Promoting Your Event: A Pre-Launch Social Media Checklist

Planning a successful event—be it a workshop, webinar, or grand opening—is only half the battle. The other half is making sure people know it exists and buy tickets!

Your social media channels are your primary tool for turning awareness into sign-ups. Don't wait until the day before to start posting. A successful launch is built on anticipation and a structured, pre-planned promotional sprint.

Use this three-stage checklist to ensure you maximise excitement and ticket sales before your event even goes live.

Stage 1: The Strategy & Assets (4+ Weeks Pre-Launch)

This phase is about preparation. You cannot launch great content without great assets and a clear plan.

1. Create a Master Content Calendar

• Goal: Map out all social posts, stories, and videos for the 4 weeks before launch.

• Execution: Use a simple spreadsheet or your favorite planning tool to assign dates, topics, platforms, and primary Call-to-Actions (CTAs) for every post.

2. Design Core Visual Assets

• Goal: Ensure consistency and stop-the-scroll appeal across all platforms.

• Execution: Create 3-5 high-quality, branded graphics (square for feed, vertical for Stories) featuring key speakers, dates, and the main benefits of attending.

3. Draft Testimonial Snippets

• Goal: Use social proof to build immediate trust.

• Execution: Collect short, powerful quotes (1-2 sentences) from past event attendees. Design them into easy-to-read quote graphics to use later in your campaign.

4. Record a Short 'Why Attend' Video

• Goal: Videos are prioritiaed by algorithms and build human connection.

• Execution: Film a 30-60 second clip of the host/speaker talking directly to the camera about the single biggest benefit of the event.

5. Install Tracking Pixels

• Goal: Ensure you can retarget interested users (the most effective type of ad).

• Execution: Install the Facebook/Meta Pixel and Google Tag on the Eventbrite or landing page before any traffic goes there.

Stage 2: The Warm-Up (2–3 Weeks Pre-Launch)

Use this window to start teasing the event, nurturing interest, and identifying your most engaged audience members.

6. Initiate the "Teaser" Campaign

• Goal: Build awareness without revealing everything yet.

• Execution: Post 2-3 times per week: a countdown in Stories, a "behind-the-scenes" photo of planning, or a graphic teasing the main topic or a surprise guest.

7. Host a Live Q&A

• Goal: Increase engagement and answer common questions publicly.

• Execution: Use Instagram or Facebook Live to chat about the topic of the event (not just the event itself). End the Live by announcing the specific ticket launch date.

8. Update Bio/Link-in-Bio

• Goal: Ensure immediate visibility for your future ticket page.

• Execution: Change your main profile link and bio text to reference the event, even if it links to a simple "coming soon" page for now.

9. Run a Low-Budget Engagement Ad

• Goal: Identify a highly engaged audience segment for future ads.

• Execution: Promote one of your teaser posts (e.g., the Q&A recap) to a cold audience for a few days to gather high-intent users for later retargeting.

10. Engage in Niche Communities

• Goal: Reach people actively discussing your event topic.

• Execution: Find 2-3 relevant Facebook or LinkedIn groups and post a valuable tip related to your event, subtly mentioning that you'll be covering more soon.

Stage 3: The Launch (Ticket Sale Day/Week)

This is the day your preparation pays off. Your goal is maximum visibility and urgency.

11. The "Triple Post" Strategy

• Goal: Dominate the feed and catch users across different time zones.

• Execution: Post three times on launch day (morning, noon, evening): an announcement graphic, the "why attend" video, and a host selfie/caption explaining why they created the event.

12. Announce Early Bird/Limited Offer

• Goal: Drive immediate conversions and create urgency.

• Execution: Use the "Sticker Countdown" feature in Instagram Stories, making sure to clearly state when the limited-time discount or limited seats expire.

13. Personal Direct Messages

• Goal: High-touch, high-conversion effort.

• Execution: Send a personalised DM (not a mass blast) to the 10-20 people who engaged most with your warm-up content.

14. Cross-Promote (LinkedIn/Email)

• Goal: Ensure all your audiences know the tickets are live.

• Execution: Send a dedicated email to your list and post a formal, professional announcement on LinkedIn (different from the Instagram tone).

15. Monitor and Respond

• Goal: Maintain momentum and maximise customer service.

• Execution: Dedicate 1-2 hours on launch day solely to replying to every comment, question, and DM to boost the posts' visibility and build excitement.

Need a Co-Pilot for Your Campaign?

Running a high-stakes event launch means juggling design, copywriting, targeting, and analytics—all while managing the event itself. If mapping out these three stages feels overwhelming, you don't have to go it alone. jvh.digital offers bespoke event marketing and Squarespace optimisation services designed to take the digital heavy lifting off your plate, ensuring your launch is smooth, strategic, and successful.

Ready to make your next event a sell-out? Let's connect and discuss your goals.