So you’ve got an event coming up. You’ve nailed the venue, locked in the speakers, sorted catering, and sent out invites. But how are you getting the word out in a way that actually drives engagement, and keeps your event top of mind before, during, and after it’s over?
Enter: your social media event strategy.
Social media isn't just for sharing photos after your event. When used intentionally, it can help you boost registrations, build hype, encourage real-time interaction, and even extend the life of your event long after the lights are out.
Let’s walk through exactly how to plan and execute a smart, effective strategy, whether it’s your first event or your fiftieth.
Why you need a social media strategy for events.
Before we dive into the how, let’s talk about the why.
A well-thought-out social media event strategy:
- Gets more eyes on your event before it begins.
- Drives traffic to your registration process.
- Encourages attendees to promote the event for you.
- Creates real-time engagement during the event.
- Gathers feedback and user-generated content post-event.
- Extends the reach and value of your event through ongoing content.
In short? It’s your secret weapon for turning a one-day experience into a long-lasting brand moment.
Step 1: set clear goals for your event campaign.
You can’t measure success if you don’t define what success looks like.
Ask yourself:
- Do we want to increase sign-ups or ticket sales?
- Are we focused on generating buzz and brand awareness?
- Do we want to foster community and conversation around a topic?
- Is our goal to get people talking about the event during and after?
Your social media event strategy should align with your event goals, and each platform can play a different role depending on your audience.
Pro tip: If the goal is feedback or community building, think about incorporating an open-ended question into your post-event content to keep the conversation going.
Step 2: know your audience (and where they are).
Are your attendees mostly corporate professionals? LinkedIn is your power channel.
Are you targeting creative entrepreneurs or social-first brands? Instagram and TikTok might lead the way.
Running a public or community-focused event? Facebook and X (formerly Twitter) are still in play.
Tailor your content and platform mix based on:
- Where your ideal event attendees already spend their time.
- What kind of content they engage with (video, stories, infographics, etc.).
- The tone and style that resonates with them.
Step 3: create a pre-event content plan.
This is where the fun begins. Start posting around 4–6 weeks ahead of your event and focus on building awareness and excitement.
Here are some easy content ideas for your pre-event plan:
- Save-the-date posts with your branding and event date.
- Speaker announcements with quote graphics.
- Teasers or behind-the-scenes setup videos.
- Polls to let people vote on topics or formats.
- User testimonials from people who attended this event in the past.
And don’t forget a clear call to action in every post. Whether it’s “register now,” “tag a colleague,” or “drop your questions,” make sure it’s obvious what the next step is.
Step 4: engage during the event in real time.
Real-time content is the secret sauce that makes your event feel alive on social.
Use Instagram Stories, LinkedIn Live, or even TikTok to:
- Share highlights from sessions or speakers.
- Interview attendees between workshops.
- Give shout-outs to top questions or shared posts.
- Post behind-the-scenes team moments.
- Encourage people to use your hashtag and tag the event.
Bonus tip: Assign someone from your team to own social media during the event. Their job? Post consistently and capture moments that reflect the energy and atmosphere.
Step 5: keep the buzz going post-event.
Just because the event is over doesn’t mean your strategy is.
Keep the momentum by:
- Posting highlight reels or a video recap.
- Sharing slides or downloadable resources.
- Featuring attendee quotes or images.
- Asking for feedback via poll or form (which helps improve the attendee experience).
- Encouraging attendees to share their key takeaways and tag you.
And of course, thank everyone - attendees, sponsors, speakers - for being part of it.
Step 6: track what worked (and what didn’t).
Data is your best friend. Review your metrics across platforms to find out:
- Which posts drove the most traffic to your registration page.
- What content generated the most engagement.
- When your audience was most active.
- How many mentions or uses your event hashtag received.
Use this data to refine your next social media event strategy. Every event gives you more insight into what resonates with your community.
Bonus: don’t forget the power of UGC.
Encourage your attendees to create and share their own content during the event.
This could include:
- Photos with branded backdrops.
- Quotes from speakers.
- Shout-outs to people they connected with.
- Feedback on what they loved (or what could be improved).
User-generated content expands your reach and adds authenticity and builds trust. And it’s often content you can reshare across your channels (with permission, of course).
Final thoughts: your social media strategy = your event amplifier.
Your event might be one day, but the impact can last far longer with a smart social media event strategy.
Plan early, stay consistent, and keep your audience at the center of your content. Whether you're trying to boost engagement, fill seats, or improve how people experience your event, social is your most dynamic and cost-effective tool.
Now go make some noise!
Tip: For more inspiration, check out our ultimate event planning checklist.