create quirky posts or stories about current affairs or celebrity gossip. Encourage them to explore free templates to enhance their creativity. This can also help save time.

While trendjacking is the quickest way to create some buzz about your event, not using it the right way can give the wrong impression about your brand to your audience.

  1. Post Regularly At The Right Time

When should we post? How often should we post? These are the main questions every organizer has when promoting their event on Instagram. While there’s no perfect time to post, it is always good to post when your audience is most active. This can be found by analyzing Instagram Insights.

The same applies to the frequency of posting. Again, it is best to be consistent with your posting, but never overdo it, as it can bore your audience quickly.

  1. Post Throughout The Event

To get the maximum benefit from using Instagram as a marketing tool, you should know what to post before, during, and after an event. Posting before an event aims to increase event registrations and event mobile app adoptions and create excitement about your event. The best types of posts and stories to do this are behind the scene posts, teasers and games. 

Once the event begins, post more user-generated content and session sneak peeks as it helps to sustain the audience’s interest in your event. After the event, use Instagram content to collect testimonials and distribute on-demand content.

  1. Leverage Influencer Marketing

The easiest way to give reach to your event is to collaborate with influencers, speakers and sponsors of the event. Identify influencers relevant to your niche, and ask them to promote your event in exchange for rewards or incentives. The reward can range from an event swag to a free entry ticket to your event.

Encourage speakers and sponsors of the event to promote your event on their respective handles. Also, invite them to Instagram lives to create a pre-event buzz.

  1. Use Instagram Ads

If you have the budget, go for targeted Instagram ads to reach the right audience. To create compelling Instagram Ads, first gain insights about your audience using Facebook Ad Insights and social listening. Then identify the type of Instagram Ads to create- Photo, Carousel, Video or Marquee Ads. 

Craft a compelling message and use striking graphics to drive traffic to your event registration page, increase registrations and encourage people to attend it.

Don't forget to track Instagram Ad performance metrics to measure the effectiveness of your campaigns.

  1. Get Found on the Instagram Explore Page

To Get Found on the Instagram Explore Page means to be present in your target audience’s feed who aren’t your followers. To make it happen, you should optimize your page for this. Understanding audience preferences, using geo-hashtags, and finding the ideal video to other post-type ratios are practical ways to ensure this.

  1. Use Niche-based Hashtags

Finding your niche-based hashtags and strategically using them in all posts and stories is a great way to give visibility to your event on Instagram. Besides this, it is essential to find a unique hashtag for your event and encourage event-goers to use this in their posts.

Even though niche-based hashtags give you visibility, never go for an overpopulated hashtag as it can give you the opposite result.

  1. Conduct Giveaways and Contests

One of the best ways to create a buzz about your event is to conduct giveaways and contests before your event. Some of the games that can be conducted pre-event are quizzes, spin the wheel, guess the personality, etc.  

Gamification can also be used to increase event app adoption if you let the audience enter the competitions only through the event app.

  1. Create Buzz Through Stories

The best way to stay on top of your audience’s minds is to use the Story feature of Instagram tactfully. For example, you can use polls conducted through stories to boost attendee interaction. Stories can also be used to drive conversions by posting flash sales for tickets.

Reposting attendee posts in stories is another effective way to ensure the right people know about your event.

  1. Get The Audience Involved Post Event

Leverage the rapport you build with your target audience to gain their opinions and suggestions about the event once the event ends. You can do this by posting a simple poll or conducting an extensive survey.

The positive feedback gained is a valuable addition as it can be used to attract an engaging crowd next year.

  1. Stick To Your Brand Colors, Fonts and Layouts

Visual imagery holds a lot of importance for a social media platform like Instagram. Your brand colors, fonts, and layouts should represent who you are and how you wish to be perceived by your audience. It helps your feed appear uniform, professional and branded.

Investing in high-resolution professional photographs is another way to capture your ideal audience visually.

  1. Strategic Interaction

Strategic interaction refers to interacting with the right people in your niche to put your event on your target audience’s radar. It is also equally important to interact with your potential event registrants by answering their queries in DMs and comments.

  1. Encourage User-generated Content

You can encourage user-generated content in many ways. If it is an offline event, you can make your event venue instaworthy by setting up installations or other eye-catchy exhibits. If it is a virtual event, encourage people to share screenshots of them attending the event with your unique event hashtag.

  1. Keep Your Audience Informed

Keep your audience informed about your event, either through posts or stories. Notify them when early bird tickets are up, when there’s a flash sale or when only the last few tickets are left.

Now that you know how to leverage Instagram for your event, what are you waiting for? Create the buzz, drive registrations and host a successful event right away!


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