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How to Rock Your Event with Snapchat and Instagram

I suppose that until now, we are all familiar with Snapchat and Instagram and how they became an essential tool in event marketing.

these sparks between us will

Even though Snapchat is losing market share since the launch of Instagram’s stories, it seems that the two are slowly taking different directions regarding the market segmentation and the user’s behavior while using the app. Instagram’s users are mainly over 24 years old and spend around 15 min a day browsing while 60% of Snapchat’s users are under 24 years old and spend an average of 30 min per day creating content. (Read more)

While Instagram is great in bringing awareness of an event within their 600 Million user base, Snapchat is perfect to create content and especially post event marketing material.

In this article I am going to talk about what are the best practices and uses of both Snapchat’s and Instagram’s stories.

How can you make use of the Stories in order to promote your event?

Like any other event we have three main phases: Pre-event marketing, Live marketing and Post-event marketing;

Pre-event marketing

  • Provide a sneak peak and Teaser – this is a great way to keep your audience intrigued and interested in your event while creating awareness within the possible attendees.
  • Create behind-the-scenes content – there’s nothing wrong about letting followers know about the hard work you and your team have put in creating this event. From the engineers who helped put everything in place –  to the artists doing their rehearsals, this will only make your audience feel more excited and included.
  • Overtake the Snapchat or Instagram account – it is a common trend that  a celebrity takes over a brand’s account for a limited period of time. Their main purpose is to showcase the event from their own perspective while offering valuable insights for their followers.
  • Incorporate location; based Geofilter and animated graphics that pertain to the event – Geofilters are available only on Snapchat and can be created or customised for your event; but keep in mind that this should be done ahead of time since they need a few days to be approved.

If you’re building live streamed events you can combine what’s happening at the event, Snapchat and Instagram, as well as your own, streamed channel with a live streaming tool such as Streams.live .

Live Marketing

  • Encourage Attendees to Use Snapchat’s and Instagram’s Stories – this represents the most important step in Live Marketing. It means bringing awareness, motivating and offering incentives to your audience in order to create content.
  • For both Instagram and Snapchat you should create centralised crowd-sourcing stories  and hashtags where your attendees can send all off their photos and videos.
  • Cross-promote your Snapchat’s and Instagram’s account – don’t forget to create a snapcode!
  • Create event and location hashtags so that your users can add them to their posts.
  • Snapchat’s geofilters are a big yes-yes – it is important to have it ready for when the event starts. The geofilter is like a stamp. A stamp which has to say your event’s story at one glance. It’s a stamp that your attendees should want to integrate in all of their Snaps.
  • Encourage celebrities to post behind-the-scenes content – everybody is curious about what is happening behind the scenes, how everything is organised and how the celebrities are getting prepared. Satisfy this thirst of curiosity by encouraging celebrities to post by themselves.
  • Respond to individual inquiries – when live streaming, in order to show your audience that you care about them, randomly answer some of their inquires. It is a small thing but it can bring a lot of satisfaction and loyalty.

Post-event marketing

  • Curate the content sent by participants – the content created by your attendees is Gold. Especially the content created with the use of Snapchat. The photos and videos created through Snapchat, will definitely bring an added value because of the different features the app has to offer; from editing tools, filters, animated filters and Geofilters the outcome of the content created is going to be unique. Receiving so much content from so many people and perspectives will definitely help create fun and entertaining videos for you to share on the Social Media profiles and let your attendees remember what a great time they had.
  • Send fun facts – another good practice would be to send fun facts and stories about what happened during the event. For example, at a festival: how many beers were drank or how many hotdogs eaten. If you use Oveit’s event management tools and visitor analytics tools, you can create personal, targeted messages to your guests.

How to use and create Snapchat’s Geofilters

Screen Shot 2017-07-05 at 15.54.09

Snapchat offers their users the opportunity to create their own Geofilters according to the occasion.

Categories of Snapchat’s Geofilters

Community Geofilters are mainly used for a place that it is meaningful for you and your community (this geofilters are free of charge).

Personal Geofilters are created for important moments which happen in every one’s life, such as birthdays, welcome home parties or any kind of events. (the price for these geofilters starts at $5).

Business Geofilters are dedicated to help any kind of business drive awareness and engagement in one swipe. The event category will fall under this section too. They are more pricey than the Personal Geofilters but still affordable.

Unfortunately,  the On-Demand Geofilters (Personal & Business) are only available in the USA, Canada, Australia and UK.

How to create your Geofilters for Snapchat

First of all, the Geofilters have to be original and in order to do that you need to design or have one designed it for you. PicMonkey and Canva are two good example of platforms that can help create wonderful filters.

From February 2017, Snapchat, launch a tool that creates on-demand geofilters on the web so that you don’t have to use any other external platforms.

For those who still prefer creating a Geofilter with a tool that they are more comfortable and familiar with, need to keep in mind a few aspects when designing it:

  • Include your event name/logo but be careful not to add any logo or design that you don’t own.
  • Insert creative graphics and text but try to keep it around 2-3 lines tops.
  • Your text and design should not cover more than 25% of the screen dimensions.
  • The size of your geofilter should be: 1080 x 1920 pixels and less than 300kb, saved in .PNG format.

Snapchat and Instagram are two amazing tools that should not be ignored while organizing an event. Comparing them with other channels of event marketing, they are cost effective and sometimes free – why not take advantage of their great features? Also, if you are looking for a user-friendly event registration software, you’ve come to the right place!

How to market a Virtual Event

Just like in-person experiences, virtual events also need a powerful marketing campaign. While many principles remain unchanged and are to be applied just like in the real world, it is important to focus on small details that make a big difference. For online events, specific marketing strategies will keep your prospective audience engaged and eager to be part of it. Therefore, promotional activities are just as important as choosing the right speakers to offer memorable experiences. So, how do you create an effective marketing campaign for an event that is taking place in a virtual environment? To give you an answer, we’ve put together some marketing strategies designed to drive up traffic and create a real buzz.

Read the full article here…

Using social media to promote your events. Cheat Sheet for visual content.

Visual content is very appreciated and the mix between it and social media is irresistible, but not all event planners have the time to deal with the numerous social platforms that are available today. To help you I have created this cheat sheet for the main social media platforms and the photo dimensions that you should use on each of them. Visual content has the ability to instantly share emotions that your attendees felt while partying at your events and the purpose of this article is to help you better use social platforms when promoting your event(s).

As I’ve always said what works for one event planner doesn’t work for all and surely not all platforms will have the same impact when trying to engage your fans. Not all social media platforms will help you as much when promoting your event, or at least not in the same way. But to understand where attendees like to engage you we strongly recommend to use at least the following:

 

Photo dimensions for Facebook

With over 1.3 billion daily active users, Facebook is by far the most popular social media platform. We have talked about it before, in a dedicated article, about how to use it to promote your events. Today, before showing the right dimensions that you should set your FB picture, I just want to give you one more reason you should use it: over 60% of the marketers still consider it the most important social media platform¹.

cheatsheet with photo dimensions for facebook

 

Visual content on LinkedIn

The business-oriented social media platform may not be the best place to engage your attendees, but for sure is the best one to be seen by your future sponsors and partners. With over 550 million users (half of which are monthly active) LinkedIn is the best social platform for Business2Business marketing. Over 90% of B2B marketers use it, 72% of them seeing it as a good source for qualified leads².

visual content on LinkedIn

 

Photo dimensions for Twitter

Twitter is all about the momentum and a great way to share live insights from your event. There are 336 Million Monthly Active Users, 80% of which are affluent millennials³.

photo dimensions for twitter

Tip:

Video content is very powerful on every social platform, but its growth on Twitter is impressive. Remember that the length of a video on Twitter cannot exceed 140 seconds or a 1900 X 1200 px. resolution and that you cannot tag your attendees in Twitter videos.

 

How to use Pinterest to promote your events

Pinterest is great for those that are looking for fresh ideas and it’s the social media platform that really puts infographics to work. Creativity is at its best on Pinterest, so I dare you to show us the Top 10 reasons attendees love your festival or 7 ways to recycle during a festival. But it’s also great if you are looking for inventive ideas for your future events, so don’t neglect it when searching for some inspiration.

upload dimensions for Pinterest

 

Photo dimensions on Instagram

It’s not the first time we write about Instagram either. We have even posted a 2018 update on best features that you can use, so today I just want to focus on photo dimensions.

photo dimensions for Instagram

Tip:

A great way to use Instagram option for multiple uploads is to edit a landscape photo 2160 X 1080 and to cut it into 2 separate 1080X1080 photos. Using the multiple upload option you can upload the 2 photos and Instagram will unite them into your original picture for a fresh experience. This is how the final result will look like:

Let me know how you like to use social media to promote your events.

 

¹source: Wordstream

²source: Omnicoreagency

³source: Twitter

photo dimension on social media infographic

 

User Generated Content for Events – How Does it Work?

Guess who’s the biggest driving force behind your event, besides you? Your visitors, of course. They are the single best critic and the most powerful force that can drive your event up. There’s also something about them that you should be really interested in: they are trusted by their friends, colleagues and family. This post is about how you can get user generated content and improve your event’s experience and increase your exposure.

What is Visitor/User Generated Content?

Visitor generated content is a term we’ve derived from “UGC” or User Generated Content. You’ve probably heard about UGC as the content that is generated by users on all sorts of digital outlets. It may be for example a social media post, images uploaded on Instagram or Snapchat or videos uploaded on YouTube.

In the event business this type of content is generated by visitors to your events and distributed either through social media or on specialized outlets – for example your event’s mobile app, your website or a digital wall.

Why is User Generated Content important for events?

Your influential visitors drive the success of your events. They do this through their shared opinions and the way they create a bridge between you and their friends, peers or followers. Consider these aspects:

What’s even more interesting is that when it comes to millennials, the data is even clearer:

  • Consumers ages between 18 and 24 are the biggest content generators out there, generating over 70% of all UGC;
  • 86% of Millenials note that the User Generated Content is a very good indicator of brand quality;
  • User generated content beats professional produced content for Millennials in at least three categories: Travel (74% of Millennials prefer UGC over professional photos), Consumer goods (83%) and Fashion (85%)

How can User Generated Content help your events?

As shown – all data points to the fact that UGC is a great way to improve your event’s exposure and improve visitors’ experience.

Among other things UGC will help you:

  • Increase ticket sales and improve conversion rates: Purchase anxiety is a really strong factor when your visitors purchase tickets to your event. If you happen to host a large event that has an awesome track record the purchase anxiety might very well be reduced. However, if you are just starting out your happy visitors’ opinions may generate additional traction. Purchase anxiety is a very strong factor in any digital purchase but with events it’s even more so. Buyers pay upfront for an event that will happen sometime in the future. They have little control over what is actually delivered and the experience is definitely subjective. Other visitors’ content might provide some insights on what they are actually getting.
  • Attract social traffic and use social proof to convert it to sales: When visitors post content on social media – this attracts new traffic to your event’s website. This traffic is already pre-qualified as it has been referred by a reputable source (a peer) on an interesting subject (your event). By adding social proof from UGC you can add event more power to visitors’ content and generate instant sales with lower costs.
  • Improve your social media campaigns with user generated content: social media users love social media (Doh!) but they hate social media ads. UGC adds that extra spark for your ads. It adds authenticity and today’s event goers love an authentic review. When using UGC in social media ads Yotpo shows that online shops see:
    • 4x higher click-through rates;
    • 50% decrease in cost of acquisition;
    • 50% drop in cost-per-click;

All in all User generated content is a great way to improve exposure for your events, decrease marketing costs, engage your community and attract new visitors.

And now … for the actual work – how do you make your visitors generate content for your event?

Here are some ideas:

1. Just ask your visitors to create content

The first, most simple and often not used way of helping your visitors generate content is to ask them. You can do so by including a “Call to create” in your owned media, during the event and after the event.

Here are the main areas where your “Call to create” should work best:

    • After purchasing tickets or registering for your event: Include a thank you page that allows visitors to share the fact that they are attending the event. Maybe add some extra sauce to it by asking them to share with their friends “WHY” they will be attending their event. Catalyze this by adding an extra perk for those that are willing to share this with their network – maybe a free t-shirt, special access to the event or even free coffee would do.

During the event:

      • Create special photo booths or photo walls after the registration where visitors can take an interesting selfie with an interesting decorum or installation;
      • Setup special interaction areas between your visitors and speakers / artists where they can chat, take photos and post them online;
      • During the event ask your visitors to create special moments that are posted on Snapchat or Instagram and reward those that use your event’s hashtag;
      • Engage your visitors on social media by following their posts on the most popular Social media sites;

After the event:

    • Follow up with your visitors in an email and ask them to post an event review either on your Facebook profile, on your website, in a comment on your Instagram post and others. 
    • Stay connected and post photos of visitors on your social media profile (however – be careful to cover this with your registration terms and conditions. Privacy is not to be taken lightly and consent is a must given data protection regulations, especially if you operate in the EU);

2. Create a branded Hashtag for your event

This is UGC 101. Set up an event hashtag and encourage your visitors to use it when posting updates about your event. It doesn’t have to actually include your event brand but make it something that stays out and allows people to mentally connect it back to you.

Let’s see some examples:

#AdobeSummit:

As I was writing this post one of the trending hashtags was #AdobeSummit, a hashtag regarding the Adobe Summit – The Digital Marketing Conference hosted by Adobe in London, UK.

Visitors would generally be sharing either interesting slides from the sessions that interested them most, articles regarding the event or interesting conference gimmicks – such as the big, colorful disco ball:

hashtag-articles-slides

#Coachella2018

Twitter tag from one of the most influential music festivals in the world. Visitors would mainly post selfies showcasing their style and outfits. As Coachella is one of the go-to entertainment brands for personal style and fashion, that was bound to happen.

Fashion and style ruled the social media streams. Both the Twitter #Coachella2018 and Instagram’s #Coachella2018 hashtags were full of fashion photos from people attending:

coachella2018-instagram

Over 260 000 Instagram posts showed the festival’s hottest people, outfits and trends.

These are just two examples that you can use as a starting point for your next event hashtags. Encourage people to post it using a Social Media Wall, offering prizes and special access credentials or just showcase the community in a special page on your website.

However – it doesn’t have to be your exact brand name as some visitors might not be that happy to promote your event right from the start. You can choose a hashtag that outlines your values and what your event stands for and just create a special tag from those.

3. Make your event interesting for content creators

Instead of asking visitors to create content sometimes it’s better to encourage them in more subtler ways. For example:

Create “shareable” moments and decors

Burning man instalations

Burning man instalations

As the big disco ball in the Adobe Summit example above shows – people are willing to share interesting decors in your event. Many events do this quite well but probably the best at it are large festivals.

For example, the Burning Man festival hosts a series of arts installations from various artists that can attract visitors and encourage them to share these moments with their fans and followers.

Start a flashmob

One of the most interesting ways to make your event stand out is through flashmobs, where groups of people create specially choreographed moments. These are artistic moments in themselves so they have to be carefully planned and delivered at a moment of maximum exposure.

Here’s one example from a concert from Black Eyed Peas that went heavily viral some years ago:

Use colors to make your event stand out

Color can really set the mood for your event, making your guests feel part of a greater community. This really helps creating shareable moments.

Probably the best example is the “Color Run” series of events, where runners that cover a 5km run have only two rules:

  • Wear white at the start;
  • Enjoy being fully colored at the end of the event.

Throughout their run, they get covered in color. At the end, they get a special party, photos and a great chance to share their crazy run with their friends.

color-run

Call in the robots

When all else fails – call in the robots. One way to encourage your visitors to post content and share it with their friends is with the help of entertainers. One special type of entertainment is Titan the Robot, a mech-like exo-suit that is quite interesting and fun. As you see below people are eager to film and share their interactions with Titan:

Obviously – it doesn’t have to be a robot but something that is novel, attracts attention and is at the same time amazing and hard to understand. By the way, I’ll let you in on a little secret – there’s a man in a suit in that video 🙂

4. Other ideas to encourage User Generated Content for your event

This is of course just a starting point and your creativity is the best tool to use when thinking of ways to make your visitors generate and share content.

Here are some other ways you can incentivize them do that:

  • Create special contests for visitors that create and share content. It might be a raffle, a special discount sent to each participant or access to the coffee booth by those that pay with a tweet;
  • Set up a special UGC page on your website where visitors can post photos from the event and receive a special discount for next year’s event;
  • Set up social media hashtag walls where you display content from those that posted about your event. A great place to start is Walls.io, an app that helps you generate social media walls that can be shown at the event.

I really hope this helps your event and makes it more engaging than you thought possible. Remember – these are just some ideas and guidelines. Let your creativity help you help your visitors create content. It’s the best advertising you can get.

Are you using Instagram’s latest updates?

2018 brought some really exciting updates on Instagram, making the Facebook-owned platform one of the hottest places on the internet. We have talked about Instagram before, and I would like to start by letting you know that over 100 million new users joined since our last article on how event planners can use Instagram to promote their events. We have already mentioned the general features, today we are going to focus on the latest updates and how event planners can use them in their best interest.

picture of a phone logging in on Instagram

You can now follow a hashtag

I would like to start with my favorite update, the ability to follow hashtags. Yes, this is correct, Instagram now allows us to follow hashtags just as we follow people or brands. The result is that all posts with that particular hashtag will appear in the user’s feed.

This new option is very helpful for event planners that have created a unique hashtag for their events. Fans will be to join an online community by simply following the hashtag; their feed will gather content that uses that particular hashtag, no matter who posts it (official account of the event, performers, attendees of fans).

Carousel ads for Instagram stories

With the help of a few lucky advertisers ( from brands like Coca-Cola, GAP or Bottega Veneta) Instagram is testing the way Carousel Ads fit into Instagram Stories. As an event planner, Carousel Ads are perfect because they allow you tell a short story about your event. As a marketer, Instagram Stories are great because they have a higher conversion rate than Feed Ads ( in a 2017 study conducted by Agorapulse – Instagram Stories had a 23% higher conversion rate than Feed Ads). I think it’s safe to say that Carousel Ads for Instagram Stories will be a great tool that combines two powerful features. For start, the carousel format will allow marketers to use just 3 pictures/videos, but according to Instagram officials this is just the starting point and things may change.

 

series of 3 pictures showing how carousel works on Instagram

source:adweek.com

Scheduling for Instagram

In the past, it was impossible to schedule a picture to be automatically posted on Instagram. The process involved push notifications, meaning that when the time came for the post to go online we would still need our approval. The good news is that starting January 2018, Instagram allows business accounts to schedule single photos (and it automatically posts them) – the changes in Instagram API allows 3rd party apps like HootSuite, Later or Buffer to do that for Instagram users. For videos, ads, and multiple photos scheduling still involves notifications, but this update shows us that things are moving towards what we all want. For event planners, this new feature means more posts with fewer interruptions.

P.s.  there are signs that scheduling will become available for regular users as well.

An improvement made to Instagram Stories

Instagram made it easier for users to upload pictures and videos into the Stories section. Following its latest update (April 2018), it is now possible for multiple photos and videos to be uploaded at once. Great news for content creators, this new option helps them save precious time.

Earlier this year “Stories” received another update, the “Type” mode initially used for status update on Facebook. “Type” allows you to create personalized messages using stylish fonts and backgrounds and can be used by event planners to deliver live messages to their followers. It may not be the best way to communicate but it is an option that may come in handy.

 

The Facebook-owned platform seems the hottest place to be right now, and the new features developed by the team behind are a clear sign that Instagram is shooting for the moon. The new Instagram Updates can help event planners better connect with their followers but also to reach new ones. 2018 seems to be Instagram’s year and it would be a shame not to use it to promote your events.