Promote Events on Facebook With an External Advertising Tool

Alan BelniakSocial Media, technologyLeave a Comment

This is a guest post from Craig Robinson, Editor at Qwaya.  Besides writing about how to promote yourself and your business on Facebook, Craig covers topics within social advertisement and context. You can follow Craig on Twitter here.

An event usually grows organically. People talk about it – both online and offline – they invite friends and “like” what you do.  Before you know it the crowd has grown. But sometimes you need to give the event a little boost before you have a steady fan base; before you’ve established a voice.


A lot of businesses – and this also applies to event promoters – fail to get a following on Facebook and fail to reach their potential audience. To make your events popular, spreading the word on Facebook can be a superb advertising channel.


Step 1: Create the Event

Before you contact people and start advertising you need to create a Facebook event. Follow these tips and you have a great platform to work from.

Just remember that a Facebook event is all about the content. You can’t just put it up and think that people will like it. Facebook users are far pickier than that.  Post videos and images of the artists and the venue, offer special deals to your Facebook followers and interact with your fans.

Never leave a question hanging. Always answer everything.


Step 2: Start Spreading the Word

Just like the event itself, the number of fans and followers on Facebook will grow organically when you deliver a quality product. The only problem is the start. How do you make people know that you exist?

A great way to get the ball rolling is to use Facebook ads, and since Facebook’s own interface is somewhat messy to use, an external Facebook ad tool is often preferable – especially if you plan to put up a fair amount of ads.

I recommend using a Facebook marketing tool – Qwaya – for this.

Qwaya campaign interface (as seen on

Step 3: What Type of Ad Do You Choose?

For the regular advertiser there two types of ads to choose from: market-place ads and sponsored stories.

Market place ads are the regular ads you see on the right hand of your Facebook page. These are pretty straightforward. You choose an image, title and body text and when people click on them they come to your fan page (or your website or blog) where you have the chance to grab their attention.

The sponsored story, however, has a lot bigger chance of going viral and works better for people who think social interaction is important. Instead of just being an ad where an advertiser tries to push his product, this ad involves friends, friends of friends and so on.


When someone does something on your fan page – likes it, comments, uses an app or checks in – you can turn that activity into an ad, which is spread to all his/her friends.

Now you don’t only hear the advertiser’s voice – also the voice of a friend.


Step 4: Test Ad Content and Demographics

Before you publish your ad, the Qwaya tool allows to to easily test different ads against each other. You can create ads with different texts and images and see which combination works best.

One of the best things with this tool is that you don’t have to make all ads manually. Use the bulk-creation function and the tool will automatically make a number of combinations.

You should also try to approach different demographics – age, gender, where they live and what interests they have. Do a number of different ads, and again, see which ones works best and go with the best-preforming ones.


Step 5: Analyze the Results

Another thing that Qwaya does much better than Facebook is presenting the results of the ads. After you’ve run an advertising campaign, you’ll get a lot of stats and graphs looking at the performance from different angles.

This becomes vital information for your next campaign. Now you know what works best: In which demographics do you have most fans, what content do they like and what brings most activity to your fan page.



For an event promoter, Facebook is a natural and good advertising channel. People come to you because they like what you do and it shouldn’t be too hard to make them express that online.

But if you’re new to the game, giving your fan page a little boost doesn’t hurt. If you want to take a look at the tool, check it out here


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