How to Increase Event Attendance With Facebook Ads

Do you plan an event? Online? Offline? Oder a combination of both. (followers on facebook) You want your efforts to promote an event to be a success, whether you are promoting it yourself, with your team, or with clients. To increase awareness and attendance, as well as to generate leads and revenue, you need to promote your event.

You can use Facebook ads to increase your conference attendance, meetups, workshops, concerts, open houses, grand openings, tours, shows, and webinars. This guide will show you how to use Facebook and Instagram to promote your event and drive registrations (free or paid). Everything you need to know about how to get started.

  • Promote your event using Facebook ads
  • Add branded content ads to your Facebook Page.
  • To drive more registrations, be creative with your event ads.
  • Advertise on Instagram with nonevent campaign objectives
  • Facebook ads can be used to promote recurring events.

Remember, selling out is nothing to be ashamed of in this instance. Get out there and sell 

To get started, create a Facebook event.

First, create a Facebook Event from your Business Page. This is a cost-effective and accessible way to increase event awareness, engagement, and registrations. This step is essential if you want to increase attendance at your event. It would help if you also advertise it to larger audiences. Facebook’s organic reach has diminished over the past few years. You will need to pay to play on Facebook to increase your visibility, no matter what you do as an individual brand. Although it is disappointing that brands may not have the same organic reach, you must know that you will have to pay to play to get more visibility.

Go to Business Manager, then your Business Facebook Page to create your event. As seen on this page, click “Events.”

You can view all your past and upcoming events by clicking on the “Events” page. You can also create new possibilities here.

Click the “+ Create Event” button to create a new event. Follow the steps on this page. You will need to enter all details about your event in the respective fields. If applicable, this will include the name, date, time, and registration link. Invite your Facebook friends and share the event on your personal Facebook page. The event will be published on your Business Page and displayed as a post or an event listing. This is how it looks:

If you’re promoting an event on your website but aren’t sure if you should create a Facebook event, I recommend it. You can reap a lot of benefits by using Facebook event promotion. This includes a broader reach, better targeting, and ultimately better attendance. Here’s how.

Facebook Ads can help you promote your event.

After your event has been set up on your Business Page, go to the Facebook Ads manager to start setting up a campaign that will boost your event’s visibility to the right people. There are not only the objects that you can use, but it is also the most important. More on that later.


Facebook campaign objectives for events

Next, you will need to select your targeting criteria. If you don’t plan on using Campaign Budget Optimization (or CBO), this is the place to do so. This will be the standard budget setting option in September 2019. CBO will soon require advertisers to manage their budgets at the campaign level rather than at the advertising set.


After you have selected your target, you can go to the ad tab to create your event advertisement.  Scroll below the copy area, and you’ll see a field allowing you to enter your event. You can search for the event by entering the event title you have included on your Business Page.

After you enter the event details, auto-populate the content, creating an ad based on the details. It will look something like the following:

You can test different ad copy versions or change the creative after you have launched your ads. This will help you test and optimize your event campaigns. You will need to modify any event details (as seen below the creative) on the event page.

Test your Facebook ads strategy

While it is essential to test copy, creativity and optimization go beyond that. These are five additional strategies that you can try to increase attendance at your events via Facebook ads.

1. Use the Branded Content feature

You can use the Branded Content feature to tag your company in posts created by another brand. (See the screenshot of the ad above). If you’re a small or new company hosting an event, it might be worth partnering up with a bigger, more relevant brand to become a sponsor or partner. If they tag you on their business page, you can run the post in your account as an advertisement and test different audiences. Here’s an example.

Partnering with other brands and using the Branded Content feature will increase your credibility as a smaller or new company. This is because you have a more prominent or well-known brand backing you. This will help increase your awareness, engagement, and event attendance.

2. Placement of Instagram posts that are not related to an event can be tested

Although Facebook event response objectives campaigns are very successful, they do not transfer to Instagram placements.  (buy followers on facebook) However, there are other ways to promote your event in Ads Manager on both platforms and in different places. You need to choose a different objective.

To drive people to your website, choose a different campaign goal, such as traffic. This will allow them to find out more about the event and register. You can use a third-party registration site, but you won’t be able to add your Facebook Pixel to it. However, you will not know what happens to those who click through, and you will lose track of their movements once they reach the event landing page. To track conversions to your Instagram and Facebook ads, it is a good idea to have registration. This will give you more insight into your creative variations, ad copy, and audience targeting.

Eventbrite allows you to upload your Facebook Pixel so that your ticket sales and registrations are tracked. These are the steps to add your Facebook pixel to EventBrite.

You can expand your reach by selecting Instagram as an ad placement at the ad level. This will allow you to reach users through the Instagram feed and stories. It’s essential to encourage them with the call-to-action to “Learn More” and to “Sign up” – or, if multiple events are being promoted, “Get Showtimes” – because Instagram is a visually rich platform, it is highly effective to test video ads for your event.

4. Facebook ads can be used to promote a new event

This will be your first promotion of a new event. You can try out content to get your audience interested in learning more. Highlight speakers, musicians, the topic of discussion, other people, places, and things that attendees can expect to see at your event. As an incentive to sign up sooner than usual, highlight sessions, venues, and early bird pricing.

Advertising a business-related event requires attendees to travel or take time off work. You need to promote your event to your target audience and their employers. After creating and fostering an “Ask Your Boss” form, which highlights the benefits an employee can offer their employer, we have successfully driven people to attend our events for the first time. This will help attendees to ask their employers to attend your event. Facilitate attendance.

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