Instagram is without a doubt one of the strongest promotion tools on the Internet. With its easy-to-use and pleasing to the eyes interface, it is statistically the best and most used photo sharing platforms and apps in the world. As a promoter, you want to showcase your events and sell it to potential attendees — not just in your immediate market area but far beyond it also.
Instagram let’s you do that. The right picture or video paired with matching captions and hashtags allow you to pick up more ticket-buyers than you could have previously reached. But are you using Instagram as a marketing tool correctly? We have prepared a few tips to let you maximize Instagram to its full potential, with the aim of hopefully raising more ticket sales. Promoters, this is how you should use Instagram to sell more tickets:
People scroll through Instagram not to read captions but to look at photos. If you captivate their eyes with amazing event-related photographs, then they’ll take the time to read your caption and possibly buy a ticket to your upcoming event.
Make sure to upload high-quality photos, and regularly post event posters to promote what is coming. As we have mentioned, Instagram users usually look at photos, so uploading your event flyers amidst other high-quality graphics promoting your event will let your followers and potential attendees know about it and lessen the risk of them scrolling right through it.
In addition, try to use less Instagram filters. You want to showcase your events to potential attendees, so the crisper and clearer your photos are the better. Most of the times, “Instagrammers” follow accounts that are artistic and attractive. So find out the aesthetics and branding that you want for your Instagram page and stick to it. It is important for your page to be consistent with your branding. See below for examples of well-branded and consistent promoter Instagram accounts, including Amsterdam Dance Event, Awakenings, CRSSD Fest and Movement Detroit.
Your photographs will capture your audience’s attention but your work does not end there. You still have to put a caption: it is the voice to your visual contents. Grab this opportunity to explain what your event is all about, what attendees can expect musically and non and relevant information on how they can purchase tickets. Depending on the particular post, you can share interesting selling points on the artists featured on your line-up or on the venue chosen for the event. It is also great to get your users engaged by asking them to tag friends where appropriate, or asking questions and inviting to leave comments on your post. The more engagement your photo gets, the more likely it is for Instagram’s algorithms to pick it and have it featured both at the top of the home newsfeed as well as the explore section.
Instagram cuts off each caption after a few sentences so be sure to put important details first, or at least something that attracts user’s attention enough so that they click to read more. Take note that you could use Instagram to sell more tickets but you have to price your event tickets correctly for a larger number of sales. Instagram does not allow for hyperlinking in captions or comments, but there are several ways you can ensure your followers still get to your ticket page — more of that later in the article.
Hashtags have everything to do with how your events could get discovered through Instagram. So be sure to create an original hashtag for each of your events and let people use it when they upload photos in relation with your parties. The right use of hashtags can surely attract new followers and potential ticket buyers for your next event.
Aside from using original hashtags, use common hashtags that are trending and pertinent to your event and brand. You can view the top hashtags on Instagram’s Search and Explore tab and try to use at least three or more on each event promotion post that you upload. This will make your posts searchable thus attracting more ticket buyers.
It’s likely that once your account is built with enough followers you won’t find the need to use as many hashtags as you did originally. At that point using 4-5 works just as efficiently.
Use Your Bio URL Wisely
Since Instagram doesn’t allow clickable links on captions, regularly update your bio’s URL. Direct it to your most recent event’s page or ticket-selling website. By clicking on your bio’s URL link, your followers or guest viewers will be redirected to a page where they can find more in-depth details of your event and purchase tickets.
Add a short note on your caption to let your viewers know that they can buy tickets through your bio link. Below is our suggestion on how to go about this:
- Include a link to your ticket page in your bio. Using an original link works, but the use of bit.ly links can be effective in tracking how many people are accessing your ticket page from Instagram directly.
- Tell your followers in the photo captions that the direct ticket link can be found in your bio, but include the link anyways. If it’s easy to remember or copy, such as in the case of your festival name or a short bit.ly link, followers could end up simply typing it directly into their browser.
If you have a budget set aside for advertisements, consider create an Instagram Advertisement for your event. The idea is to target it adequately so that your posts end up being seen by potential attendees that do not follow you yet, inviting them to both follow you and to buy tickets to your event.
Instagram offers different types of advertising options including photo, carousel, and video. Photo Ads are featured with a small “Sponsored” logo on the top-right corner. You could choose different call-to-action options to go along with it like Learn More, Book Now, and others. This is a sure fire way to raise your event ticket sales and drive potential attendees to your site for ticket-purchasing.
For limited time ticket sales, Instagram offers Marquee Ads. These are single-day campaigns with assured impact and placement in the top ad area of Instagram’s feed. This type of format will showcase your event’s advertisement with different styles to the same user up to thrice a day.
The reason we suggest using Instagram Ads is that the platform features specific audience targeting through your Facebook page, which is connected to your account. This means you will have all the needed and required tools to reach your target audience.
There are millions of Instagram users with new sign-ups each day and there are thousands of event promoters trying to gain the attention of potential attendees in each given market. There is no better time than today to learn how you should use Instagram to sell more tickets and start defining your own promotion style in order to stand out from the competition!
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