In the digital age, event attendees may seem to be more interested in their phones than what is happening on stage. Instead of fighting to convince your attendees to be present at your event, embrace it. Using social media at events is a must for today’s event professionals. However, the platforms continue to change, offering new ways to promote events and engage audiences. These three social media features will help you take your event to the next level and change the way you interact and communicate with your attendees.
Facebook and Instagram Live
Both platforms have a basic live feature allowing businesses to visually show-and-tell in real-time. People can now be part of the action either before, during or after the event has occurred. It’s a versatile way to reach your target audience as well as additional Facebook and Instagram users who may come across the content.
Facebook and Instagram Live can be used to increase awareness about an event, reveal a “first-look exclusive” to entice individuals to attend an event or to increase excitement among those attending. This could include showing products, venues, excursions or a sneak peek behind the scenes of how the event is created.
During an event, if attendees can’t join a certain session, this feature allows the content recorded to be shared after it has gone live, so guests can still participate in the event without physically being there, and, at their convenience.
Facebook and Instagram Live can also be utilized to establish more engagement. For example, if an event has a Q&A session with a speaker or expert, audience members can comment or ask questions on the live post and have them answered instantly on the platform. Once you have captured your video, you can save and share it on other platforms to spread the message even further. Using Facebook and Instagram for events creates a direct approach that can establish a human connection and create a more memorable experience for your attendees.
Snapchat Geofilters
Snapchat geofilters are location-based filters that allow individuals to share their location 
with others on the platform. This feature helps promote an event and company’s brand image, while also amplifying engagement and buzz. As awareness grows, attendees are motivated to join in and create content for your event.
Our PR team created a Snapchat geofilter for a restaurant client’s cider dinner. The team did a Snapchat takeover on the popular account Only in Boston and live posted throughout the event using the geofilter. The client’s content alone received more than 45,000 views over a 24-hour period.
There are two types of geofilters: community and on-demand. The on-demand filters can be purchased by brands to promote an event. Community filters mark certain locations, but no brand logos are accepted. Filters for events produce custom creations that will make your event more memorable. When creating these geofilters, it is important to give yourself enough time for the filter to be approved by Snapchat, capture the correct radius of your event (the bigger, the more expensive) and design a filter that represents your event best. See what all the buzz is about and create your own geofilter!
Instagram Stories
Instagram has developed features allowing users to create polls and pose questions on Instagram stories. Using Instagram for events is a great way to utilize the platform to discuss topics and increase engagement, foster collaboration among attendees, and allow attendees to be part of the process. For instance, use the poll feature to have individuals choose between two options and they can watch their choice come to life at the event.
Social media has the power to make a large impact on an event when it is used to its full potential. Utilizing these features will increase audience interaction and engagement, enhance visibility and help elevate your event to reach a new event-going demographic. Check out other ways to enhance your event using technology with virtual and augmented reality.
