How to promote my event on Facebook? 1/2

How to promote my event on Facebook? 1/2

Today, social net­work Face­book has become a major play­er in the world of online adver­tis­ing. Face­book accounts for more than one and a half bil­lion active users every month!

For event organ­is­ers, it rep­re­sents a pow­er­ful pool of poten­tial cus­tomers.

In this series of arti­cles, we will help you under­stand the basics of Face­book adver­tis­ing before you start.

Why Facebook? The basics of online advertising

If you mas­ter this chan­nel, it is pos­si­ble to get very good results in terms of return on invest­ment. The rea­sons to get start­ed on Face­book are there­fore mul­ti­ple:

  • Mil­lions of users,
  • Pre­cise tar­get­ing: wher­ev­er you are, what­ev­er the theme of your event,
  • No min­i­mum bud­get: what­ev­er the size of your event,
  • Flex­i­bil­i­ty in terms of the ad mes­sage

Do you have a Face­book page? Cre­ate an adver­tis­ing account by fill­ing in your basic data and a pay­ment method. You will then be ready to cre­ate your first ads!

When cre­at­ing your cam­paigns, keep an idea in mind: the more gran­u­lar the struc­ture and seg­men­ta­tion, the more effec­tive the opti­mi­sa­tion will be, and the bet­ter and more prof­itable your cam­paigns will be.

1 / Your audience

Tar­get­ing is one of the most impor­tant ele­ments in a cam­paign. Accu­rate and pre­cise tar­get­ing will allow you to reach peo­ple inter­est­ed in your event (rather than all Face­book users). In par­tic­u­lar, you need to think about some main cri­te­ria:

  • Gen­der: men, women, both?
  • Age: You can reach inter­net users aged 13 to 65+
  • Geo­graph­ic area: Would you like to tar­get the UK? Any spe­cif­ic region? A few spe­cif­ic cities?
  • Inter­ests: What are the inter­ests of your tar­get audi­ence? (Sim­i­lar events, indus­try, rel­e­vant influ­encers …)
  • Elec­tron­ic device: Mobile and lap­top

Impor­tant: Face­book and mobile are inter­re­lat­ed. You can­not run Face­book cam­paigns with­out think­ing about mobile. Thus, by run­ning sep­a­rate cam­paigns, you can cre­ate mobile ads that are more appro­pri­ate, with a suit­able bid adjust­ment.

2 / Budget

There is not, strict­ly speak­ing, a min­i­mum bud­get required to adver­tise on Face­book. It can range from a hun­dred to sev­er­al tens of thou­sands of Euros. Nev­er­the­less, you should know that you will not be able to set a dai­ly spend under €5 for each set of adver­tise­ments. You must, there­fore, mon­i­tor your spend­ing very close­ly for the first few days of the cam­paigns to avoid bad sur­pris­es! You should con­sid­er before­hand the over­all amount that you want to spend pro­mot­ing your event and spread it over a spe­cif­ic peri­od

3/ Schedule

Your event has a lim­it­ed dura­tion. It is there­fore not use­ful to com­mu­ni­cate all year long. So, when to start the cam­paigns? When should I start reach­ing out to peo­ple?

Gen­er­al­ly, I rec­om­mend launch­ing cam­paigns 3 weeks to a month before the start of the event. But this will depend on your bud­get and the scope of your event. How­ev­er, if I have any advice to give you, it is to spread the bud­get over the peri­od. Do not spend every­thing in the first two days. Divide your bud­get for the num­ber of days and try to stick to it. Oth­er­wise, you will cut off part of the pop­u­la­tion. Also take the time to think about the struc­ture of your cam­paigns, before launch­ing them.

4/ The two types of campaigns

The most impor­tant thing here is to talk about your event to attract as many peo­ple as pos­si­ble. Ide­al­ly, you should con­sid­er two types of cam­paigns: a first set to gen­er­ate clicks to your web­site and a sec­ond to gen­er­ate likes on your page.

The first set will allow you to reach peo­ple with spe­cif­ic inter­ests and redi­rect them direct­ly to your web­site. The goal is, of course, to gen­er­ate clicks and thus to encour­age the user to buy a tick­et.

The sec­ond set will allow you to gain more fans on your Face­book page. Once cam­paigns are stopped, and as soon as you pub­lish a post, the broad­cast will be wider. The more fans you have, the more updat­ing your Face­book page will make sense!

You’ll find in our sec­ond part How to pro­mote my event on face­book? 2/2:

  • The KPIs to track and opti­mi­sa­tions
  • Bid­ding strate­gies
  • The main opti­mi­sa­tions
  • The top 10 expert tips

You too can plan your event eas­i­ly with Weezevent by click­ing below:

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