How to Effectively Make a Facebook Event for a Concert

This article is a guest contribution from Zachary Evans of the band We Are Apes. I’d love to tell you how great they are, but Zachary still hasn’t sent me a demo…I’m waiting…

music promotion on facebook events

Major promotions may not need Facebook events to promote their concerts, but most bands can get a huge lift from social promotion

Whether you are an organizer or a musician, if you are promoting a show then creating a Facebook event page for it is vital to your success.

However, it is not enough to simply create the event page and leave it at that. If you want to maximize its effectiveness and get people to attend, you need to go a step further.

Creating a Facebook Event

The first step in this process is actually creating the event page. This is a very easy and intuitive process, but there are some things you need to keep in mind.

Firstly, consider what Facebook profile you use to create the event. If you are the concert organizer and/or promoter, and plan to do this kind of work in the future, you should create a separate, professional Facebook page for it. There are other things to consider, as well. Think about all the parties involved in making a show happen.

  • The promoter putting the show on.
  • The venue hosting the show.
  • The musicians playing.

Depending on the circumstances of the show, someone may fill more than one of these roles, but regardless, you need to ensure that you have solid communication between all of the parties involved in order to be successful. Be sure you know who is responsible for making and maintaining the event page, and make sure everyone is on the same page about details and logistics.

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Sharing Your Event

Once the event is created, your first goal needs to be letting people know about it. In order to maximize how effective your reach is, you cannot rely on only one method of sharing the event.

music promotion via facebook events

If a band plays and there is no one there to hear it, does it actually make a sound?

Sending direct invitations is the most surefire way of getting your event page in front of people, so this should always be your first step. However, you cannot rely on everyone to pay attention to event invitations, so you need to take steps to make people aware of the event in other ways.

One of the strongest ways to ensure people pay attention to your event is by putting it right front of their face (aka, on their Facebook News Feed). The issue with this, though, is in how Facebook prioritizes content, meaning that simply sharing the event isn’t enough to ensure that everyone sees it.

You should also pay attention to how sharing your event at different times affects how many people are reached. Remember, not everyone interacts with social media in the same way, or at the same times as you do. According to Ohio University’s MBA Program, paying attention to this can make a world of difference.

“It can be disheartening to note that many posts made to social media aren’t seen by many followers. Time-poor followers often glance at only the most recent posts. Some sites give preferential treatment to popular or recent posts. If your messages tend to fall flat, it might be time to shake up your posting routine.”

This doesn’t have to be a blind endeavor, either. As continued by Ohio University, better understanding your audience can help you formulate a better strategy to further your reach.

“The best time can also depend on your intended audience. Women often use social networking sites late, while office workers tend to check their social networking pages during their lunch breaks. Knowing the habits of your followers can help you get better results.”

Expand Your Reach

You also need to look beyond the scope of your own Facebook friends and followers. There are likely people that would be interested in going to your show, but are outside of your direct social reach. Therefore, in order to get the word to them, you have to expand your reach.

There are different ways to go about achieving this.

music promotion using social media

Good music needs to be heard – do your part in promoting events in a social way

The most direct way is to pay to promote your post or event. This can be a highly effective way to put your page, event, or post in front of a larger group of people that are likely to be interested based on their Facebook demographic and likes. This also gives you quite a bit of flexibility as far as pricing goes, so you can tailor your promoted post based on your budget. You should also encourage people (especially the bands playing) to share the event and invite people.

Another great way to connect to communities and conversations across social media that are outside of your immediate connections is by learning to effectively use hashtags. Look at different hashtags, especially ones related to your city, as well as the bands playing. This makes your post more likely to be seen by people who might want to go to your show, but are outside of your direct reach.

Updating Your Event

Even after you have created and initially shared the event page, you still can’t call it a day on your event page and just hope people come to the show.

At this point, you need to convince more people to come. In order to effectively do this, you need to consider what could potentially convince someone that the time and effort required to come to the show is worth it. Fortunately, music happens to be a very natural fit within one of the biggest trends in marketing today—content marketing.

northwestern content marketing graphic


Image Courtesy: Northeastern University D’Amore-McKim School of Business


The best way to use the Facebook event to convince people to go to the show is by routinely posting on the page with content that showcases the bands playing the show. Whether it’s music, videos, interviews, album reviews, or anything else you can find of the bands, posting content to the event page will give people a chance to know more about these bands, which will hopefully make a larger group of people interested in the show.

Do not only focus on the headliner, or even touring bands when doing this, however. Make sure to also show some love to the openers, including any local bands playing. If you want to form good relationships with musicians and hopefully book them again in the future, you should shine a light on them, as well.

In order to maximize how effective these posts are, you should also make sure to space them out a bit. It is unlikely that people will pay attention to four or five posts if they are all at the same time, and may skip them altogether because they feel spammy. If you space your posts out, however, there is a much better chance that people will actually pay attention.



  1. […] to stay in touch with their audiences, get feedback, and give their audience access to their work. Facebook can be a really awesome promotion tool, if you know how to use it. Twitter helps artists stay connected with their fans. To say nothing of […]