The complete playbook for building hype, driving attendance, and creating a buzz-worthy brand moment
Social media is the fuel behind every successful event campaign. It’s where you build anticipation, connect with audiences, showcase your experience, and amplify your reach. Whether you’re launching a product, hosting a pop-up, or producing a full-scale activation, the right social strategy turns your event into a content-driven movement.
Here’s how to promote your event with social media—before, during, and after it happens.
1. Create a Strategic Content Timeline
Successful event promotion isn’t about posting randomly—it’s about orchestrating a consistent, evolving narrative across platforms.
Timeline breakdown:
- 4–6 weeks out: Save-the-date teaser content, early RSVPs, partner and talent announcements
- 2–3 weeks out: Behind-the-scenes previews, countdowns, influencer collaborations
- Final week: Daily hype drops, event trailer, logistical info, and engagement prompts
- Event day: Live Stories, Reels, and UGC reposts
- Post-event: Recap content, testimonials, and campaign metrics
Towerhouse Method: We plan event content arcs in parallel with the production timeline so that every creative beat aligns with what’s happening on-site.
2. Build a Branded Hashtag—and Use It Everywhere
A simple, catchy hashtag makes your campaign trackable, shareable, and ownable. It’s your digital rallying cry—so make sure your audience knows it.
Best practices:
- Include it on every social post, email, and event asset
- Display it prominently on signage and screens at the venue
- Encourage attendees to tag their content with it (and incentivize with reposts or prizes)
Pro Tip: Pair your hashtag with a branded AR filter or sticker to enhance visibility across Stories and Reels.
3. Partner With Creators to Extend Reach
Don’t just rely on your own followers—tap into creators and community leaders who can bring your event to new audiences.
Ways to activate creators:
- Invite them to co-create teaser content or “What I’m Wearing to…” style posts
- Give them early access or exclusive behind-the-scenes views
- Offer takeovers on your brand’s account for fresh, authentic content
Towerhouse Insight: We work with influencers as co-creators, not just content posters—so their presence at your event feels natural, not transactional.
4. Turn Every Pre-Event Update Into a Micro-Campaign
Instead of one big announcement, break your promotion into bite-sized, story-driven posts. Each update—lineup reveals, installation teases, AR previews—can become its own piece of buzzworthy content.
Micro-campaign ideas:
- “You’ll never guess what’s coming…” teaser videos
- Sneak peeks of the set build or behind-the-scenes moments
- Countdown graphics with calls-to-action (“Tag your plus one!”)
Creative tip: Design with motion. Even simple animations catch more eyes than static posts.
5. Drive Engagement With Interactive Content
Before the event even starts, give your audience ways to interact, personalize, and share.
Engagement boosters:
- Polls (“Which speaker are you most excited to see?”)
- AR filters (for themed selfies and countdowns)
- Branded RSVP confirmations that are post-worthy
- Contests or challenges tied to event attendance
Towerhouse Approach: We design interactive elements—like scavenger hunts, digital invites, or mobile quests—that let users play their way into the event.
6. Launch a Paid Social Campaign (Strategically)
Boosted posts or full ad sets can give your organic campaign a targeted boost. Use paid social to reach:
- Lookalike audiences based on your followers
- Geo-targeted attendees near your event location
- Retargeted users who visited your RSVP or landing page
Ad tip: Keep visuals dynamic, use countdown CTAs, and highlight urgency (“Last chance to register!”)
Why It Works: Social Media Makes Your Event Scalable
You can only fit so many people in a room—but social media allows you to expand your event’s presence infinitely. It generates pre-event momentum, in-event energy, and post-event impact.
At Towerhouse Global, we specialize in experiential campaigns that are as impactful online as they are in real life. From AR filters and influencer strategy to real-time coverage and content pipelines, we help brands make their events unmissable.
