The only businesses who experience a poor ROI from Facebook Events are the ones who don’t experiment with anything outside of their comfort zones, which doesn’t yield fruitful results.
While following the standard strategy is okay, it’s not always desirable. But marketing on Facebook has reached a point where we, as marketers, are afraid to try new things and are comfortable with less.
But that doesn’t have to be the case with Facebook Events.
The last thing you want is to invest in running an event only to see poor attendance and/or engagement. The key to a successful event is driving audiences to engage with your event and refer it to others.
And that isn’t an easy thing to do. People are busy and when they log in to Facebook, they have a wide variety of content vying for their attention… but it isn’t impossible.
In this post, I share 5 tips to maximize the potential of Facebook Events. Here’s what you can do:
1. Use a beautiful cover for the event
The visuals on your event page is prime real estate. Make sure to use an engaging photo for your main cover and add additional photos on the page to pique interest. The cover should be friendly, eye-catching, warm and inviting.
Make sure to use image dimensions that Facebook uses for different placements: on the Newsfeed of audiences, on the event page, and on the ‘upcoming events’ page. The following dimensions are recommended for each:
- 785×295 pixels – for the event page
- 470×174 pixels – for the Newsfeed
- 150×100 pixels- for the upcoming events section
Also, the image should be indicative of the event’s content in order for you to generate interest and qualified response. Here’s an example of an event cover that includes all necessary elements:
SocialMediaExaminer’s event cover image is optimized, attention-grabbing, and illustrative of what the audience can expect from the event.
2. Get people involved
The more people comment on your event page, the more impact it will make. As audiences judge the importance of Facebook Events by their activity, you want them to get involved in the most important conversations.
As a result, you should make efforts to get a conversation going on the event wall. On the event page, you can ask questions, conduct polls, and respond to comments to spark engagement. Here’s a great example from the official event page of European Youth Event:
The social media team is replying to comments and asking questions to ensure people remain involved.
3. Show RSVPs to demonstrate social proof
There’s a psychological effect on people when they see others attending a Facebook event. After audiences RSVP and comment on your event wall, thank them personally by writing on their personal wall or sending a personal message. Comments can be added on videos/photos/links, and all activities display in the mini feed.
This strategy drives attention when people see the event organizer interacting with attendees. Another thing you can do is edit your event information and check the box that says ‘show guest list’. People want to know who else is going, and this is a great way to leverage the numbers to your favor.
While showing the list, uncheck the box that says ‘only admins can post to the event wall’.
4. Promote the event
Start with the usual. Share the event on your own Facebook page, and then send out invitations to people in your circle. Encourage those who are attending to share the event and invite their friends (with suggestions feature, people can invite more people than they could before).
These actions help you make sure you spread the event as far as possible. Be careful with these tips when you’re inviting people to a location-specific event, as you would have to be more specific with sending out invites.
Another way to get your event in front of your preferred audience is to use Facebook ads for precise targeting. It has always been a successful way of getting more visitors to your events and pages, so don’t forget to make it a part of your event engagement strategy.
AdEspresso allows you to create multiple variants of Facebook ads, so you can see which ads are working best for your events, as well as modify call-to-action, images and copy for testing. The tool also enables you to serve different ads to different audiences in case you want to promote more than one event simultaneously.
This type of advertisement appears in the sidebar, and is an example of an advert that promotes an event.
5. Integrate a countdown
Post a countdown on your event page to create a buzz leading up to the event day. It serves as a reminder to people that they have limited time left to invite their friends and ensure their presence. Countdowns work particularly well when you’re planning to give away free items at your event.
Countdowns can be added through a third-party app such as Countdown Timer for Pages. Such apps can be used to advertise your next gig, a sale, wedding or any other event. And you may get an option to select the style of the timer from a list of templates. After installing the application, you just need to grant it access to manage your Facebook page.
Cake Boss Live countdown was a great strategy to get people to notice the event and generate interest before the event actually took place. 2 days to go also serves as a reminder to users that there is still time to confirm attendance and invite their friends.
No matter what your strategy is to promote your next Facebook event, leveraging these tips is a great way to boost their visibility. Meanwhile, you can continue posting great content on your event wall to build and maintain important relationships with attendees.
What are your thoughts? What has your experience been so far with Facebook Events? Feel free to leave comments.