Event Marketing on Social Media: The Complete Playbook [2026]

Quick Answer: Event Marketing Timeline

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Phase 1: Pre-Event Promotion (4-6 Weeks Out)

Create Your Event Hashtag

Choose one branded hashtag and use it on everything. Keep it short, unique, and easy to spell.

Good hashtag examples:

• #SocialSummit2026
• #MarketingLive
• #[BrandName]Launch

Use it on:

• Every event-related post
• Email invitations
• Event landing page
• Printed materials and signage

Announcement Content

First announcement post checklist:

• Event name and date
• Location (physical or virtual)
• Key speakers or performers
• What attendees will gain
• Registration link
• Event hashtag

Content types for announcements:

• Graphic with event details
• Short teaser video (15-30 seconds)
• Speaker/performer reveal posts
• Carousel with agenda highlights

Build Anticipation

Countdown series:

• "30 days until [event]", share the biggest benefit
• Weekly countdown posts with new details revealed
• Daily countdown in the final week via Stories

Speaker/performer spotlights:

• Individual posts introducing each speaker
• Short video clips of speakers sharing what they'll cover
• Tag speakers so they share to their audience too

Early-bird and limited offers:

• "First 50 tickets at 40% off", create scarcity
• Group discount announcements
• Flash sale countdown Stories

Involve Your Speakers and Partners

• Create social media kits for speakers (graphics, copy, hashtag)
• Ask speakers to share the event with their audience
• Tag sponsors and partners in relevant posts
• Cross-promote with complementary events or brands

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Phase 2: Final Push (1-2 Weeks Before)

FOMO Content

• "Only X spots left", real scarcity drives registrations
• Past attendee testimonials, social proof from previous events
• Behind-the-scenes, venue setup, swag bags, preparation
• FAQ content, address common objections (parking, dress code, virtual setup)

Practical Information Posts

• How to get there (directions, parking, transit)
• What to bring / what to expect
• Schedule overview
• Networking tips for attendees
• App download or virtual platform setup instructions

Paid Promotion

• Promote your best-performing organic posts
• Run targeted ads to event-relevant audiences
• Retarget website visitors who viewed the event page but didn't register
• Use Facebook audience targeting for precise reach

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Phase 3: Live Event Coverage

Real-Time Content Strategy

What to Capture

• Key quotes from speakers (graphic + tweet)
• Crowd shots showing energy and attendance
• Speaker on stage moments
• Attendee reactions and networking
• Behind-the-scenes (green room, setup, team moments)
• Product demos or launches
• Food and venue details

Encourage Attendee Content (UGC)

• Display the hashtag prominently at the venue
• Create photo-worthy moments (branded backdrops, installations)
• Run a "best post" contest during the event
• Reshare attendee content to your Stories in real-time
• Set up a social media wall displaying live posts

For more on leveraging user content, see our UGC examples guide.

Live Streaming Tips

• Test your setup before going live
• Have a dedicated person managing the stream
• Engage with live comments
• Stream key moments only (don't stream the entire event)
• Save recordings for post-event content

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Phase 4: Post-Event Follow-Up

Within 24 Hours

• Thank-you post, express gratitude to attendees, speakers, sponsors
• Quick highlight reel, 30-60 second video of best moments
• Key stats, "500+ attendees, 12 speakers, 8 sessions"
• Best UGC reshares, feature the best attendee posts

Within 1 Week

• Full recap blog post, detailed summary with photos and takeaways
• Session recordings, share replays (gated for lead generation or free for reach)
• Photo gallery, upload professional event photos
• Speaker quote graphics, repurpose the best insights as shareable content
• Attendee testimonial collection, gather feedback for next event

Within 2 Weeks

• Survey results, share attendee satisfaction data
• "Save the date", announce the next event while excitement is high
• Lessons learned, internal team debrief for improvement

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Platform-Specific Strategies

Facebook

Best for: Event pages, community building, targeted ads, live streaming.

• Create a Facebook Event page for organic discovery
• Use the Event page for updates and discussion
• Go Live for keynote sessions
• Run event reminder ads to interested users
• Post in relevant Groups (see Facebook Groups for marketers)

For posting times, see best times to post on Facebook.

Instagram

Best for: Visual storytelling, behind-the-scenes, Reels highlights, Story engagement.

• Use Stories for real-time updates with polls, questions, and countdowns
• Create Reels from event highlights (15-30 second clips)
• Use the countdown sticker for event reminders
• Go Live during key moments
• Post carousel recaps after the event

See Instagram Stories best practices.

LinkedIn

Best for: B2B events, conferences, professional workshops, thought leadership.

• Create a LinkedIn Event
• Share speaker insights as thought leadership posts
• Tag speakers and attendees in posts
• Post long-form takeaway articles after the event
• Use LinkedIn Live for professional sessions

For timing, see best times to post on LinkedIn.

Twitter/X

Best for: Real-time updates, live tweeting, conversations, industry events.

• Live-tweet key quotes and moments
• Create tweet threads summarizing sessions
• Engage with the event hashtag actively
• Pin a tweet with event details and registration link
• Use Twitter/X Spaces for audio discussions

See best times to post on Twitter/X.

TikTok

Best for: Behind-the-scenes, fun moments, reaching younger audiences, viral potential.

• Post quick behind-the-scenes clips
• Create "a day at [event name]" videos
• Film speaker soundbites with trending audio
• Show event setup time-lapses
• Capture crowd energy and reactions

For timing, check best times to post on TikTok.

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Event Social Media Checklist

Pre-Event

• Set event goals (registrations, attendance, engagement)
• Create branded hashtag
• Build content calendar (6 weeks out)
• Design event graphics and templates
• Create Facebook Event page
• Brief speakers on social sharing
• Set up paid ad campaigns
• Prepare social media kit for partners

Day-Of

• Assign team member to each platform
• Test live streaming equipment
• Display hashtag at venue
• Post first "we're live" announcement
• Monitor and respond to hashtag
• Go Live for key sessions
• Reshare attendee UGC

Post-Event

• Post thank-you content (within 24 hours)
• Share highlight reel
• Upload session recordings
• Collect testimonials and survey responses
• Analyze social media performance
• Plan follow-up nurture content
• Announce next event

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Measuring Event Marketing Success

Track your overall performance with our social media KPI template.

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Related Guides

Social Media Strategy:

• Social Media Campaign Examples
• Viral Social Media Campaigns
• Content Promotion Strategies
• How to Run a Social Media Contest

Free Event Tools:

• Event Launch Caption Generator
• Event Promotion Social Plan Generator

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Frequently Asked Questions

How far in advance should you promote an event on social media?

Start 4-6 weeks before. Announcements and early-bird offers first, increase frequency 2 weeks out, daily posts in the final week.

Which platform is best for event marketing?

Facebook for event pages and ads. Instagram for visual storytelling. LinkedIn for B2B events. Twitter/X for real-time coverage. Use multiple platforms for best results.

How do you create a good event hashtag?

Keep it short (under 20 characters), unique, easy to spell, and include the event name. Search first to make sure it's not already in use.

How do you get attendees to post on social media?

Display the hashtag everywhere, create photo-worthy moments and branded backdrops, run contests, reshare attendee content in real-time, and provide easy WiFi access.