Facebook isn’t just the world’s favourite social media platform; it’s also a powerful events hub. With 490 million people using Facebook events every month, it’s the discovery site many people turn to when they want to find out what’s going on in their area.
Naturally, Facebook is also a competitive space for event marketing. Last year alone saw 38 million events created by Facebook Pages. It’s easy to get overwhelmed by the sheer volume of other events competing in the space.
To stand out, you need to know a few fundamental things. Facebook’s display algorithms reward events that are listed and advertised in particular ways.
So here are a few of our tips to help you market your event more efficiently on Facebook.
Optimise it for mobile
You don’t just want people to find out about your event. You want them to buy tickets.
Since most Facebook traffic takes place on mobile, you’ll want to make sure your checkout process is mobile-optimised. The user shouldn’t have to pinch and zoom in to read text or make a purchase. The “buy” button should be easy to find and click on a small screen. The form fields must be mobile-friendly.
Taking these steps reduces friction for users and makes it easier to checkout. In fact, events see a 160% lift in conversion with mobile-optimised payment processes. With Helm Tickets, the event page we create for you and the whole checkout process is already mobile optimised.
Manage and monitor your events faster
Facebook Events sees 40% year on year growth in engagement; Facebook works hard to make event publishing easier for event creators. With Facebook publishing tools, you can publish, edit, and update multiple events from one dashboard.
Similarly, Facebook event insights allow you to view insights about the people your events have reached and their response to each event.
Soon, Facebook will redesign the feature to include expanded audience insights to give you a better sense of who your audience is.
Facebook supports event creators by making events easy to publish and manage and also makes it simple for users to find events with powerful search and browse capabilities.
Target your ads to the right audiences
Facebook’s targeting tools are highly sophisticated, making for an extremely effective ad platform. To reach a new audience or do a better job of connecting with your current target demographic, boost your event.
You don’t have to have a huge ad budget to increase the impact of an event post.
Event creators have a lot to gain from boosting their events, customers who see the ad can click on the ad immediately to act on their impulse to attend and buy a ticket all within the app.
Facebook’s ad pricing is unique because the social platform charges less for ads that are more relevant to audiences (what they call a ‘relevance score’). This might sound contradictory, but it’s for a good reason: Facebook constantly strives to present better options to its users. So if your ads hit the mark with your audience, you actually pay less.
Using Facebook’s targeting parameters to reach receptive audiences, your ads become more relevant and less expensive. And more importantly, they do a better job of reaching the right audience, so you sell more tickets.
Facebook is an incredibly powerful event marketing tool to use to promote your event better. By making the most out of their events feature combined with some PPC (pay per click) ads, you can see a huge uptake in ticket sales if done right.