How to Promote Events Using Instagram Stories: Best Practices to Promote Your Event on Instagram

By: Val Razo

Last Updated on July 2, 2024 by Val Razo

In today’s digital age, promoting an event on Instagram is essential for reaching a broad audience and ensuring a successful turnout. Instagram Stories have become a powerful tool for event promotion, allowing brands to create engaging content that captures the attention of potential attendees. Whether you’re planning a live event or gearing up for your next event, leveraging Insta Stories can significantly boost your marketing efforts. This article will guide you through the benefits of using Instagram for event marketing, step-by-step strategies to create compelling Stories, and tips to ensure your upcoming event stands out on this popular social media platform.

How to promote events using instagram stories

Why Use Instagram for Event Promotion

Instagram is a powerful tool for event promotion, offering a dynamic platform to engage with your target audience and create a buzz around your upcoming event. Here are some key reasons why you should consider using Insta for your event marketing efforts:

Benefits of Using Instagram Stories for Event Promotion

Instagram Stories offer a unique way to share temporary yet engaging content. This feature allows you to:

  • Create a Sense of Urgency: Stories disappear after 24 hours, creating a sense of FOMO (fear of missing out) among your audience. This can encourage immediate action, such as purchasing tickets or RSVPing to your event.
  • Showcase Behind-the-Scenes Content: Share sneak peeks, photos and videos of event preparations, and user-generated content from past events to build anticipation and excitement.
  • Engage with Your Audience: Use interactive features like polls, question stickers, and countdowns to engage directly with potential attendees, making them feel involved in the event planning process.
  • Highlight Key Information: Utilize the Story Highlights feature to keep important information about your event, such as dates, ticket links, and event hashtags, accessible on your profile.

When I was planning our charity event, I leveragedStories to create a buzz. I shared behind-the-scenes footage of our team setting up, posted countdowns to the event day, and used polls to engage our followers by asking them what activities they were most excited about. The interactive features helped us connect with our audience and build excitement, resulting in a higher turnout than expected.

How Instagram Can Boost Your Event’s Visibility

Using Instagram for event promotion can significantly increase your event’s visibility. Here’s how:

  • Reach a Wider Audience: With over a billion active users, Instagram allows you to reach a large and diverse audience, ensuring your event promotion efforts are seen by more people.
  • Leverage Hashtags: Use relevant hashtags and event hashtags to make your posts discoverable by users interested in similar events or topics. This helps attract new followers and potential attendees.
  • Utilize Instagram Ads: Invest in Instagram ads to target specific demographics and locations, ensuring your event promotions reach the right audience. This can be particularly useful for localized events or those aiming to attract attendees from a specific area.
  • Enhance Brand Awareness: Regularly posting about your event on Instagram helps reinforce your brand presence and keeps your event promotion top-of-mind for your followers.

Using these strategies, you can effectively promote your live event and ensure a high turnout, making Instagram an invaluable tool in your digital marketing arsenal.

Creating Instagram-Worthy Events

To make the most of Instagram for your event promotion, it’s essential to create events that are visually appealing and shareable. Here’s how to plan and execute Instagram-worthy events that will captivate your audience.

Planning an Instagram-Worthy Event

When planning your event, consider the following elements to ensure it stands out on Instagram:

  • Visual Appeal: Create stunning visuals and backdrops that attendees will want to photograph and share. Think about lighting, decorations, and unique elements that reflect your brand.
  • Engaging Activities: Incorporate interactive elements that encourage attendees to take photos and videos. This could include photo booths, live performances, and unique installations.
  • Branded Hashtags: Develop a unique event hashtag that attendees can use when posting about your event. This helps create a cohesive collection of user-generated content and increases visibility.
  • Exclusive Content: Offer exclusive content or experiences that attendees can’t get anywhere else. This could include sneak peeks, behind-the-scenes access, or limited-edition merchandise.

Types of Content to Share on Instagram Stories

To effectively promote your event on Instagram, it’s important to share diverse and engaging content. Here are some types of content that work well on IG Stories:

  • Countdowns and Announcements: Use the countdown sticker to build anticipation for your event. Announce key details, such as the event date, special guests, or exciting activities.
  • Behind-the-Scenes: Give your audience a sneak peek into the planning and setup of your event. This makes them feel involved and builds excitement.
  • Live Updates: Share live updates during the event to keep your followers engaged. This could include highlights from the event, attendee reactions, and key moments.
  • User-Generated Content: Encourage attendees to share their own photos and videos from the event. Repost their content on your Stories to create a sense of community and showcase different perspectives of the event.

By focusing on these elements, you can create an event that not only engages attendees but also generates a wealth of shareable content that will help you promote your event on Instagram effectively.

Promote your event on Instagram effectively

Step-by-Step Guide to Using Instagram Stories for Event Promotion

Using Instagram Stories effectively requires a strategic approach to ensure your content resonates with your audience and drives engagement. Here’s a step-by-step guide to help you make the most of Stories for event promotion.

How to Create Engaging Instagram Stories

  1. Plan Your Content: Before you start posting, plan the types of content you want to share. This could include teasers, behind-the-scenes footage, countdowns, and more. Create a content calendar to schedule your posts leading up to the event.
  2. Use High-Quality Visuals: Ensure your photos and videos are of high quality. Clear, vibrant visuals are more likely to capture attention and keep your audience engaged.
  3. Incorporate Interactive Elements: Use interactive features like polls, quizzes, and question stickers to engage your audience. These elements not only make your Stories more engaging but also provide valuable insights into your audience’s preferences.
  4. Highlight Key Information: Make sure to include important details about your event, such as the date, time, location, and how to buy tickets. Use text overlays and stickers to highlight this information.
  5. Add a Call to Action: Encourage your audience to take action, whether it’s buying tickets, RSVPing, or sharing your content. Use clear calls to action and make it easy for them to follow through.

For our product launch event, I utilized a mix of Instagram Live sessions and Stories. I hosted live Q&A sessions with the product designers, giving our audience an inside look at the development process. This real-time interaction fostered a deeper connection with our followers. On the event day, I shared live updates and highlights via Stories, keeping the excitement alive and encouraging more people to join in.

Utilizing Instagram Story Highlights for Event Promotion

  1. Create Dedicated Highlights: Use Instagram’s Story Highlights feature to create dedicated highlights for your event. This allows you to keep important Stories accessible even after 24 hours.
  2. Organize Your Highlights: Organize your highlights by themes, such as “Event Info,” “Behind the Scenes,” and “Attendee Stories.” This makes it easy for your audience to find the information they’re looking for.
  3. Update Regularly: Keep your highlights updated with the latest content. Regular updates ensure that your audience always has access to fresh and relevant information about your event.
  4. Use Branded Covers: Design branded highlight covers to give your profile a cohesive and professional look. This also makes your highlights more visually appealing and recognizable.

By following these steps, you can create engaging and effective Stories that will help you promote your event and connect with your target audience.

In 2023, Instagram’s ad revenue reached $50.58 billion, with Instagram Stories ads contributing 26.7% of this revenue. This highlights the effectiveness of Stories as a promotional tool for events (source: Sprout Social)​ (Sprout Social)​.

Promote your event and connect with your target audience

Additional Tips to Promote Your Event on Instagram

Maximizing the impact of your event promotion on Instagram involves leveraging all available features and strategies. Here are some additional tips to ensure your event reaches a broader audience and generates more engagement.

Using Instagram Ads and Reels

  1. Instagram Ads: Investing in Instagram ads can significantly increase your event’s visibility. Here’s how to make the most of Instagram ads:
    • Target Specific Audiences: Use Instagram’s targeting options to reach your ideal audience based on demographics, interests, and behaviors.
    • Create Compelling Ad Content: Ensure your ad visuals are eye-catching and your message is clear. Include a strong call to action, such as “Buy Tickets Now” or “RSVP Today.”
    • Utilize Different Ad Formats: Experiment with different ad formats, including photo ads, video ads, carousel ads, and Stories ads, to see what works best for your event.
  2. Instagram Reels: Reels are a great way to create short, engaging videos that can quickly capture your audience’s attention. Here’s how to use Reels effectively:
    • Showcase Event Highlights: Create Reels that highlight key aspects of your event, such as guest speakers, performers, or special activities.
    • Use Popular Music and Trends: Incorporate trending music and effects to increase the chances of your Reels being discovered by a wider audience.
    • Include Hashtags and Captions: Use relevant hashtags and engaging captions to make your Reels discoverable and encourage interaction.

Instagram’s advertising audience reach grew by 12.2% over the past 12 months, adding 176 million more users. This growth indicates the expanding potential for event promotion on the platform (source: DataReportal)​ (DataReportal – Global Digital Insights)​.

Leveraging Your Instagram Feed for Event Marketing

  1. Consistent Posting: Maintain a consistent posting schedule to keep your audience engaged and informed about your event. Share updates, reminders, and exciting announcements regularly.
  2. Visually Cohesive Feed: Ensure your Instagram feed looks visually appealing and cohesive. Use a consistent color scheme, filters, and style to create a professional and attractive profile.
  3. User-Generated Content: Encourage attendees to share their experiences and tag your Instagram account. Repost their content to your feed to build a sense of community and showcase genuine attendee experiences.
  4. Engaging Captions: Write engaging captions that encourage your audience to interact with your posts. Ask questions, invite them to share their thoughts, and use calls to action to drive engagement.
  5. Instagram Event Posts: Create specific posts dedicated to your event. Include all necessary details and use compelling visuals to attract attention. Don’t forget to use your event hashtag and relevant hashtags to increase discoverability.

By incorporating these strategies, you can enhance your event promotion efforts on Instagram and ensure your upcoming event attracts the attention it deserves.

Ensure your upcoming event attracts the attention it deserves


Promoting events using Instagram Stories is a powerful way to reach and engage your target audience. By leveraging the visual and interactive nature of Instagram, you can create a buzz around your upcoming event and drive higher attendance. Whether through behind-the-scenes content, interactive features, or engaging user-generated content, Instagram offers a multitude of tools to make your event promotion successful.

Remember to plan your content carefully, use high-quality visuals, and engage your audience with interactive elements. Utilize Instagram’s features such as Stories, Reels, and ads to maximize your reach. Learn from successful brands and implement strategies that have proven to be effective. With these tactics, you can bring your events to life on Instagram and ensure they resonate with your audience.

By continuously experimenting and optimizing your approach, you can master the art of event promotion on Instagram and achieve impressive results for your live events. So, start planning your next event today and watch as Instagram helps you build excitement, attract attendees, and create memorable experiences.

Frequently Asked Questions

How can I use Instagram Stories to promote my future event?

To promote your future event using Instagram Stories, start by creating engaging and visually appealing content. Share behind-the-scenes footage, countdowns, and sneak peeks to build anticipation. Utilize interactive features like polls, questions, and quizzes to engage your audience and make them feel part of the event. Highlight key details about the event, such as the date, location, and how to attend your event. Consistently updating your Stories keeps your audience informed and excited.

What is an effective way to promote an event on Instagram?

An effective way to promote an event on Instagram involves a combination of Instagram posts, Stories, and Live sessions. Use Instagram posts to share detailed information and high-quality visuals about the event. Leverage Insta Stories to create engaging, time-sensitive content that builds excitement. Hosting an Instagram Live session can further engage your audience by offering real-time interaction and updates. Additionally, ensure to use relevant hashtags and create an event page to centralize all event-related information.

How can I use Instagram to sell tickets for my event?

To sell tickets for your event on Instagram, create a clear and compelling call to action in your posts and Stories. Use Instagram Stories to promote exclusive ticket offers and countdowns to ticket release dates. Include a direct link to the ticket sales page in your bio and promote it in your Stories and posts. Running Instagram ads targeted at your audience can also boost ticket sales. Regularly update your audience with reminders and urgent messages to encourage quick action.

What content should I post on Instagram to promote my next event?

To promote your next event on Instagram, share a mix of content types. Post photos of previous events to showcase what attendees can expect. Use Instagram Stories to promote sneak peeks and behind-the-scenes preparations. Share Instagram event post examples featuring key details like date, location, and highlights. Utilize Instagram Live to engage with your audience in real time and answer any questions they might have. Consistently post content leading up to the event to keep it top of mind for your audience.

How do I ensure successful event promotion on Instagram?

Ensuring successful event promotion on Instagram involves strategic planning and execution. Plan your Instagram content well in advance, incorporating a mix of posts, Stories, and Live sessions. Use Instagram Stories to create engaging, time-sensitive content that captures attention. Make sure to use relevant hashtags and encourage user-generated content to increase reach. Highlight key details about the event and include strong calls to action. Regularly engage with your audience through comments and direct messages to build a connection and excitement.

Author Bio

Val Razo

Val Razo is a skilled professional in the field of Instagram Marketing. With over five years of experience as a freelance Social Media Marketing consultant, Val has assisted numerous small and medium-sized businesses in achieving their goals.