The core anxiety around planning events boils down to two things:
- Will people turn up?
- Will people enjoy it (and say they did)?
That’s why building buzz matters. Guests should arrive excited and feel like the event began well before they walk through the door.
A strong engagement strategy isn’t just lights and stages (though they help!). It’s about creating a journey from the first invite to the final farewell.
Make your event the one they’re still talking about, and already hoping it happens again next year.
Before the Event: Build Anticipation
Getting people to care about your event starts well before the doors open.
The key? Make your audience feel like they’re already part of it. If you can create energy in advance, half the battle is won.
1. Involve Your Audience Early
Engagement starts with inclusion. Get people involved before the event and they will become more invested. Use social polls or Q&As to gather input on things like music, catering or breakout topics.
Ask questions like: “What would you love to see at this year’s event?“ This makes your audience feel like they’re helping shape the experience and not just attending it.
2. Tease the Experience, Not Just the Agenda
Skip the generic invite. Instead of “Join us on 10th October at 2pm,” try painting a picture of the events vibe.
Use teaser videos from past events or behind-the-scenes sneak peeks. Let people know what they’ll feel! Is it energised, inspired, entertained? Use language that reflects the vibe.
3. Create Shareable Moments in Advance
Your event should keep appearing in people’s feeds, sparking excitement. Create shareable content that colleagues want to send to friends with a “Shall we go to this?”
Start a hashtag early. Tease key sessions or special guests. Drop clues about a surprise element. These help attendees share the hype with colleagues and friends.
On the Day: Create Real-Time Connection
It’s event day… hopefully your first fear (Will people turn up?) is already behind you. Now it’s about keeping energy high and engagement flowing.
1. Encourage Live Sharing
Give people a reason to post! Set up photo booths, branded backdrops or interactive installations. Everyone loves a LinkedIn moment, especially with a nudge like, “Tag us using #YourEventName.”
Hire a photographer to capture candid, high-energy moments that people will want to share.
2. Be Present Online Too
If you can, stream the event or key sessions live. Not everyone can make it in person, so consider hybrid elements like live Q&As or competitions for remote attendees.
3. Add a Surprise Element
Unexpected moments go a long way. Announce a surprise guest speaker or performer (make sure it’s someone your target audience will know). Hand out fun gift bags with branded keepsakes. It doesn’t have to be over the top, just something extra that makes people smile and share.
After the Event: Keep the Energy Going
The event might be over but your engagement shouldn’t be…
1. Share Photos and Moments
Post an album of professional event photos and let attendees download and share them for free. People love seeing and tagging themselves in post-event content. It extends the event’s life and visibility.
2. Announce Winners or Milestones
If you ran competitions, tease the winner announcement and prize in the days after. It gives people a reason to re-engage and keeps excitement alive.
3. Share Value
Share recorded talks, key takeaways and bonus content. Give attendees something useful to remember the event by and give those who missed it a reason to attend next time!
Great events don’t just happen, they are made. Think about how you can engage your audience at every stage and you’ll create something people look forward to.
If you want to explore ideas or need a hand planning your next event, we would be happy to have a conversation!
