Originally published April 24, 2018 | Updated August 2025
At Move Digital Group, staying ahead of the curve isn’t optional—it’s part of our DNA. Since we first shared this case study in 2018, social media has evolved dramatically. Platforms have introduced new tools, algorithms have shifted, and user behavior has changed. That’s why we’re revisiting this successful event promotion case study, because what worked then has only become more powerful when adapted to today’s tools and trends.
Whether you’re promoting a trade show, open house, or community event, understanding how to use social media effectively can mean the difference between empty chairs and a packed room.
The Current State of Social Media Strategies
Facebook in 2025
Algorithm Updates: Organic reach continues to decline, making paid promotion essential. Boosting posts isn’t enough. Advanced ad strategies are now a must.
What Works Now:
- Video Content (especially Reels and Stories) gets higher engagement.
- Interactive Tools like polls, comments, and live streams help build pre-event buzz.
- Advanced Targeting: Lookalike audiences, interest layering, geofencing, and job title targeting drive better attendance ROI.
A/B Testing: Real-time testing of creative, messaging, and calls-to-action (CTAs) helps fine-tune results quickly.
LinkedIn in 2025
Professional Growth: With 1 billion+ members, LinkedIn has become a high-impact platform for B2B event promotion.
New Features:
- Carousel & Video Ads allow more dynamic storytelling.
- LinkedIn Events are now highly discoverable with integrated RSVP features.
- Improved Targeting includes company size, job seniority, and firmographic filters for precise audience building.
Case Study: Social Media Strategy That Drove Event Attendance
The Challenge
Our client was struggling to get eyes on their events. Relying on organic reach was no longer effective, and they needed a way to fill the room with the right people.
The Strategy (Then)
We focused on targeted campaigns through Facebook and LinkedIn:
- Created Custom Audiences based on past attendees and CRM data.
- Deployed Sponsored Posts to raise awareness and boost RSVPs.
- Used LinkedIn Sponsored Content to get in front of business decision-makers.
- Tracked Engagement and adjusted messaging based on performance metrics.
The Results
- Increased attendance by 40% over previous events.
- Reduced cost per attendee by 30%.
- Grew mailing list for future event marketing.
What’s Changed – and What We Recommend Now
Expanded Platform Opportunities
Instagram: Reels, Stories, and countdown stickers help build anticipation. Instagram Ads tied to location and interest now outperform static images.
TikTok: While not every event fits this format, TikTok trends and short, authentic videos can drive major awareness, especially for younger or general-audience events.
More Data-Driven, Smarter Campaigns
- Analytics Tools: We now integrate UTM tracking, pixel-based targeting, and cross-platform dashboards to measure cost per click (CPC), cost per acquisition (CPA), and ROI.
- Retargeting Campaigns: We re-engage users who interacted with the event page or watched videos but didn’t convert, with great results.
Content That Converts in 2025
- Authentic Content Wins: Behind-the-scenes video, speaker intros, or attendee testimonials build trust and excitement.
- Influencer & Partner Posts: Collaboration with community figures or sponsors increases credibility and reach.
- AI-Generated Personalization: Smart platforms now help tailor messaging based on audience behavior and preferences in real time.
Modern Tools, Proven Results
Our original case study proved that smart, targeted social media campaigns can drive real event attendance. But today’s tools, paired with up-to-date strategies, take that to a whole new level.
If your event marketing still relies on organic posts or one-size-fits-all ads, it’s time to rethink your approach. From Instagram Reels to LinkedIn Events to TikTok storytelling, opportunities to reach your ideal attendees have never been better.
Ready to make your next event a sellout success? Let Move Digital Group help you build a social media campaign that delivers real results.