3 Key Things to Consider When Promoting an Event on Facebook

So you’re planning an event and want to attract more attendees.

When it comes to promoting an event on Facebook – whether your event is small or large – there are a few key things to understand about reaching your target audience. 

How do you get around the elusive Facebook algorithm, cut through the clutter of cat videos, soapbox rants, used couch postings and get your event seen? The answer is easy: you have to pay to play. Without boosting your event by creating Facebook ads, reaching your ideal consumers organically can be hard. (Organically means you don’t put any money behind it and just wait for your event to be “found” on its own.) Before you get started, here are 3 key things to consider when promoting an event on Facebook.


Goals: Have More than One

One of the most important things to do before starting a Facebook Ad campaign for your event is to identify your end goal. Do you want event attendees to purchase tickets on your website? Or maybe you want to gather RSVPs. There are pros and cons to each objective.

For example, if the objective is to get event responses (or RSVPs on your Facebook event), the ads may be more expensive, but you can send messages and event updates to those “interested in your event.” Additionally, Facebook will also share your event with those users’ friends AND remind them that your event is near. (You’ve likely seen alerts that your “Friend” is interested in an event near you in your feed or in your notifications.) This provides exponential bonus value beyond the original click – and should be an important part of any event strategy.

On the other hand, an event ad to generate clicks to learn more about your event may give you a lower CPC (cost per click), and increase traffic to your website. This type of ad objective will deliver your audience straight to content you most want them to engage with, however you will miss out on being able to quickly connect with those who might want to attend the event.


Consider Lifetime Budgets vs Daily Budgets


Let’s say you have the budget to spend $5/day on your ad for the duration of the campaign. Facebook will show the ad repeatedly until that $5 is gone – even if your target audience is not available, or it’s 3:00 AM and they’re half asleep.

Consider using a lifetime budget instead of a daily budget. Facebook will utilize its AI to show the ad at the right time to the right people, and stretch your budget over the duration of your campaign. One day you might spend $2 and the next you might spend $10 – but the algorithm is smart and will maximize engagement to the best of its ability.

Pro tip: you can also set time restraints on your ads to determine when your ads are shown.


Define your Audience

Targeting the whole metropolitan area is almost always NOT the best strategy for Facebook advertising. Detailing the interests of your audience will help ensure that your ads are seen by those most likely to be interested in your event.

Facebook is always releasing new features, changing its targeting strategy and pushing viral videos to distract your audience. Test different graphics, try different targeting and write different headlines to see what works best for you.

Contact us – and let’s discuss your next integrated marketing campaign, including an awesome Facebook ad strategy!

May the algorithm be with you!