As the world opens up again, people are beginning to gather, and events are once again hitting their stride as people are eager to once again have experiences beyond their bubbles. Perhaps your business is having an event, or maybe a giant summer sale or promotion that you’d love to promote.  What if there was a way to promote your event to potentially thousands of people without pulling a dime out of your marketing budget? It’s a no brainer, right? There are few tools in the small business marketing arsenal that pack a more powerful marketing punch than utilizing Facebook Events. Check out our list of top reasons why you should be using Facebook Events as well as some best practices listed below.

Why use Facebook Events?

  • Snowball Effect

Imagine this scenario: You post your event and Susie, who “Likes” your page, RSVP’s that she’s interested in the event. That interest is automatically reposted into Susie’s friends’ timelines. Susie’s friend John, who does not “Like” your page, sees that Susie is interested in the event (that he would not have seen otherwise) and decides that he, too, is interested in said event – he may even decide to “Like” your page as well. It’s almost a digital FOMO (fear of missing out) effect and this cycle multiplies the visibility of your event far beyond the reach of only your page’s fans while also giving the event, and your page, legitimacy – think of those RSVP’s as mini personal recommendations from your page’s fans to their friends.

  • Share Straight from Eventbrite

If you’re already using Eventbrite to track your RSVPs (even if you’re not selling actual tickets, it’s a great way to estimate attendance and manage capacity concerns) then you can easily add your event to your Facebook page straight from Eventbrite.

  • Auto Sync onto Calendars

Most people have Facebook Events synced to their smart phones which means that once someone RSVPs on your event page it will be automatically added to their calendar – thus increasing the likelihood that they won’t forget about the event.

  • Facebook Suggestions

If your event starts gaining traction then Facebook itself will literally promote the event to other users for you. The more popular an event becomes, the more Facebook will push it out as a related event or suggestion to other users based on their interest or other event attendance.

  • Insights and Analytics

Just as they do with their pages, Facebook offers free insights and analytics on their event pages. Facebook’s insights and analytics allow you to better understand your reach as well as how many people engaged with the event.

Best Practices for Facebook Events:

  • Use an attention-grabbing name and photo. Get creative and use a photo that accurately depicts your event. Facebook is a visual platform and without an image to go along with a post most people will keep scrolling.
  • Be sure to add a clear and thorough description that also includes any special information about the venue as well as ticket information, if necessary. Use the 5 W’s (Who, What, When, Where, Why) to make sure you’ve included everything you need to include.
  • Use a Facebook recognized venue as well as key words. This is very important because these are the bits of information that will allow Facebook to recommend your event to users.
  • Let guests post on the wall. When guests can post on an event wall it helps to create a buzz while making the event look active. As they begin to ask questions be sure to engage with them – answer their questions and encourage their attendance. This also helps create an ad hoc FAQ.
  • Along the same lines, if you post any updates or relevant info on the wall, be sure to pin the post to the top so that it has the most visibility.
  • If your event repeats, be sure to set up the event as a recurring event. Alternatively, if you know well in advance when an event will occur, you can create the post ahead of time and schedule it to post later so that you don’t forget.
  • Add any relevant co-hosts. If you’re partnering with another business or organization, be sure to add them as co-hosts to your event page rather than creating a new event page from each organization which can be confusing for consumers. Likewise, if an event page has already been created, you can add that event to your page and request to be added as a co-host rather than creating a second event.
  • If your budget allows, step it up a notch and add a little money to boost the event. A nominal budget can go a long way if you use proper targeting (which Facebook makes super easy) so you are only serving the ad to those who may have an interest in the event.