Why Facebook Ads?
Because Facebook is still the most used social media platform, knowing how to use it to promote your events and increase engagement is a necessary asset, particularly when it comes to connecting with a younger demographic, for whom Facebook is their playground. A whopping 89% of 18-29 year olds use Facebook.
Facebook users are the most active users of any platform, making it an ideal place to advertise: 70% engage with the site daily (and 45% do so several times a day). But one hurdle with using Facebook is the “flooded Newsfeed.” Your ability to have your posts and content visible has become more difficult. Facebook’s solution for this is Sponsored Posts – a paid ad that shows up in a user’s newsfeed while maintaining an organic quality that makes it look like a regular post.
Sponsored Posts and Ads
Creating a Facebook ad is easy if your venue already has a Page. Because all the content on Facebook must come from Facebook users, you must be registered with Facebook to create an ad.
When you create an ad on Facebook, you have the option to create a new ad or boost an existing post or event. You must also choose an advertising objective, including post boost, clicks to website, event responses, local awareness, or page likes.
A boosted post will show up on a user’s newsfeed just like a regular post. The only difference will be in the top left hand corner, where “Sponsored Post” will be written below your brand. Here’s the beauty of a boosted post:
- Audience Definition: target exactly who you want. That means if you have a Jon Bon Jovi concert coming up in Vancouver, you can target people who live within 50 miles of Vancouver and have “Jon Bon Jovi” listed as an interest. You can easily play around with targets until your reach is reasonable. Facebook has a handy dial to show you when you have an ideal reach for your ad.
- Set a specific budget: If you’re on a tight budget, a Facebook ad could be an ideal way to promote your event. Facebook allows you to set a specific daily or lifetime budget, and will continue to run your ad until your budget runs out.
- Convert friends of friends. This is more a feature of the “Event Responses” ad, but I wanted to mention it anyway because it allows you to specifically target friends of friends who are already attending your event. This is FOMO – Fear of Missing Out – played out beautifully.
Facebooks boosted posts can be an ideal way for small venues without a large marketing budget to advertise for their event. Its remarkable targeting abilities allow venues and events to advertise to only a select group of people who are already within the area and have expressed an interest in the type of event or artists. Because you can run multiple ads through the same campaign – keeping your campaign objective and targeted demographics the same, and changing your copy and/or images – it’s easy to run A/B tests and find out what’s working. Facebook will even let you run multiple ads and then continue to run only the ad that performs the best.
Advertising with Twitter
Twitter now offers more objectives for advertising. You have a few options with advertising on this platform for promoting events: ads that promote engagement with your tweet – impressions, retweets and favorites, — and ads that promote website clicks or conversions. Both are useful for increasing discovery for your event, or for increasing ticket sales. If your goal is to pick up more twitter followers, you’ll want to promote your account instead of your tweets by creating a follower’s campaign.
Today we’ll focus on promoting tweets, since many venues are already in the habit of tweeting their upcoming events.
You may have noticed that promoted tweets are showing up in your twitter feed.
Promoted Tweets can be a great way to increase event awareness, specifically targeting fans that don’t follow you. Much like boosting a post on Facebook, Twitter allows you to take a tweet that’s already been posted, and promote it to garner more impressions and engagement.
Here are two ways you can use Twitter to advertise before your event:
- Create a Tweet just for promotion. Twitter allows you to create a tweet and use it only for promotion, rather than take an existing tweet and promote it. This allows you to create an ad for a specific demographic and then target that demographic with your tweet. Because it still functions like a normal tweet, users can still retweet and favorite it.
- Promote a video. Videos are a great way to engage Millennials! Twitter lets you promote a specific video – this is a great way to share exclusive interviews, behind-the-scenes information, or promotional ads before a show. You’re allowed to share videos up to 10 minutes long, but we recommend short & sweet videos that will keep your fan’s attention.
Now that you’ve got the basics down for creating ads on Facebook and Twitter, make sure you test, test, test! See what works best for your venue or specific event so that you can get more butts in your seats.
How have you used Facebook or Twitter to connect with your audience? At what point do you start posting about an event on your social media accounts? Leave us a comment with your own experience.