How to Promote an Event on Instagram

Hosting an event is one thing, but getting people to actually show up is another challenge. Instagram is an incredibly powerful tool for generating real-world buzz, but a few sporadic posts won’t cut it. This guide breaks down exactly how to use Instagram to sell tickets, build anticipation, and pack the house for your next event, from the first announcement to the final thank you for coming post.

Phase 1: Start Building Hype Before the Official Announcement

The biggest mistake you can make is dropping an event announcement out of the blue. The best event promotions start with a low simmer, building curiosity long before you share the ticket link. Think of this as the "teaser trailer" phase of your launch.

Tease Without Telling

Your goal here is to get your most engaged followers leaning in and wondering what you're up to. This isn't about giving details, it's about setting a mood and creating intrigue.

• Behind-the-Scenes Stories: Share short video clips or photos that hint at something happening. This could be a shot of a whiteboard covered in brainstorming notes, a quick tour of a potential venue (without giving away the location), or a sneak peek of a mood board for the event's design.
• Question &, Countdown Stickers: Use the interactive tools in Instagram Stories. Post a simple question sticker asking, "Guess what we're planning for this summer?" or "What kind of event would you love to see from us?" You can also drop a vague countdown timer with text like "Something big is coming..." This gives followers a date to look forward to without revealing the full picture.

Create Your Unique Event Hashtag Early

An event hashtag is your digital filing cabinet. It's where you, your partners, and your attendees will unofficially collect all the content related to your event. It needs to be unique, memorable, and easy to type.

For example, if you're hosting a craft coffee festival in Austin in 2024, something like #ATXCoffeeFest24 works much better than a generic #CoffeeFestival.

Action Step: Before you commit, search your chosen hashtag on Instagram. If it's already in use for another purpose, tweak it until you find one that's exclusively yours. You can even start subtly using it on related content before the official announcement to begin populating the tag.

Phase 2: The Big Announcement: Your Launch Strategy

When it's time to finally reveal the details, you need to make a splash. Don't just post once and hope for the best. Plan a coordinated launch across multiple Instagram formats to maximize your visibility and generate an immediate surge of interest.

Craft the Perfect Announcement Post

Your in-feed announcement post is the cornerstone of your launch. Treat it like a digital poster. The visual (whether it’s a graphic, video, or photo) should be eye-catching and immediately communicate the vibe of your event.

In the caption, get to the point immediately. People scroll fast, so don't bury the important information. Follow this structure:

1. The Hook: A bold first sentence announcing the event. "It's official: The Austin Coffee Fest is back!"
2. The Essentials: What, When, and Where. Use emojis to make it scannable.
   • 🗓️ Date: Saturday, October 26, 2024
   • 📍 Location: Fair Market Austin
   • ⏰ Time: 10 AM - 4 PM
3. The Details: A brief description of what attendees can expect. Mention key attractions like special guests, workshops, or vendors.
4. The Call-to-Action (CTA): Tell them exactly what to do next. "Early bird tickets on sale NOW. Tap the link in our bio to grab yours before they're gone!"

Leverage Every Instagram Format for Your Launch

A single feed post isn't enough. To make your launch feel like a real event, hit your audience from every angle:

• Go Live: On launch day, hop on Instagram Live for 10-15 minutes. Announce the event with genuine excitement, answer questions as they come in, and direct people to the link in your bio. The raw, unfiltered energy of a Live video feels immediate and personal.
• Reels Announcement: Create a quick, high-energy Reel that acts as a video version of your announcement. Use trending audio (if it fits your brand), quick cuts of past events or behind-the-scenes footage, and bold text overlays with the key details. Reels are your best bet for reaching people who don't already follow you.
• Story Blitz: Dedicate your Stories to the launch. Use the link sticker to send people directly to the ticket sales page - this is the most direct path to conversion on Instagram. Reshare your announcement post. Post a countdown timer until early bird pricing ends. Answer DMs publicly (hiding the user's name) to address common questions.

Phase 3: The Sustained Push: Keeping the Momentum Going

Once the initial excitement of the announcement fades, you enter the most important phase: the sustained promotion. This is where you methodically build excitement over weeks or months, turning initial interest into ticket sales. This requires a content plan - don't wing it.

Spotlight Your Guests, Speakers, and Vendors

Your event isn't just about you, it's about the value you're bringing. Dedicate individual posts or Reels to the people who will be there. Post a great photo of a speaker with a compelling quote or create a short video introducing a vendor and their products.

Critically, always tag their official Instagram accounts in both the photo/video and the caption. This gives them a notification and makes it incredibly easy for them to reshare your post to their own Stories, effectively introducing your event to their audience for free.

Show, Don’t Just Tell, With Behind-the-Scenes Content

Keep your audience invested by making them feel like they're part of the journey. This humanizes your event and makes it feel more tangible.

• Share videos of the venue walkthrough, pointing out where specific activities will take place.
• Post clips of performers rehearsing or sneak peeks of products that will be available.
• Share photos of your team working on logistics - it shows the care and effort going into the experience.

Run a Ticket Giveaway Contest

A classic for a reason. Giveaways are a fantastic way to quickly expand your reach and generate a burst of engagement. The prize is simple: a pair of tickets to your event.

Structure the entry requirements to maximize visibility:

1. Follow our account: To grow your follower base.
2. Like this post: To boost the post's performance.
3. Tag the friend you'd bring: This is the secret sauce. Every comment introduces your event to someone new who is likely interested in the same things as the person tagging them.

Announce the winner in your Stories to drive another wave of attention back to your profile.

Phase 4: The Final Countdown: Creating Urgency

The week leading up to your event is all about creating urgency and a sense of "fear of missing out" (FOMO). This is your last chance to convert followers who have been on the fence.

Use Countdown Timers and Scarcity

The countdown sticker in Instagram Stories is your new best friend. Start using it daily in the final 72 hours. People can tap it to set a reminder for when the event starts. Combine this with scarcity messaging. Posts and Stories should communicate messages like:

• "Only 15 tickets left!"
• "T-shirt sales at the door are not guaranteed. Pre-order is your only way to get one!"
• "Ticket prices go up at midnight TONIGHT. This is your last chance at the current rate."

Host a Final Q&,A Session

Ease any last-minute anxieties by being as helpful as possible. Use the Q&A or question sticker in your Stories to let people ask anything. Address practical concerns:

• Parking situation
• Event schedule and timeline
• Food and drink options
• What to bring (or not bring)

After you've answered the questions in your Stories, save them to a Highlight on your profile titled "Event Info" or "FAQ" so latecomers can easily find the information they need.

Phase 5: During &, After the Event: Maximize Your Content

The promotion doesn't stop when the doors open. A properly covered event sets you up for an even easier promotion next time.

Cover the Event Live on Stories

Have someone on your team dedicated to posting to Instagram Stories throughout the entire event. Capture the energy: quick video clips of speakers on stage, happy guests mingling, the delicious food, and cool musical performances. Make people who stayed home jealous. A steady stream of content keeps the event top-of-mind and provides an authentic, real-time look at the experience.

Encourage Real-Time Sharing

Put signs up with your event hashtag and your Instagram handle (@mention). Consider creating an "Instagrammable" photo spot with good lighting and a cool backdrop. When you see guests posting from the event, immediately reshare their posts or Stories to your own Story. This encourages others to post and creates a powerful feedback loop of user-generated content (UGC).

The Post-Event Wrap-Up

Your work isn't done when the event ends. Capitalize on the positive vibes:

• The Day After: Post a sincere "thank you" post on your feed. A carousel with 5-10 great photos works perfectly. Tag anyone you collaborated with: speakers, vendors, the venue, etc.
• One Week Later: Edit together a killer "highlight reel." A 30-60 second upbeat video recapping the best moments of the event. Set it to great music, and share it as a Reel for maximum reach. This becomes the primary marketing asset for your next event.

Final Thoughts

Successfully promoting an event on Instagram is a full lifecycle - from the first whisper of a tease to the final recap reel. By strategically mapping out your content across these distinct phases, using a variety of formats, and engaging your audience along the way, you can turn passive followers into active, excited attendees who can't wait to show up.

We know that juggling a multi-phase content calendar can feel like a full-time job, especially when you’re already busy planning the details of the event itself. That's why we built Postbase. Our visual content calendar helps you easily plan and schedule all of your promotional content - Reels, Stories, and feed posts - from one clean dashboard, so you can lock in your strategy ahead of time and trust that it will go live exactly as planned.