In the fast-paced world of social media, staying ahead of trends is essential for anyone looking to engage an audience, especially when it comes to event promotion and live coverage. Snapchat, a platform known for its fleeting content, offers unique opportunities for real-time marketing and interaction. Whether you’re planning a large-scale conference, a concert, or an intimate gathering, using Snapchat for event promotion and live coverage can help you connect with a wider audience, build anticipation, and create unforgettable experiences. In this article, we’ll explore the best practices for using Snapchat for event promotion and live coverage, from creating compelling content to engaging with your audience in real-time.
1. Understanding Snapchat’s Power for Event Promotion
Snapchat isn’t just for personal moments and short-lived stories; it has evolved into a powerful marketing tool. With over 300 million active users, Snapchat continues to attract younger generations, making it an ideal platform for engaging millennial and Gen Z audiences. The app’s design encourages immediate, personal, and interactive content that disappears after viewing, creating a sense of urgency. This feature is ideal for live event coverage, as it keeps followers coming back for more to experience the action in real-time.
Why Snapchat?
When compared to other social media platforms, Snapchat’s strength lies in its ability to create a sense of exclusivity and urgency. Unlike Instagram or Facebook, Snapchat’s disappearing content can be used to showcase behind-the-scenes footage, limited-time promotions, and exclusive offers that feel more intimate. It encourages users to interact with the content before it vanishes, generating buzz and excitement leading up to and during the event.
2. Pre-Event Promotion: Build Anticipation with Snapchat
One of the most effective ways to use Snapchat for event promotion is by leveraging the app before your event takes place. This allows you to create buzz and excitement, ensuring that your audience is eagerly awaiting the event’s arrival.
Create Teasers and Sneak Peeks
Teasers and sneak peeks are a great way to drum up anticipation. Share snippets of event preparation, such as setting up the venue, interviews with speakers or performers, and any exciting giveaways or surprises you have planned. Use Snapchat’s features, such as the countdown sticker, to add a sense of urgency and help your audience keep track of the days leading up to the event. This is an excellent way to get people talking about the event and excited to attend.
Collaborate with Influencers or Guests
If you’re hosting an event with notable influencers, speakers, or guests, encourage them to promote the event on their Snapchat accounts. Influencers can provide a huge boost to your promotional efforts by tapping into their own followers. You can even invite them to take over your Snapchat account for a day to give followers a preview of what to expect. This will not only build anticipation but also reach a wider audience who may not be aware of your event.
Use Geofilters to Promote the Event
Snapchat geofilters are a great way to promote your event location. Custom geofilters can be designed specifically for your event, and they can be used by attendees at the venue, allowing you to create a sense of exclusivity. A well-designed filter can encourage guests to share their experience on Snapchat, increasing your event’s visibility among their followers. By making your geofilter available in advance, you allow potential attendees to engage with your brand even before the event begins.
3. Creating Engaging Live Content During the Event
Once the event is live, it’s time to turn up the volume on your Snapchat coverage. Live coverage is all about showing your audience what they can’t see from their phones or computers—bringing them into the action in real-time.
Use Snapchat Stories for Real-Time Updates
One of the best tools for live coverage on Snapchat is Stories. By posting frequently throughout the event, you can create a narrative that showcases all the best moments. Capture candid interactions, key highlights, and guest speakers or performances in real-time. Don’t forget to include your audience in the event experience by featuring their reactions and responses. This can increase engagement and make followers feel like they’re part of the action.
Stories are temporary, so your followers will be motivated to check in frequently to see what’s happening. Use stickers, text, and emojis to make the content fun and engaging. Make sure to include hashtags, location tags, and event-specific calls to action so users can easily find your content.
Go Behind-the-Scenes with Snapchat’s Live Streaming Feature
Live streaming on Snapchat allows you to share the event as it unfolds, giving users a unique behind-the-scenes look at what’s happening. Whether it’s a performance, a backstage moment, or the excitement of the crowd, live streaming on Snapchat helps your audience feel like they’re experiencing the event in real-time. This is especially powerful for audiences who are unable to attend the event in person.
During the live stream, you can interact with your audience by responding to comments and engaging with them in real-time. This is one of the most interactive and personal ways to create a connection with your followers, allowing them to feel more involved in the event.
Use Snapchat’s “Our Story” Feature
For large events, the “Our Story” feature allows you to share content with a broader audience beyond just your followers. Event organizers can submit content to be featured in the shared “Story” for the event’s location. This is a great way to tap into the larger Snapchat community attending the event and expand your reach.
Encourage attendees to contribute their own snaps to the event’s shared story, creating a collective experience that grows organically. Attendees are more likely to share their experiences if they know they could be featured in the event’s official story.
4. Engaging with Your Audience: Boost Interaction and Participation
Snapchat’s interactive features can be incredibly valuable for encouraging audience participation, which enhances both your event promotion and live coverage efforts.
Run Contests and Giveaways
One of the easiest ways to engage your audience on Snapchat is through contests and giveaways. By offering exclusive prizes or perks related to the event, you can encourage followers to interact with your content. Ask followers to snap their best event-related photos, share their excitement using a specific hashtag, or simply share your snaps for a chance to win. This not only increases engagement but also spreads the word about your event.
Utilize Polls and Question Stickers
Polls and question stickers allow you to gather real-time feedback from your audience, creating a sense of participation and involvement. For example, you can ask questions related to the event, such as “What performance are you most excited about?” or “What do you think of the keynote speaker?” These interactions can help you gauge audience sentiment and encourage deeper engagement.
Encourage User-Generated Content
Snapchat thrives on user-generated content, so don’t hesitate to encourage attendees to share their own stories and snaps. You can even create event-specific hashtags or encourage attendees to use your custom geofilters. This creates a sense of community around the event and helps to extend your event’s reach beyond your immediate followers.
5. Post-Event Follow-Up: Keep the Momentum Going
While Snapchat is known for its temporary nature, it doesn’t mean that your event promotion should disappear once the event ends. Post-event follow-up is just as important as pre-event promotion.
Share Highlights and Recaps
Even after the event concludes, sharing highlights and recaps is a great way to keep the momentum going. Use Snapchat to showcase the most memorable moments from the event, such as keynotes, performances, or audience reactions. These highlights can serve as content that your followers can revisit, allowing you to extend the life of the event.
Thank Your Audience and Share Future Plans
Show your appreciation for your audience by posting a thank-you message on Snapchat, acknowledging their participation and engagement. You can also tease future events or plans, keeping your followers excited for what’s next.
By using Snapchat for post-event follow-up, you maintain a strong connection with your audience, showing them that they are a crucial part of your brand and event’s success.
6. Conclusion: Snapchat’s Role in Modern Event Promotion and Coverage
In today’s digital age, Snapchat is one of the most powerful tools available for event promotion and live coverage. Its unique features, such as Stories, live streaming, and geofilters, provide an excellent way to connect with your audience before, during, and after an event. By using Snapchat to share real-time content, engage with followers, and create lasting memories, you can amplify your event’s reach and impact.
Incorporating Snapchat into your event marketing strategy helps you stay relevant, interactive, and engaging, ensuring that your event leaves a lasting impression. Whether you’re hosting an intimate gathering or a large-scale festival, Snapchat has the tools and features you need to make your event a success. By following the tips and strategies outlined in this article, you can harness the full potential of Snapchat for event promotion and live coverage.
