Using Facebook events to attract attendees
The use of Facebook events to promote gigs is almost essential in the current climate. It has become unusual for events not to utilize this feature for promotion, which is completely unsurprising as an event page can do wonders in promoting a gig. Often, event pages can spread like wildfire, as when a user clicks ‘attending’ or ‘interested’ the event often appears on their friends’ timelines. If their friends have similar interests, this can prove hugely beneficial, and the event can quickly accumulate a higher and higher number of attendees. But can event pages be used to actually influence attendance numbers? We’ve taken a look at the elements involved in using Facebook event pages to influence attendance at shows.
Cover image
The most important aspect of your event page, the element that first catches the eye of visitors, is the cover image or video. This image should mirror the branding of the event, and should match up with any posters distributed. Although the information should be formatted so that it is suitable for a cover image, you don’t want half of the text to be cut off due to formatting. Make sure that the image is something that will entice viewers to attend, and ensure it is high resolution. Without an aesthetically pleasing, high-resolution image, an event page can quickly appear unprofessional, impacting the opinion of attendees surrounding the event itself. The look of the event page can have a drastic impact on the reputation of the event; so make sure that the reputation formed is positive.
Event page example: Tomorrowland
Making sure the correct information is displayed
This element may seem obvious, but it is vital to ensure that any information on the event page is correct, and reflects advertisements elsewhere. Without the correct information, you will lose potential attendees, who may turn up on the wrong day or to the wrong location. Naturally, this is the worst thing that can happen to your event and should be avoided at all costs. Don’t forget to proofread your page several times and ask for the opinions of those around you to ensure that your event page is perfect before making it public. Proofreading the information is also important to avoid spelling and grammar mistakes. These take legitimacy from the event and could make the advertising look unprofessional if missed.
Clear ticket link
Make sure that within the event page is a clear ticket link. Some visitors may not read the description in full and may want to dive straight into buying tickets. Due to this, it is imperative to make your ticket link the focus of the description. The link should stand out and should take visitors to the correct site. A faulty ticket link could lead to a huge loss in ticket sales, so make sure that the link is correct and works before making the event publicly available. You may even want to offer a special discount for those who discover the event on Facebook. If so, you should always make sure that the discount link and details are obvious to visitors.
Share support act details
Add links to all of the support acts, allowing visitors to see exactly what they are getting for their money. Providing links to details on the supporting artists can add even more value to the event itself, especially if any of the artists have a substantial online following. The more detail you can offer your attendees, the better, so don’t forget to include everything relevant. Some attendees may even choose to attend due to one of the support acts, so it is vital to make this information known. This will also prove valuable for those performing with you, providing them with some extra advertising.
Include promotion information
If there are any promotions happening on the night, e.g. a drinks discount, make sure to include this on your event page. Discounts like this have the potential to drastically increase interest and drive up attendance numbers. Any extra information you can add that has the potential to increase attendance is vital and should be prominent in the event description. Ultimately, even minor pieces of information that could influence people to attend should always be made clear to your audience. You never know what a tiny piece of detail could do to increase attendance.
Set up your event early
Lastly, make sure not to waste any time in getting your event set up. Upload the page way ahead of time to allow the attendance numbers to build up prior to the event. The further in advance you make the event public, the more attendees you are likely to get. Although of course, there are limits. If you publish the event too far in advance you can risk people forgetting about the event. It is important to find a balance, anywhere between 1-3 months before the event is ideal, allowing attendees enough time to build up while not being too early and risking attendees forgetting about the event.
With a clear and professional event page to accompany a gig, you will be much more likely to see a high level of attendance. Promoting the event page across your platforms is key, and can encourage even more fans to commit to attending on the page. An event page is also a great way to estimate how many people will actually turn up on the night. Naturally not everyone who commits to attending online will turn up, but if you assume that half will make an appearance, and endeavor to double your attendance numbers, you should be well on the way to encouraging an increase in attendance.