Social media advertising is undoubtedly the most crucial aspect of any event marketing strategy. While producing a fantastic event is important, it's pointless if nobody knows about it. The concept behind social media advertising is straightforward: put your event in front of the right people to sell tickets. In essence, it's about capturing users' attention on their screens in a way that compels them to purchase a ticket.

Social media platforms amass vast amounts of data on each user through numerous touch points. To illustrate the power of social media marketing, let's briefly explore how you can target audiences on various platforms.

Facebook & Instagram

Facebook owns Instagram, allowing you to run ads on both platforms via the same ads manager. Once you have advertiser access for a Facebook page, you can target users who've engaged with that page in several ways. If the musician's Instagram account is linked to the Facebook page, you can create audiences from this data too.

You could start by creating audiences based on Facebook and Instagram followers or engagement from the past 365 days. You might add users who've responded "going" or "interested" to Facebook events hosted by this page in London or the UK during the same period.

TikTok

TikTok's advertising platform offers several targeting options that can be effective for promoting a music event in London:

Interest-based targeting: You can target users interested in music, concerts, or specific genres relevant to your event.
Behavioural targeting: Reach users who have engaged with music-related content or have shown interest in live events.
Location targeting: Focus on users in London and surrounding areas to ensure local relevance.
Custom audiences: If you have data from previous events or ticket sales, you can create custom audiences to retarget these users.
Lookalike audiences: Expand your reach by targeting users similar to your existing audience or past attendees.

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Social Media Advertising for Events: How to Sell More Tickets