Instagram, the essential tool for your communication

Your event is ready and you want to attract as many participants as possible. To do this, you are about to set up your communication strategy. Who says communication, says social networks! Indeed, social networks are often used to promote an event. They are easy to learn and are used by billions of Internet users.

A chance to create a buzz! Which social network should you choose? If you want to inspire people through the image, instagram is made for you! How to promote your event on Instagram? How to use it? What strategy should we adopt? Wilout will detail everything you need to become an Instagram expert.

Instagram successes

Instagram is known for the quality of its images thanks in particular to the filters integrated into the application allowing an almost instantaneous exploitation of your images.

Faced with this specificity, Instagram is attracting more and more Internet users and publishing more than 5 million photos per day with 575 likes per second, i.e. 60 times more engagement than Facebook.

This enthusiasm is explained by the fact that we are more affected by an image rather than a text. So, engagement with Instagram is increasing as a result.

Plus, Instagram is easy to use. You only need a smartphone and your creativity to mark users.

Producing quality publications

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• A long term strategy

To create publications, you need to have a long-term vision of your strategy. Indeed, even if your event is several months away, it is imperative to prepare on social networks. Create the desire, present the making-of or even the assembly of installations... Your participants will appreciate seeing the backstage of the event in which they are soon invited. The more you communicate in advance, the more people will talk about you! In addition, to properly communicate about your event, this is done in three steps: before, during and after.

Depending on when you are going to launch your campaign, the objective will not be the same. Indeed, several months before your event, the objective will be toacquire subscribers so that they can follow your news until the date of your event. Here, you need to animate your page more and interact. If you communicate shortly before your event, the objective will be to generate more clicks to your ticket office. Here, you need to show how similar the interests of your subscribers are to your event so that they can make a purchase on your ticket office.

• Tell a story

You must make your subscribers want to stay on your image, make them smile. For example, announce the start and end of your event with a post. It is much more interesting to Follow a story rather than unrelated publications. Also, post photos during your event. This creates an interaction with your subscribers who can follow the progress of your event. Finally, share a last photo representing the end of your event: all the artists on stage for the final or dismantling of the stage...

So, in order for your Instagram account to reflect your event as much as possible, you need to know the inside out of your hand the syllabus. You must be everywhere during the event.

In addition, telling a story will allow your participants to compare their vision of the event with yours and this will create complicity because you were both there. For those who were unable to travel, the photos will illustrate your event.

• Get your participants to interact

People interact with you if they think your content is quality and interesting. To do this, observe the environment of your event before taking a photo. Indeed, on Instagram, photos must be taken in a Original. Make scenes, play with the environment (weather, sky, local landscapes, iconic buildings, food). So do not hesitate to publish images by changing the shooting angle for example. Get higher, lower yourself or even move away...

Good Reflexes

• The #Hashtag

On Instagram, followers communicate a lot with “#”. Indeed, it offers you the possibility of follow users who write a certain “#”. The Hashtag has several objectives: to discuss a particular theme, to communicate directly on a subject, to highlight a subject but also to develop a watch. In addition, it also allows you to create a linkage that you can click on. For example, your participants want to communicate about your event: “The #Musiccagnesfestival Festival was magnificent, must be done again!” If you click on the “#Musiccagnesfestival”, you will be returned to the Instagram page of this Festival for example.

So, to be part of this exchange loop, create a “#” specially for your event. Then, broadcast this “#” on all your communication media, ranging from flyers to press releases for example. This visibility will make your participants want to use it to discuss your event.

In addition, on your Instagram profile, you can enter the dates of your event but also the “#” to use.

• Le Tague

When you publish an image, you understood that you had to include “#'s”, but don't forget to”Tag” the people in the photos provided they have an Instagram account, but also the places, the themes. This will increase your visibility.

• La Story

You can publish in a classic way but also in fleeting thanks to the “Story”. Indeed, this story will only be visible 24 hours. So, take the opportunity to create a exclusive content so that your followers feel privileged. For example, you can take behind the scenes photos, create surveys, or offer discounted rates while including the link to your ticket office thus allowing to generate traffic! Also, publishing a story allows you to increase your visibility because you will appear in the stories at the top of the news feed of Internet users who have followed you. Insert a countdown timer in your story a few weeks before your event will be useful for your participants to realize that time is running out and that they hurry to take their seats!

• Post regularly

Even after the event, post steadily images during the year (at least once a week). This will keep your community active. However, not sure how to keep up? Here are some ideas for publishing topics that you could use: presentation of news from the artists at your event, news about your Festival, the progress of the organization, press coverage, etc. In summary, you have many topics on which you can communicate. The only imperative is to always keep a link with your event or at least your sector of activity: events or music if your event is a concert for example. In addition, for you to be directly recognizable by your loyal subscribers, it is imperative that you have a own editorial line. This will impress your audience and your event will be directly associated with an aesthetic and design specific to you.

• Subscribe!

Don't forget to subscribe to the artists who are present during your event, as well as your sponsors or the media (journalists, bloggers, etc.). This will allow you to increase your visibility when your event is announced. Be active! Like photos that may potentially appeal to your community and that are related to their interests. If your participants post photos of your event, thanks to the “#” used you will be able to find them. Comment, share their photos but especially Thank-them for this spontaneous content creation! Through these actions, you include them as an actor in your event. After the event, you'll get a glimpse of the Return of your participants thanks to the dedicated “#”. Therefore, it is essential to verify Regularly post content with your “#”. Indeed, if there is any misunderstanding you must react, and quickly! This will avoid “bad buzz.” Also, Spot the “#” that others use and that correspond to your subject. This will allow you to share various content and give you ideas for future publications. For example, you are organizing a Music Festival, search for: “#Musiques” or “#Music” or even “#Chanteur”.

The Instagram Algorithm

Each social network has a specific algorithm that sorts all posts according to various factors. When publishing your content, you should always think about this algorithm in order to maximize your chances of appearing on news feeds.

First of all, when you post an image, the Response time (like, comment, clicks) is measured. Your content is first sent to some of your subscribers to get an idea of the relevance of your publication. If a lot of followers respond positively, Instagram will see your post as relevant and expand it further, and so on.

Another factor taken into consideration is The commitment. If your subscribers often react to your posts and/or spend time viewing them, your posts will be displayed first in their news feed.

Additionally, Instagram will expand your posts based on the frequency of your publications. Indeed, the algorithm favors publications that have a regular frequency of publication, it's up to you to keep up. Also, if your publication is Recent, it will be highlighted more easily. A publication is optimally distributed quickly after its publication. Over time, its spread will decrease. Finally, if the theme of your publication, analyzed using “#”, meets the interests of your subscribers, your publications will have more chance of being visible.

Mastering sponsorship

If you want to further extend the reach of your publications to get more reactions, it would be interesting to pay Instagram. This is called “sponsoring.” To do a good sponsorship, you need to take several factors into consideration.

• Test your campaign

Instagram proposes to create a A/B testing, in other words, you can send a small portion of your target audience a version of your publication and to another portion a second version. Instagram will show you statistics for these two posts. You will be able to see which version was “liked” the most. In this way, it will allow you to better understand your participants and to target their expectations even more. By using this method beforehand, you will more optimally sponsor your publications because you will have an idea of the effectiveness of these publications.

• Target

First of all, your targeting must be relevant. To do this, you must identify your target according to gender, age, interests, accounts followed by them, or even the geographical area of connection for example. This data is visible thanks to the Instagram Backoffice.

In addition, depending on the target chosen, your posts can be adapted. This can be useful if you are organizing several events in different cities. Depending on the geographical area, you will not be promoting the same event!

• Plan

To launch your campaign, you need to create a Scheduling. Indeed, for as many people as possible to participate in your event, you must launch your campaign well in advance. However, if you communicate too early, your attendees may delay buying tickets or forget about your event. You can then segment your campaign: a communication several months before your event and one month before the event.

Then, to publish your images, pay attention to hrs And to days who your participants are most connected to on Instagram in order to reach as many people as possible. You can also take advantage of the highlights of the year to launch reduced rates, during Christmas for example.

• Budget

To know the budget to be put in place, you need to have a vision of your campaign and its statistics. However, if you are just starting out, you have no idea about this data. That's why you don't have to spend your entire budget from the first time you publish. Indeed, a low budget at the start will allow you to modulate your future campaigns and to be closer and closer to the expectations of your participants. The first campaign will give you initial feedback on the number of likes, clicks, and ticket purchases. In other words, you will have a numerical vision of your publications that you can then compare with your goals. In addition, in order to avoid any budgetary overflow, establish a ceiling not to be exceeded. Finally, the sponsorship trap is to want to reach everyone. The balance is between optimizing costs while reaching as many people as possible for your target audience.

In the end, communicating on Instagram requires clarifying your strategy beforehand and creating an editorial line in order to be recognizable and effective. By promoting your event on Instagram, you want to attract lots of attendees to your event. To attract more people, Wilout, an innovative online ticketing solution, offers you a multi-channel distribution of your ticket office. Thus, you will be able to create your own customizable mini-site, to integrate a ticketing module on your own site but also on your Facebook page!

See you soon on Wilout to integrate its services into your communication strategy!