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Social media marketing plays a vital role in promoting events and communicating to potential attendees what sort of experience they can expect.

That being said, there is no ‘one-size-fits-all’ social media strategy. Different events attract different audiences, and different audiences use different social networks. The very best event organisers test a range of social channels to discover which style of content best reaches and engages their target audiences.

In this article, we’ll give you a quick insight into four of the most popular social media channels for events marketing so you can successfully promote your upcoming event.


Did you know, there are 17 million active monthly Facebook users in Australia? Believe it or not, it’s true. And, with the majority of Aussie users checking their feeds daily, Facebook definitely wins out when it comes to audience reach.

The downside of Facebook’s popularity is the oversaturation of content. Users scroll through story after link after photo after video on their News Feeds, waiting for something of interest to jump out. Your posts must pack a punch if your event is to be successful on Facebook

So, what do Facebook users want? Authentic storytelling.

Falls Festival does a fantastic job of engaging users on their Facebook page with authentic storytelling. The 3-day music festival – with events across the country – posts video content from the crowd. Users can see exactly what it’s like to be at the festival, in the mosh pit, dancing the night away.


If your event aims to inspire wellbeing, Instagram is the channel for your event.

Instagram dominates the health industry, with fitness ‘influencers’, trainers, yoga teachers, nutritionists, and motivational speakers accumulating hundreds of thousands of followers.

Instagram users favour visually appealing, curated content that reflects a ‘perfect’ lifestyle. To achieve this, it may be worth investing in a photoshoot, or brushing up on your iPhone photography skills and learning the ins and outs of basic photo editing.

The Mind Body Spirit festival, for example, has created a cohesive Instagram feed that combines inspirational quotes, health foods, and fitness imagery. The content is a harmonious balance of relatable and inspirational.


Snapchat is unique in that the content uploaded expires after 24 hours. Because of this, Snapchat is a great tool for keeping attendees and potential attendees in the loop and up-to-date with current events.

Snapchat content is most successful when it’s live and comes from within the event. For example, you might take a short video of one of your event’s speakers or performers, a photo of the delicious food at your opening party, or a quick pan of a packed-out venue.

Oz Comic-Con keeps its fans engaged with exclusive behind-the-scenes footage, special messages, and other unique content on Snapchat. The event makes it easy for attendees and fans to connect via a snapcode uploaded to their website.


Twitter is the ideal network for exchanging thoughts and ideas. It is most popular among business events, academic events, and conferences.

Through Twitter, attendees can engage in virtual networking by following the Twitter profiles of your event’s speakers. There, they can read more about the ideas discussed via shared links, and engage in conversations with other attendees.

‘Live tweeting’ is also a popular marketing strategy for events. These Tweets are sent on-site and document the goings-on as they happen.

The Melbourne Writers Festival posts links to articles of interest, photos, and videos daily to their Twitter. They also retweet speakers and authors from past festivals. As a result, the conversations do not end with the festival. Instead, they are on-going and keep attendees coming back for more year after year.

Have you implemented event marketing into your campaign?

Here at Swift Digital, we can help you create an event marketing campaign packed with the right features to make it a success!  

To find out how your business can get the best out of Swift Digital’s platform, contact our Sales Team today on 02 9929 7001.  

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