How to Create an Event on Instagram

Looking to pack your next virtual workshop or in-person launch party using the power of Instagram? You’ve come to the right place. This guide walks you through the exact methods for creating and promoting events on Instagram, using both the platform's dedicated features and creative strategies that drive real RSVPs and tune-ins. We'll cover how to schedule a Live video event, how to use interactive Story stickers to build buzz, and best practices for making sure your event is a success.

Does Instagram Have a Dedicated "Events" Feature?

Let's clear this up right away: Instagram does not have a dedicated, standalone feature like "Facebook Events." You can’t create a separate page for your event with a guest list, a mapped location, and ticket links all in one place. Instead, creating an event on Instagram involves creatively combining several of its existing features to achieve the same goal: getting people excited and reminding them to show up.

The primary tool for this is the Scheduled Live Video feature, which allows you to set a date and time for a broadcast and create a shareable post that lets followers set a reminder. Beyond that, tools like the Countdown Sticker and Reminder Sticker in Stories, collaboration posts, and strategic content planning all come together to make up your event marketing toolkit on the platform.

Think of it less as pressing one "Create Event" button and more as orchestrating a mini-campaign. When done right, this approach is incredibly effective for building anticipation and driving attendance for everything from a digital product launch to a neighborhood pop-up shop.

How to Schedule an Instagram Live Event (The Core Method)

When you schedule a Live, Instagram automatically creates a post that your followers can engage with and creates multiple opportunities for them to opt-in for reminders.

Here’s the step-by-step process:

1. Open the "Live" Camera Interface

Start from the Instagram home screen. Swipe right to open the content creation camera, or tap the plus icon [+] at the bottom of your screen. From the bottom menu, scroll over to the “Live” option.

2. Find and Tap the "Schedule" Icon

On the left-hand side of the Live screen, you’ll see several icons. Look for the calendar icon labeled “Schedule.” Tap it to open the scheduling options. You also have the option to add a title for your Live screen here under the “Practice” and “Audience” options, which you can do now or in the next step.

3. Add a Title and a Start Time

A new screen will pop up. This is where you configure your event details.

• Video Title: Give your Live event a compelling, clear title. Instead of "Live Video," try something specific like "Q&,A with Marketing Expert Jane Doe" or "Learn to Bake Sourdough: Live Tutorial." This title will appear on all promotional materials tied to your scheduled Live.
• Start Time: Tap on the date and time to select when your event will begin. You can schedule a Live up to 90 days in advance, but it must be at least one hour from the current time. Be mindful of your audience’s time zones when picking your time.

4. Schedule Your Live Video

Once you’ve set your title and time, tap the “Schedule Live Video” button at the bottom. And just like that, your event is officially scheduled! Instagram will immediately generate a prompt asking if you want to share the event as a post to your feed. You definitely want to do this, as it’s the centerpiece of your promotional effort.

How to Promote Your Newly Scheduled Instagram Event

Scheduling the Live is just step one. Now, you need to make sure people actually know about it and remember to join. This is where the marketing kicks in.

Capitalize on the Automatic In-Feed Post

After you schedule your Live, a shareable image is created that acts as your event’s official announcement on the feed. This post includes the title, date, and time of your Live event. Crucially, it has a special button on it that allows users to tap and get a reminder. This is your primary call-to-action.

When you share this as a post, treat it like any important piece of content:

• Write a Killer Caption: Don't just rely on the image. In the caption, explain why people should attend. What will they learn? Who will they hear from? Is there a special offer or giveaway? Build value and excitement.
• Use Relevant Hashtags: Add hashtags that relate to your event topic, industry, and local area (if it's an in-person or regionally focused event).
• Tag Your Guests: If you're co-hosting with someone or featuring a guest, be sure to tag their account in the photo and the caption. Encourage them to share the post with their own audience as well.

Use the Countdown Sticker in Instagram Stories

The Countdown Sticker is your best friend when promoting an event. It creates a visual sense of urgency and lets followers opt-in for a reminder right from your Story.

How to Link a Countdown Sticker to your Scheduled Live:

1. Create a new Story (it could be a video of you talking about the event, a stylish graphic, or a behind-the-scenes photo).
2. Tap the sticker icon at the top of the screen and select the “Countdown” sticker.
3. Give your countdown a name, like "Live Workshop!."
4. When you tap to select the end date and time, you'll see a list of your scheduled Live sessions. Simply select the event you want to link it to.
5. Now, the sticker is synced with your Live event. Anyone who sees the Story can tap the sticker to either set a general reminder for the countdown or tap "Get Reminder" for the Live Event itself.

Use this sticker multiple times leading up to your event - perhaps at the 7-day, 3-day, 24-hour, and 1-hour marks - to keep it top of mind.

Share the Event Directly

Don't forget the power of a direct message. Tap the paper airplane icon on your scheduled Live post and send it directly to followers who have shown a lot of interest in the topic, to past clients, or to creator partners who might be willing to share it.

More Creative Ways to Create "Events" on Instagram

Since Instagram marketing is more of an art than a science, you can also promote events that aren't tied to an Instagram Live. Here are a few other methods for promoting things like a webinar on a different platform, a product drop, or a store opening.

Use a Reminder Sticker in Stories

Similar to the Countdown sticker, the Reminder sticker allows you to set a notification for a specific future event date. Users who tap it will receive a notification at that time.

This is perfect for:

• Product Drops: "New Collection goes live! Tap to get a reminder."
• Flash Sales: "Our 24-hour sale starts tomorrow at 9 AM Pacific. Get ready!"
• Website Announcements: "Our new website launches on Friday. Be the first to see it!"

You can set reminders up to three months in advance, and just like scheduled Lives, users who opt-in will get a notification 24 hours before, 15 minutes before, and at the event time.

Design a Classic "Invitation Style" Feed Post

Sometimes, the old-school approach works best. Design a beautiful, eye-catching graphic that contains all the essential event information: what it is, who it's for, where and when it’s happening, and what the call-to-action is.

To make this type of post successful, you need a clear next step:

• Drive to "Link in Bio": This is your most valuable real estate. Use your bio link to send people to your event registration page, online shop, or ticket platform. Your post's call-to-action should be relentlessly clear: "Limited spots available! Register now via the link in our bio."
• Ask for "Saves": Encourage people to tap the bookmark icon on your post to save it for later. Instagram’s algorithm often rewards posts with high saves, seeing it as a signal of high-value content.
• Use the "Pin Post" Feature: Once posted, pin your event announcement to the top of your profile grid so it's the first thing new visitors see.

Build Hype with Promotional Reels

Create a series of Reels to promote your event from different angles:

• A Teaser Trailer: Create a quick, energetic video montage showing snippets of what attendees can expect.
• Meet the Speakers: If you have guests, record a short interview or intro video with each one.
• Frequently Asked Questions: Address common questions about the event in a "talking head" style Reel.
• Behind-the-Scenes: Show the prep work! People love to get a peek behind the curtain, it makes them feel more connected to the event.

Final Thoughts

Instagram gives you a robust set of tools to create buzz and drive attendance for your events. By combining the official Scheduled Live feature with strategic promotion through Stories, feed posts, and Reels, you can build a powerful and effective event marketing campaign right within the app.

To keep all of your promotional content in order, a good plan and a clear schedule are your best allies. At Postbase, we designed our visual content calendar specifically to help you see your entire event marketing timeline at a glance. We use it to map out our announcement posts, reminder Stories, and hype Reels, easily dragging and dropping content to new days if plans change. This bird's-eye view helps our campaigns feel cohesive and on track, not chaotic.