How to Promote a Webinar on Social Media

A great webinar has the power to generate leads, build authority, and connect with your audience, but all that value disappears if you’re presenting to an empty room. Getting people to not only sign up but actually show up is the real challenge, and it all comes down to your promotion strategy. This guide breaks down exactly how to promote your webinar on social media with a clear, step-by-step timeline that you can put into practice today.

First Things First: Nail Your Pre-Promotion Foundation

Before you publish a single "register now" post, you need to lay the groundwork. A solid foundation makes your entire promotion cycle more effective and less stressful. Think of this as your pre-flight check.

1. Define Your Target Audience and Hook

Who is this webinar for, specifically? Don’t say “marketers.” Say “in-house B2B content marketers at SaaS companies struggling with lead generation.” The more specific you are, the easier it is to write copy that resonates.

Once you know who you’re talking to, craft your hook. What is the single most valuable outcome they will get from attending? Your promotion should focus on this transformation, not just the webinar's features.

• Mediocre: “Learn social media ad strategies.”
• Compelling: “Stop wasting money on social ads that don’t convert. Join our webinar to learn the 3-part framework for profitable campaigns.”

2. Build a High-Converting Landing Page

All your social media efforts will point here, so make it count. Your landing page isn’t a place for ambiguity, it needs to seal the deal with a clear, compelling reason to sign up. Make sure your page includes:

• A Benefit-Driven Headline: Mirror the hook from your social posts.
• The Core Problem: Briefly agitate the pain point your webinar solves.
• The Solution (The Webinar): Outline what attendees will learn using bullet points. Focus on tangible takeaways.
• Speaker Information: A professional headshot and a short bio establishing their credibility. Why should people listen to them?
• Date, Time, and Duration: Make this impossible to miss. Include the time zone.
• A Simple Registration Form: Ask only for what you absolutely need - usually a name and email address is enough. Every extra field hurts conversion.

3. Create a “Promotion Kit”

Get all your creative assets ready ahead of time so you aren’t scrambling to make graphics an hour before you need to post. Inconsistency kills momentum. Your kit should contain:

• Branded Graphics: Create templates for different social media platforms (square for Instagram/Facebook posts, vertical for Stories/Reels). Include variations for speaker announcements, quote cards, countdowns, and general "Save the Date" images.
• Short Video Content: Video is non-negotiable. Film a few short clips (15-30 seconds) that are easy to share:
  • A "talking head" video from the speaker introducing the topic.
  • A quick screencast teasing a valuable part of the presentation.
  • An animated graphic with the webinar title and date.
• Copy Variations: Write different versions of your announcement copy tailored to each platform. LinkedIn calls for a professional tone, while Instagram can be more casual. Prepare long-form and short-form options.

The 4-Week Webinar Promotion Playbook

Think of your promotion not as a single event, but as a campaign with distinct phases. A slow, steady build-up creates more momentum than one loud, last-minute announcement.

Weeks 3-4 Before Launch: The Teaser Phase

Your goal here is to warm up your audience and build anticipation without explicitly pushing for sign-ups yet. You want people to feel like they are in on something early.

• Create Social Event Pages: Set up official event pages on Facebook and LinkedIn. These act as central hubs, send reminders to attendees, and make sharing easy. Start inviting your network right away.
• Ask Engagement-Driving Questions: Post questions related to your webinar topic. For a webinar on email marketing, you might ask, “What’s your biggest struggle with writing subject lines?” The answers provide you with fantastic material to address in your promotion and in the webinar itself.
• Share "Problem-Aware" Content: Post content that highlights the pain points your webinar will solve. Share a statistic, a common misconception, or a brief story illustrating the challenge. Frame the webinar as the place to find the solution.
• "Save the Date!": Share one of your beautiful, branded graphics. Mention the topic and let people know that registration details are "coming soon." This primes your most engaged followers to be on the lookout.

Week 2 Before Launch: The Official Announcement

This is when the doors open. Your goal is to make a big splash and drive the first wave of registrations. This initial momentum is powerful social proof that encourages others to join.

• The Announcement Blast: Publish your official webinar announcement across all primary social media platforms simultaneously. Use your strongest copy and a clear call-to-action (CTA) with the registration link.
• Update Your Digital Real Estate: Your bio links are valuable property. Update the link in bio on Instagram, Twitter/X, and anywhere else to point directly to the webinar landing page.
• Pin the Announcement: Pin the announcement post to the top of your Facebook, Twitter/X, and LinkedIn profiles so it’s the first thing visitors see.
• Introduce Your Speaker(s): Dedicate posts to highlighting your speaker’s expertise. Share a compelling quote or a short video of them explaining why they are so passionate about the topic. This builds trust and authority.
• Email Your List: Your email list is gold. Announce the webinar to your subscribers - they are often the most likely to sign up first.

The Week Of: The Final Push

Activity needs to ramp up significantly during the last 5-7 days. Now is the time to lean into urgency and scarcity. People who waited to sign up need a gentle (or not-so-gentle) nudge.

• Daily Content Cadence: Post about the webinar every single day. Don’t worry about annoying people, social media algorithms mean only a fraction of your audience sees each post. Use different angles:
  • Countdown Graphics: “Only 3 days left to claim your spot!”
  • Tease the Content: “On Thursday, you’ll learn the exact template we use to... Register to get it.”
  • Share Testimonials: If you've run webinars before, share quotes from past attendees.
• Leverage Ephemeral Content: Use Instagram and Facebook Stories daily. They are perfect for raw, behind-the-scenes content and direct engagement. Use the countdown sticker and run polls like, “Are you joining us live?”
• Go Live for a Prequel Q&A: Host a short, 10-15 minute live session a few days before the webinar. Answer questions about the topic to showcase your expertise and drive last-minute registrations. Pitch the webinar as the place for the "deep dive."
• Encourage Sharing: Run a simple contest. Ask new registrants to share the LinkedIn or Facebook event page post and tag a friend who’d find it valuable for a chance to win a prize, like a gift card or a free product.

The Day of the Webinar: Final Reminders

Don't go dark on event day! Your job is to make sure people remember to actually show up.

• Morning Reminder: Post a “See you today at [Time]!” graphic.
• One-Hour Warning: Post across all channels that you’re going live in one hour. This is often the most effective post for snagging last-minute attendees.
• "We're Live!" Post: As soon as the webinar starts, publish a final post with the link, letting people know it’s not too late to jump in.

Bonus: Amplify Your Reach with Smarter Tactics

If you want to move beyond the basics, integrate these strategies into your promotion.

Get Your Speakers and Partners Involved

Your speakers have an audience that trusts them. Make it ridiculously easy for them to share by providing them with the full Promotion Kit - pre-written copy and branded graphics included. The less work they have to do, the more likely they are to post about it.

Embrace Short-Form Video

A static image is good, but a Reel or TikTok is better for reaching new audiences. Create a few short vertical videos with simple text overlays announcing the webinar's core promise. Video is the currency of modern social media, if you aren't using it, you're falling behind.

Run Targeted Social Ads

You don't need a massive budget. A small, targeted ad campaign can be highly effective. Focus your spend on warm audiences who are most likely to convert:

• Retargeting ads to people who visited your landing page but didn’t register.
• Targeting people who have engaged with your social media profiles in the past 90 days.
• Running an ad to a lookalike audience based on your email subscriber list.

Final Thoughts

Promoting a webinar on social media isn’t about just shouting into the void with a registration link. It’s a structured campaign built on a strategic timeline of teasing, announcing, and reminding. By mapping out your content across these distinct phases, you can build genuine anticipation and drive sign-ups without feeling burnt out.

Of course, managing a multi-week, multi-platform campaign with daily content can feel like a full-time job. That's why we built Postbase. Our visual calendar lets you map out your entire webinar promotion, from the first "save the date" teaser to the final "we're live!" announcement, across all your channels. You can schedule everything in advance, ensuring your message is consistent and timely, which gives you more freedom to engage with your community as registrations roll in.