Social media offers cost-effective—sometimes even free—support for event marketing. However, visibility doesn’t come automatically. Event organizers need to actively invest in social media efforts and make it easy for attendees and speakers to participate as well.
In this article, you’ll find tips for increasing your event’s social media visibility:
1. Create a social media content plan early
2. Schedule as much content in advance as possible
3. Enable attendee-generated content
4. Involve partners and speakers
5. Repurpose content after the event
6. Invest in short-form video and accessibility
7. Use paid advertising wisely
1. Create a social media content plan early
Preparation is key—even if social media appears spontaneous on the surface. Build your content plan around the event lifecycle:
- Building interest: Start posting before registration opens. Use teaser videos or behind-the-scenes content.
- Driving registrations: Increase posting frequency during ticket sales. Highlight benefits, share ticket availability, and encourage speakers to promote their participation.
Tip! Run a giveaway for registered participants where they enter by sharing their attendance on social media.
- Building excitement: Keep posting actively even if the event is sold out. Visibility is built over time.
- During the event: Share content in real time and highlight posts from attendees and speakers. Plan clear roles within your team to manage this during a busy event day.
- After the event: Keep your social channels active after the event—especially for recurring events.
2. Schedule as much content in advance as possible
Creating social media content takes more time than expected, and in busy moments it’s easy to forget. Schedule everything you can. Most platforms allow native scheduling, and there are tools to manage multiple channels at once. This ensures your content keeps flowing even when you’re busy with other tasks.
3. Enable attendee-generated content
Clearly communicate your official social media handles and event hashtag. This makes it easy for attendees to tag you and ensures you don’t miss user-generated content. Encourage participants to share content before, during, and after the event.
Tip! Make visibility easy: display your social handles and hashtags in event materials, signage, and even unexpected places like posters in common areas.
4. Involve partners and speakers
The more people talk about your event, the wider your reach. Provide partners with ready-made content to share, so posting doesn’t depend on their inspiration. Ask speakers to share short “see you at the event” videos on their channels.
5. Repurpose content after the event
Aftermovies are a classic, but don’t stop there. Repurpose your content into new formats: highlight key takeaways from speakers, create short videos of the best moments, and share behind-the-scenes content.
Tip! Document everything—from preparation to breaks. Even small moments can become engaging content.
6. Invest in short-form video and accessibility
Reels, TikTok, and Shorts currently offer the best organic reach. Plan vertical video content in advance so it can be shared across platforms. Add captions, alt text, and clear visuals. This improves both accessibility and discoverability—and makes your content easier to share.
7. Use paid advertising wisely
While organic reach is important, a small investment in paid ads can ensure your content reaches the right audience. Use tracking tools like UTM parameters and pixels to understand what actually drives registrations.
8. Don’t forget social SEO
Social media posts increasingly appear in Google search results. Use relevant keywords in captions and video titles to take advantage of this growing opportunity.
Social media visibility doesn’t happen automatically—but with planning and attention to detail, it can be built effectively. When you plan ahead, schedule content, involve participants and speakers, and continue your efforts after the event, your event will stay top of mind—and reach an even wider audience next time.
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