The power that social media can have on events is real.
Here’s proof: A whopping 80% of Gen Z say social media—including influencers, social media posts, viral videos and searches on TikTok—provides them with the best event recommendations, according to an EventBrite study. Additionally, 68% of Gen Z would be willing to pay a higher ticket price for an event that’s been influencer-endorsed.
It’s no wonder chief marketing officers and event organizers are so eager to crack the algorithm code. But for all its value, finding success across social media channels can be as infuriating as the discourse on the day’s news.
Should a post flop, there’s no need to feel bad. It happens to the best of us. Just ask Nadia Howse-Ray, client success manager at Precision Social, a marketing strategy firm.
Howse-Ray, who rose to fame with a stock market-based YouTube channel, admits she doesn’t always score with her attempts for a viral post. “It’s funny, because sometimes it’s the ones you put the most time into [that are the duds],” she tells Vendelux.
That said, Howse-Ray strongly recommends not overreacting to one disappointment. Capturing lightning in a bottle is tricky, and trying too hard can be a turn off. “It can look like you are trying to throw your money around,” she warns.
The age-old debate of quality versus quantity shouldn’t be an argument. Quality is the clear winner, Howse-Ray says.
“It really starts from understanding your brand,” she says. “Know your value and your expertise.”
Here are some tips Howse-Ray offers brands marketing events on social media:
1. Prioritize quantity, but don’t overdo it.
Brands and event companies often fear that even a day of silence could cost them a potential customer. But the reality is coming on too strong is just as ineffective. “Three days per week is the sweet spot,” she says.
2. Choose your battles.
There are a whole host of social media channels with their own strengths and weaknesses. Thus, brands need to understand their audiences to determine the best platforms to reach them on. Among the biggest considerations for marketers is whether it’s worth putting up with the competition or noise around certain channels. “If you can’t put the energy into the platform, don’t be on it just for the sake of being on it,” Howse-Ray advises.
3. Let marketers help you.
The wall between event planners and marketing teams still exists, laments Howse-Ray.
Without the right information, social media managers will struggle to create purposeful posts that showcase the brand. “I think there’s this conception that a good marketer can just sell it, but you need to know a lot in order to properly do that,” notes Howse-Ray, adding that a restaurant week campaign she created went viral because she had enough information to strike the right chord.
4. Think big picture.
Viral posts are great, but consistency is better. “You want that brand loyalty,” Howse-Ray says. “It shouldn’t just be about someone following you into one-off things.”
5. Tell a story with video.
TikTok connects with younger audiences because its video content resonates more than static images, GIFs and punny X posts. According to Howse-Ray: “Storytelling is the biggest thing, and it’s usually most engaging with video. But some people make really good carousels.”
6. Open the curtain.
One of the most effective techniques Howse-Ray has used involves going behind the scenes with a company owner or organizational staff. She says the sneak peeks make her clients more relatable. “People like they’re getting to see a different side of you,” she says.
7. Don’t forget about quality.
Finding the nuances in quality and quantity is key when it comes to social strategy.
Howse-Ray’s main piece of advice is to get the post right, and the rest will follow. “I think if you have a really good piece of content, it’ll most likely perform great across all channels,” she says.
