Social Media Strategies to Maximise Event Attendance

Promoting events through social media is a crucial part of event marketing. Whether you're hosting a webinar, virtual conference, hybrid event or live stream, social platforms like LinkedIn, X, and Facebook can dramatically increase your event visibility, engagement and ultimately, attendance.

This guide walks you through proven social media marketing strategies that drive event registrations and boost audience participation. Before, during, and after your event.

Why Social Media Is Essential for Event Promotion

Social media platforms give event organisers direct access to vast, engaged audiences. With the right strategy, you can:

• Increase event awareness among your target demographic

• Engage your audience with compelling visual and interactive content

• Build FOMO (Fear of Missing Out) through real-time updates and social proof

• Encourage registrations and shares through word-of-mouth amplification

• Keep the conversation going long after the event ends

Whether you're hosting a live webinar, virtual summit, or hybrid product launch, a well-executed social media strategy can significantly increase event ROI.

Pre-Event Social Media Strategies

1. Define Your Goals and Channels

Start by identifying which platforms align best with your target audience:

• LinkedIn: Best for B2B events and professional webinars

• Twitter/X: Great for real-time updates and live engagement

• Facebook: Ideal for building event communities and reaching broad audiences

• Instagram: Useful for visual storytelling and short-form video

Establish KPIs such as registration numbers, reach, engagement, and click-through rates.

2. Create a Branded Event Hashtag

A short, memorable hashtag helps group all your content, conversations, and attendee posts. Keep it unique and relevant to your brand or event name.

Example: #streamGoLive, #WebinarWorld2025

Use it consistently across all of your promotional posts and encourage speakers and attendees to use it as well.

3. Design a Social Media Calendar

Map out your content in the weeks leading up to the event. Include:

• Speaker introductions

• Agenda highlights

• Countdown posts

• Behind-the-scenes content

• Early bird reminders

• Teaser trailers and testimonials

Consistency is key. Use scheduling tools like Buffer, HootSuite, or HubSpot to streamline posting.

4. Launch Teaser Videos and Visuals

Short videos and animated graphics attract more attention than static posts. Consider creating:

• A 30-second promo video

• Speaker highlight reels

• “Top reasons to attend” reels

• Instagram Reels or TikToks

These should be mobile-friendly and captioned for accessibility.

5. Collaborate with Speakers and Influencers

Ask speakers, sponsors, and industry influencers to promote your event to their own followers. Provide them with pre-written copy, branded graphics, and a unique tracking link.

A single share from an influencer with a relevant following can lead to a significant spike in registrations.

6. Run Paid Social Media Ads

Organic reach only goes so far. Complement your strategy with targeted paid campaigns:

• Use LinkedIn Ads for precise job title targeting

• Re-target website visitors and email subscribers with Facebook Ads

• Promote your teaser videos as Instagram Story ads

Ensure your landing/registration page is optimised for conversion with a clear CTA.

Social Media Tactics During the Event

1. Go Live!

Use Facebook, LinkedIn, or Instagram Live to stream:

• Opening sessions

• Interviews with speakers or attendees

• Behind-the-scenes moments

This increases visibility and drives late sign-ups for longer or multi-day events.

2. Share Real-Time Highlights

Post:

• Quotes from speakers (with graphics)

• Poll results and live audience reactions

• Session takeaways

• Photos or screenshots from virtual rooms

Tag speakers and participants to amplify reach.

3. Encourage Attendee Participation

Prompt attendees to:

• Share their takeaways using your hashtag

• Post screenshots of their setup

• Participate in polls and quizzes

streamGo offers live polls with real-time feedback, enabling your team to share results instantly and drive even more engagement.

4. Use Social Media Moderators

Assign a team member to monitor each platform, respond to comments, and interact with attendees in real-time. This boosts community feel and encourages others to join the conversation.

Post-Event Social Media Strategies

1. Share On-Demand Content

Don’t let the momentum die. Post highlights, recordings, or gated on-demand versions of your sessions:

• Recap reels

• Slide decks from keynotes

• “Top 5 moments” compilations

Use captions like “Didn’t make it to #streamGoLive? Catch the replay!”

streamGo offers automatic and instant on-demands for attendees to watch live sessions back, along with providing raw video and captions for repurposing.

2. Publish Testimonials and User-Generated Content

Gather feedback, quotes, and screenshots from attendees to post on your social channels. This not only validates the success of the event but builds trust for future ones.

streamGo offers customisable feedback forms that attendees can be automatically redirected to when your session ends. This enables instant insight into your events success and provides a great opportunity to quote attendees directly.

3. Thank Speakers and Sponsors Publicly

Tag and thank all contributors, summarising the session and quoting any highlights that came from individual speakers. These posts are likely to be re-shared, extending your brand visibility.

streamGo provides AI-generated summaries and highlights automatically within minutes of your session ending along with popular questions and poll results. Giving instantly sharable and reusable content with minimal effort.

4. Repurpose Event Content

Turn your sessions into:

• Blog posts and white papers

• Infographics summarising key stats or insights

• Social quote cards from speakers

This extends the life of your event content and attracts new leads long after the event ends.

5. Promote Future Events

Use the buzz from your recent event to tease upcoming ones. Include a call to action to join your mailing list or send a save the date.

The streamGo platform allows you to create and send targeted emails to attendees, to promote on-demand content and future sessions.

We've created all of these tips as a handy downloadable checklist below

Social media is no longer just a place to announce your event, it’s a core part of the attendee journey. From driving awareness to fostering real-time engagement and extending post-event value, your social presence can make or break your attendance numbers.

With a strategic, creative, and consistent approach, your event can break through the noise and become the one everyone’s talking about and showing up for.

Ready to take your event social strategy to the next level? Let streamGo help you deliver standout virtual, webinar, and hybrid events with built-in engagement tools, integrations, automation and support that makes your events unforgettable.