This is a guest post from Virginia Maloney of the Facebook Events team.
Facebook isn’t just the world’s most popular social media platform. It’s also a powerful events hub. With 490 million people using Facebook events every month, it’s the discovery site everyone turns to when they want to find out what’s going on.
Naturally, Facebook is also a competitive space for event marketers. Last year alone saw 38 million events created by Facebook Pages. It’s easy to get swallowed alive by the sheer volume of other events competing in the space.
To stand out, you need to know a few crucial things. Facebook’s display algorithms reward events that are listed and advertised in particular ways.
In my role as Business Product Marketing Manager for Facebook Events, I help event creators take advantage of all that Facebook has to offer. Here are my top tips.
Tip #1: Make your event “Facebook official”
Anyone can set up a Facebook event. But if you don’t want your event to get lost in a sea of events, you best make it “official.”
That means creating your Facebook event through one of Facebook’s partner APIs. With Eventbrite’s Facebook integration, you can automatically publish your event listing to your Facebook page when you set the event up. You can even publish it to multiple Facebook Pages at once.
This saves you time, but it also boosts your reach. When you create an event through Facebook’s Event API, it’s guaranteed to meet certain policy and creative requirements. These requirements increase the potential of your events to receive more engagement and discoverability on our platform.
Tip #2: Render it mobile
You don’t just want people to find out about your event. You want them to buy tickets.
Since the majority of Facebook traffic today takes place on mobile, you’ll want to make sure your checkout process is mobile-optimised. The user shouldn’t have to pinch and zoom to read text or make a purchase. The “buy” button should be easy to find and click on a small screen. The form fields must be mobile-friendly.
Taking these steps reduces friction for users and makes it easier to check out. In fact, events see a 160% lift in conversion with mobile-optimised payment processes. But there’s an even faster way to reduce checkout steps and sell more tickets through Facebook…
Tip #3 Sell tickets directly on Facebook
Since you’re already promoting your event on Facebook, why not sell tickets directly on Facebook?
This is entirely possible through Eventbrite’s Facebook integration. When you publish your event to Facebook via Eventbrite and enable our integrated ticket check-out experience, a “get tickets” button automatically appears on your Facebook Event listing. Now, fans can buy tickets without ever leaving their Facebook app.
Since both Eventbrite and Facebook consistently rank in the top 100 most trusted sites on the web by Moz, fans consider this a trustworthy way to buy tickets. And more importantly, it helps minimise the risk of fallout — people who get distracted or frustrated during the registration process and never complete the task.
Tip #4: Manage and monitor your events faster
With Facebook Events seeing 40% year over year growth in people engaging with events created by Pages each year, Facebook works hard to make event publishing easier for event creators. With Facebook Publishing Tools, you can publish, edit, and update multiple events from one dashboard.
Similarly, Facebook Event Insights allows you to view insights about the people your events have reached and their response to each event. If you are using the Eventbrite integration, you can also see how many people clicked on “Buy tickets” on Facebook.
Soon, the feature will be redesigned to include expanded audience insights to give you a better sense of who your audience is.
Facebook supports event creators by making events easy to publish and manage, and also makes it simple for users to find events with powerful search and browse capabilities. But the mightiest boost for event creators builds on all of the above.
Tip #5: Target your ads to the right audiences
Facebook’s targeting tools are highly sophisticated, making for an extremely effective ad platform. To reach a new audience or do a better job of connecting with your current target demographic, boost your event.
You don’t have to have a Grand Final-worthy ad budget to make an impact with a boosted event post. Not even close. In fact, one of Eventbrite’s customers in the US, Lewis Ginter Botanical Garden, spent just $50 to boost a post and saw a 61x return on their ad spend. The event sold out in ⅔ of the time it normally would have.
Event creators have a lot to gain from boosting their events, particularly if they are using Eventbrite’s integration to sell tickets directly on Facebook and can include a “Get tickets” call-to-action button in the ad. Customers who see the ad can click the button immediately to act on their impulse to attend and purchase a ticket all within the app.
Facebook’s ad pricing is unique in that the social platform charges less for ads that are more relevant to audiences (what they call a Relevance Score). This might sound contradictory, but it’s for a good reason: Facebook constantly strives to present better options to its users. So if your ads hit the mark with your audience, you actually pay less.
By using Facebook’s targeting parameters to reach receptive audiences, your ads become more relevant… and less expensive. And more importantly, they do a better job of reaching the right audience, so you sell more tickets.
For more advice, check out the full guide: How to Master Facebook Advertising and Sell More Tickets.