Why it’s risky to limit the promotion of your event to social media

While social media platforms are popular to promote cultural events, it is essential not to limit your efforts to just that and to consider other channels. It will help you reach a wider audience and generate a buzz around your event. Relying too heavily on social media to promote your event can be risky.

  1. Social media platforms have millions of users, but not all of them are interested in what you do. Being on there only doesn’t mean that your event will reach the audience you want. Depending on your content, social media algorithms and other factors, your posts may not appear in your followers’ feeds, therefore limiting your potential audience.
  2. With so many events being promoted on social media, your event can get lost in the crowd. It can be challenging to stand out and capture the attention of potential attendees, making it difficult to make your event visible to the right people.
  3. Users on social media have a short attention span, and it can be difficult to capture their attention and keep it for an extended period. This can limit the effectiveness of your promotion.
  4. Social media can’t replace the personal connection that comes from face-to-face interactions, essential for building relationships with your audience.
  5. Social media is a public space when posts may receive negative feedback from users which could impact the perception of the event and discourage others from attending.
  6. Searching for specific information on social media platforms can sometimes be challenging because they have limited search functionality. They generate a large volume of content every day, making it even more difficult to find specific information, as you may have to sift through a lot of posts to find what you are looking for.
  7. Crucially, it’s important to note that not everyone uses social media! This means that you may miss out on potential attendees who are not on there.

It’s essential not to rely solely on a social media strategy to promote your work but to use a combination of tactics to reach your target audience effectively.

  1. Your website is a good place to start, as you can direct everything else to it. Make sure every medium you use sends people back to your website. Optimising it for search engines will help increase the visibility of your event in search results. Use relevant key words in our website’s content to improve your page’s ranking and attract more visitors.
  2. Submit your event to event listing websites and directories such as Culture in Kent. They are more focused and specific and are typically used by people who are already looking for events to attend. Listing an event in a directory improves its visibility in search engine results, making it easier for people to find information about it online.
  3. Email marketing is a highly effective way to promote an event as you reach out to your subscribers, people who are already interested in what you do. You can reach people with a regular newsletter and also with one off event related emails.
  4. A well-written press release can attract the attention of journalists, editors, bloggers resulting in increased coverage and exposure for the event into magazines, newspapers and online publications.
  5. Flyers can be distributed to a wide range of potential attendees, including people who may not have access to online platforms or social media: in local news outlets, retailer, community centres, information centres, toutist offices etc… and also  straight into people’s homes. In fact, holding a physical flyer creates a more personal and tangible connection with the event than a digital promotion. They serve as a physical reminder of the event, as people keep them on hand or stick them on their fridges or notice boards.
  6. Consider paid advertising on social media platforms or in your local press to reach a broader and targeted audience.
  7. Collaborating with people and organisations who are relevant to your event and share your target audience can help increase its visibility. Engaging with their following can help you attract a more diverse and engaged audience.

By diversifying your marketing efforts, you will increase the chances of your event’s success and you will also build a following for future events.


Author: nathalieb