Facebook and Instagram Reveal How Users Discover Events
Facebook and Instagram are two of the most powerful event promotion platforms. And no one knows how event-goers use these platforms better than the teams at Instagram and Facebook. Download this ebook for exclusive new data and insights from the Instagram and Facebook Events teams, plus examples of how events like yours have already put their strategies into action.
Facebook and Instagram are two of the most powerful event promotion platforms. 700 million people use Facebook Events each month to find things to do, and 80% of Instagrammers follow at least one business.
You can turn these platforms into the most impactful part of your marketing strategy. But to do so, you need to understand how event discovery works differently on these channels.
No one knows how event-goers use these platforms better than the teams at Instagram and Facebook. Download this ebook for exclusive new data and insights from the Instagram and Facebook Events teams, plus examples of how events like yours have already put their strategies into action.
- Data-driven strategies to get your event discovered from Mike Bronfin and Virginia Maloney, product marketing managers at Instagram and Facebook Events
- How to use the platforms to reach a local audience and build your event’s community
- How five events have used the “event discovery flywheel” to grow their followings and attendance
The event discovery flywheel on Facebook and Instagram
People turn to Facebook and Instagram every day to discover local businesses and experiences like your event — and they want to share what they discover with their friends. This creates what Mike Bronfin, a product marketing manager at Instagram, calls a “flywheel” of event discovery. Once you set the wheel in motion, it will spin faster and faster on its own momentum — growing your following and attendance without taking up more of your team’s time.
A flywheel is a self-reinforcing cycle made up of a few key initiatives that feed each other and build long-term momentum.
Social media is a prime example of the flywheel effect in action. The more you post and gain followers, the more people come to your event, the more people post on social media about your event — which in turn drives more followers to your account and the cycle begins again.
“Facebook Events makes it easy for people to find things happening near them,” says Virginia Maloney, product marketing manager at Facebook Events. “People can explore events in their area, see suggested events their friends are interested in, and get notified about events created by Pages they follow. It helps strengthen local communities.”
On Facebook and Instagram, where users are constantly engaging with local businesses’ content, events have a prime opportunity to push the flywheel into motion in a few simple steps:
- The content you post on Instagram and Facebook grabs users’ attention
- Users learn more about your event and buy tickets
- People post at your event, driving more people to check out your content and your events
“This flywheel is a powerful way for businesses to be discovered by their local community,” says Mike Bronfin, product marketing manager at Instagram. “Encouraging the right types of content creation and sharing while customers visit your event is the best way to get discovered.”
It’s a cycle that creates exponential exposure and — if your team takes full advantage — massive ticket sales.