Facebook event listings are a great way to get your venue’s events in front of more people. But to really get the most value out of your Facebook events, there are some best practices that you should follow.
According to Facebook:
- More than 490 million people use Facebook page events each month
- 41% of Facebook users engage with public events each month,
- 38 million public events were created in 2016
- 35 million view a public event each day
With numbers like that, every business that hosts events should consider using Facebook Events to drum up interest and sell more tickets.
But, there are a lot of people on Facebook, taking up valuable space in the newsfeed where your event could be. Your goal in creating an event is to have your event shine through all of the noise so that you followers and customers can see it—and buy tickets.
Below we discuss 7 tips that all event venues should use and keep in mind when creating Facebook events for their venue.
1. Give your event a catchy title.
Let’s start with the basics. Your Facebook event title is going to be something your audience is constantly referencing and sharing with their friends, so it needs to be good.
When trying to create an eye-catching title, you need to make sure to incorporate important details so people quickly scanning Facebook can understand your event’s overall goal in a short amount of time.
For example, let's say you own a small local restaurant. You want to get people excited about a Mother’s Day Brunch special. Instead of making an Event name like “Mother’s Day Brunch” you might change it to say something like “Muffins & Mimosas: Mother’s Day Brunch.”
Even though you are still getting the point across that your event is Mother’s Day focused, you are separating yourself from the thousands of other restaurants offering a Mother’s Day special by differentiating with a catchier title.
Pro Tip: Give your title plenty of thought. Your title is going to be the thing that makes your audience members click to get more information. The better the title, the higher the clicks.
2. Provide a detailed event description.
Okay, so you’ve written an awesome, catchy title. Someone has clicked on your event to get more information. Don’t leave them hanging.
When it comes to Facebook events, you can never give too much information. Make sure you include clear:
- Time and Date
This details section is where you can really drum up interest in your event. Be as descriptive as possible to really sell your event. Above all, give the viewer a reason to come to your event!
When it comes to formatting this section, the name of the game should be “ease of use.” People don’t like spending too much time looking for the information they need, so you want the details to be as easy to scan and consume as possible. Use bulleted lists and all caps text to draw the eye where you need it to go.
3. Make sure your event is optimized.
If you are hosting an event from a Facebook Page, you are going to be given the option to provide a link to your website that gives more detail about it. You’ll also be asked to categorize your event and tag it with relevant topics or keywords.
A part of Facebook's algorithm promotes events based on criteria that best matches users in the surrounding area. This means that if you correctly tag and describe your event you are going to be getting the most qualified people to attend. Tags are easy to overlook, but they’re really important to pulling off a successful Facebook event!
Be careful about sending multiple event notifications, Facebook’s own research indicates that sending spam-like notifications can cause people to be less engaged. If people are already clicking on your event and even indicating they’re interested then there’s no need to push them. They have organically let you know that they want to go, so don’t bother them with a bunch of useless updates.
If you have built out a solid event outline, like the one above, then there is no need to send them the same information they can find in the event description. Consider sending an update a couple days before saying something like “Don’t wait, only a few tickets left!” or “Only a couple days until our big summer BBQ, you won't want to miss this!” or consider offering a discount as your event comes closer. You want your message to be something quick to encourage those on the fence to show up at your event.
Also use this feature to notify your audience when something specific about your event has changed, especially critical information like time, date, and location.
If you have an event where everyone in attendance needs a ticket, make it easy to get one. Give your viewers a direct link to where people can buy tickets. Remove all obstacles that stand in the way of your audience doing what you want them to do: Make a purchase.
4. Get people excited with a quality cover photo
Don’t skimp on your cover photo! Take some time to focus in on what image you want to represent your event. If you want to use one from your business page, make sure it looks professional.
This photo needs to encompass the expected atmosphere of your event. Some people are going to take more away from the images than the description so this needs to be a priority. This may seem like a simple task but everyone responds and thinks about images differently. Be sure to pick one you think will score really well across a large audience.
5. Give your audience enough time to act.
This is a constantly overlooked part of the event creation process. Like most things on the internet, things take time to index, rank, and become noticed by users. You should take this into consideration when creating an event and make sure that you create your event listing with enough time leading up to the event.
How much time is the right amount? That will depend largely on what your event is and how much it costs:
- Events with lower price points should be shared with at least a few weeks’ or months’ notice so that your audience can get excited and start making plans.
- Costlier events that your audience might need to budget for, similarly, should offer plenty of time.
- Full-day or week-long events should have at least a few months’ notice (if not more) so that people can work the event into their schedule.
You should test how much time you’re giving your audience and then evaluate and repeat the process to land on the amount of time that works best for you.
6. Be actively engaged with your audience.
Pay close attention to people talking about your event/company. Make sure they know who you are and answer any questions they might have. People love to get direct responses from sponsored events because it helps them to feel that they feel as though they are getting advice and tips from an authoritative source.
You may want to consider using a hashtag to get those attending your event. This will essentially turn your customers into your promoters. Then, during the event you can encourage your audience members to use the hashtag when talking about your event on social media, so that information about your event is easy for others to find. This is especially helpful for larger events like concerts, conferences, and multi-day events.
What makes a good hashtag? Ideally, it should be something that:
- Makes sense for your event
- Another company or event is not already using
- Is catchy and memorable
7.Want to get even more out of your Facebook events? Try creating a Facebook ad.
So you’ve posted an event before, shared it with everyone you could, and expected that the ticket sales would just come rolling in. A few days or weeks go by, and you realize that nothing has happened. Your event, it seems, is a dud.
It might be time to create a Facebook ad for your event. By putting a little money behind your event, you have the potential to get it in front of even more people and, hopefully, get some more sales.
To really get value out of your Facebook ad, though, you need to get specific in your targeting by making sure only people likely to want to come to your event are seeing it. For that reason, Facebook lets you get really specific with things like target radius, age and gender of the audience, and other user characteristics. You can even target who will view your ad based on interest.
How much money you want to put behind the ad will, again, depend on the kind of event you are promoting. You’ll likely need to do some trial and error to find out how effective the ads are for your particular venue and to figure out things like average cost per sale (i.e., how much did you have to spend in advertising to sell a ticket?).
If after a few events you realize that your cost per sale is too high (a special concern for low-priced tickets) you may want to reconsider the idea of using ads.
Make Your Facebook Event a Slam Dunk
Facebook is the leading social platform for a reason, everyone’s on it. If you find that most of your target audience is on Facebook then you have hit the jackpot. Facebook is a great tool to get a super specific ad out to the right people.
Make sure to have a solid company/event page to ensure high customer conversion. If this is your first time promoting on Facebook give these tips a try and remember to always review and tweak your event promotion approach.