One of the biggest advantages of virtual events is that your audience is already online. With the right social media strategy, you can meet them where they are, build anticipation, and create a sense of connection long before the event begins. But with so many platforms available, the question isn’t whether you should use them—it’s how to use each channel effectively.
Let’s explore how different social platforms can amplify your virtual event and help you reach the right audience in the right way.
For all its longevity, Facebook remains a reliable event marketing tool. Its Event pages provide a natural hub for details like dates, times, and registration links, while also giving you a space to share updates in the lead-up to your virtual gathering. You can post speaker spotlights, behind-the-scenes teasers, or interactive polls that spark conversation.
If you want to go deeper, private or public Facebook Groups can create niche communities for attendees, whether they’re first-time participants, industry-specific audiences, or regional networks. Add targeted ads into the mix, and you’ve got one of the most versatile platforms for reaching new participants.
X (Twitter)
The speed and immediacy of X (formerly Twitter) make it ideal for both promotion and live interaction. In the days before your event, you can share countdown reminders, highlight keynote speakers, and encourage use of your branded hashtag. During the event, the platform shines as a backchannel for live reactions, session takeaways, and speaker quotes. It’s a way to make your virtual event feel like a real-time conversation instead of a one-way broadcast.
If your event is professional or industry-specific, LinkedIn should be front and center in your plan. Company pages help establish credibility, but your team’s personal profiles can be just as valuable for spreading the word organically. Encourage employees, speakers, and partners to share posts about the event, since personal content often gets higher engagement.
Here are two effective LinkedIn strategies for virtual event promotion:
- Create a LinkedIn Event page: It gives you a built-in registration system and a space for ongoing updates.
- Use thought-leadership content: Share posts or articles tied to event topics to establish your brand as an authority while keeping the event in focus.
When executed well, LinkedIn not only markets your virtual event but also positions your organization as a leader in the field.
Virtual events may lack physical spaces, but Instagram can help you create visual energy around them. Its blend of Stories, Reels, and Carousels makes it easy to deliver bite-sized, engaging content that builds excitement.
Some impactful Instagram tactics include:
- Sharing short Reels of speakers previewing their sessions.
- Posting countdown stickers to create urgency.
- Running polls in Stories to involve your audience directly.
- Highlighting attendee shout-outs or UGC during the event.
Instagram’s visual storytelling can make a digital-only event feel vibrant and communal, while also creating FOMO for those who haven’t registered yet.
YouTube
As the go-to platform for video content, YouTube extends the life of your virtual event. You can livestream keynote sessions, publish interviews with speakers, or post highlight reels that keep drawing traffic long after the event ends. Since YouTube content is searchable and evergreen, it not only promotes your current event but also acts as a library of proof points for future ones.
TikTok
For younger and more digitally savvy audiences, TikTok is a powerful way to market your virtual event. Its short, high-energy format is less about polished production and more about personality. A speaker introducing themselves with a trending audio clip, a quick “behind the scenes” look at your virtual platform, or a creative recap of the agenda can grab attention in ways traditional posts can’t. The key is to entertain while informing, blending authenticity with promotion.
Pinterest might not seem like an obvious event marketing tool, but its visual nature makes it a valuable traffic driver. By creating boards around event themes, posting infographics, or designing quote cards with speaker insights, you can attract users searching for related content. Pins can direct people straight to your registration page, and since they have long shelf lives, they continue working weeks or even months after posting.
In Conclusion
Each platform offers unique strengths, but you don’t need to master them all at once. Instead, focus on the few where your audience is most active. For example, LinkedIn and YouTube might work best for a professional webinar, while Instagram and TikTok could shine for a community-focused summit.
By tailoring your content to fit the strengths of each chosen platform, you’ll not only attract more attendees but also create a richer digital experience around your event. Remember: virtual events succeed when they feel alive online, and social media is the bridge that makes that happen.