Facebook Events Content Strategy

Facebook is all about content. But 90% of Facebook Event hosts don’t even post anything to their events. Here are some tips on Facebook content strategy.

Posting is the foundation  of any social media marketing strategy. Your posts should be interesting and engaging. The frequency and quality of your event presentation will influence the number of people who click through  to purchase tickets. Facebook also prompts you to create posts regularly, thus building up your Facebook Events content strategy is utterly important.

facebook content strategy

Notifications on each post are the key difference between  posting on a Facebook Event and a Facebook Page. It means higher reach and more organic traffic. It’s a unique opportunity available only for events.

Your event  appears in Facebook notifications center, as well as on mobile device screens. This enhances the likelihood of your post being noticed. By way of comparison, your Page post will be seen by about 1% of your Page fans, while this percent is much higher for Facebook Events.

Facebook Events content strategy ingredients

Content strategy for Facebook Events is more straightforward than for a Facebook Page. Events are recurrent, and they have a particular date, price, and lineup. We prepared some Facebook Event promotion tips. Any Facebook Event has the following “features”  to post about:

1. Date

An established  date to schedule all posts by, and to notify subscribers that time flies and tickets are selling out.

2. Performers

It’s good practice to explain what each of the performers is famous and unique for, and why people  should attend the event. This may also include info on their work, interviews, news, and videos from previous shows.

3. Price

Prices can change with time, depending on ticket categories (meet and greet, travel packages, VIP, group, sales, promo codes, pre-sales etc.) and the number of tickets left. The best way to motivate buyers  are price changes and announcing limited number of remaining tickets.

4. Event agenda

Examples include a set-list for a concert, a list of activities for a business meeting, or a list of stages for a musical festival.

5. Venue

Location, special considerations , driving directions, tips for selecting tickets, parking, etc.


Content strategy in a nutshell

Publishing several posts on each of the topics listed above will create a content strategy in itself: price changes, daily countdown to the day of  the event, contests, polls, sharing information on a new album, interviews, video reports, cross-promotion, etc.

The goal of a content strategy is to sell tickets for the event, build  a market, and create triggers for immediate ticket sales (i.e. no postponing purchases for the future).

Facebook Events Notifications

Notifications on each post are the key difference between  posting on a Facebook Event and a Facebook Page. It means higher reach and more organic traffic. It’s a unique opportunity available only for events.

Facebook Events Notifications

Your event  appears in Facebook notifications center, as well as on mobile device screens. This enhances the likelihood of your post being noticed. By way of comparison, your Page post will be seen by about 1% of your Page fans, while this percent is much higher for Facebook Events.

Content quality over quantity

It’s important to maintain balance while posting to Facebook Events. Notifications about your event can be both a help and a hindrance. The good thing about notifications is that you can communicate with your audience: the more often you remind people about  the event and promote tickets, the higher are your chances of selling tickets. The downside of too much posting is that it can nullify all the positives of posting in the first place.

With that in mind, it is desirable to post about events between 1-3 times every week or two, depending on whether your content is useful and engaging for event responders. The rule of thumb in Facebook content strategy is “Quality over Quantity.” (Further reading: “Facebook reach and engagement began to increase even though we were posting less!”and Quality Over Quantity is Key in Social Media.)

Still, we don’t suggest you limit posting to one or two posts on the very day of the event. Statistically, very few people make the decision to purchase on the first try. According to Online Marketing Institute research, it takes 7 to 13+ touches to turn an interested person to a customer. Just think how many times you’ve happened upon something interesting and thought, “I might attend, I’ll decide closer to the date,” and then forgot about it.

An effective content strategy with various, involving content will make users not only follow your Facebook Event, but also attend it.