What’s the ‘Sweet Spot’ in Posting for an Event?

Staying on top of the social media “sweet spot” can be a key to having a well-attended event. No matter the planning you do, making sure that it’s out there in cyberspace can be a key to attracting potential new consumers along with your well-established base of fans.

Indeed Brewing has been throwing one of the largest music, art, and beer events in Minneapolis since 2013 called Whirlygig. The brewery, led by Marketing & Communications Director, Morgan Halaska, just recently also ran an event called Francis Fest, which included all vegan food and a makers market.

Halaska said they will post regularly on Facebook and Instagram, whether it’s on the grid or in stories, leading up to an event. 

“There’s a fine line between consistent communication and inundating the feed,” she said. “Sharing a new aspect of an event — maybe it’s the food menu we just learned the details of — gives us a new focus in the overall promotion of an event.” 

Things are always changing on social media, so Kaity Menasco, the Event Marketing Manager for COOP Ale Works, makes sure to keep an eye out for trends in user behavior.

“We’ve found that asking users to share content or tag friends (in return for small prize packs) works well to boost engagement,” she said. “The majority of our customers are on Facebook, so we make sure to have Facebook events created for key events. 

“Boosting our posts with a small ad spend goes a long way to bypass some of the algorithm tweaks that can affect the visibility of posts.”  

Team Player Productions is an event planning company that puts on events like Vail Craft Beer Classic, Vail Oktoberfest, Denver Burger Battle, and the Boulder Creek Festival.

The sweet spot for social media posting, said Kristen Slater, CMO and Event Director at TPP, is the period between the times that tickets go on sale to the day of the event. 

“Typically, we see that reels of the event perform best so that guests can really get a sense of the experience,” she said. “Engagement on social media increases the closer we get to the event so we begin to post 2-3 times a week during the month before the event.” 

Social media can be a fickle beast, Halaska said. 

“It’s hard to say a specific amount of times is the right amount of times to post,” she said. “I think consistency is key while experimenting with post times and types of content to keep the outreach interesting and followers engaged.”

Photo courtesy Indeed Brewing

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