Most event organizers know they need to use social media, but do so half-heartedly: one announcement post and then silence. The result: little traffic to the ticket page and disappointing sales. In this article, you will learn how to strategically use Instagram, Facebook, and WhatsApp to sell more tickets online.
Why social media is so effective for ticket sales
People rarely buy tickets for events based on a cold Google search. They buy because:
- A friend sends them a link.
- They see a story pass by from someone they trust.
- They have already seen the announcement multiple times (repeat).
Social media leverages exactly these three mechanisms. The key is consistent presence over several weeks, not one big post.
Instagram: scheduling stories and feed posts
The basic schedule (6 weeks before the event)
| Time | What to post |
|---|---|
| Week 6 (opening day) | Announcement feed post + story with link sticker to tickets |
| Week 5 | Behind-the-scenes preparation, artist profile or speaker |
| Week 4 | Story: “X tickets still available” + countdown sticker |
| Week 3 | User-generated content: repost from someone who has already purchased |
| Week 2 | Feed post with atmospheric images from last year + ticket link |
| Week 1 | Daily stories: countdown, “last call”, practical info |
Smart use of link in bio
Instagram does not allow links in feed captions. Ensure your bio link always points to your ticket page for the duration of sales. Are you selling concert tickets? Then use your concert ticket page as the bio link. Finish your captions with “Link in bio for tickets”.
Consider using a tool like Linktree or a simple landing page if you are selling multiple events at the same time.
Visuals that work
For concerts and events, atmospheric imagery converts better than graphically designed posters with a lot of text. Usage:
- Photos from previous editions (audience, atmosphere, energy).
- Short videos (15–30 seconds) of artists or speakers.
- A countdown sticker in stories that automatically counts down to the event date.
Facebook Events: free visibility
Creating a Facebook Event costs nothing and offers significant organic visibility:
- People who click “interested” automatically see updates in their feed.
- Friends of those interested see the event in their “Maybe interesting” feed.
- The event appears in the local Facebook events list.
Link ticket link as “Tickets” button
When creating a Facebook Event, you can add an external ticket link. Enter your Kaartjie ticket page here. Facebook will then display a prominent “Buy Tickets” button at the top of your event.
Post updates in the event
Every update you post in the event (photo, announcement, reminder) is automatically sent as a notification to everyone who clicked “interested” or “I’m going.” These are your warmest prospects.
WhatsApp: direct and personal
WhatsApp has the highest open rate of all channels — nearly 98%. Use it wisely:
WhatsApp Status
Post the ticket link as a WhatsApp Status with a catchy image or short video. The Status is visible to all your contacts for 24 hours. Repeat this daily during the week before the event.
WhatsApp Broadcast
Do you have a list of people from previous events or interested parties? Send a personal broadcast message. Don't make it too formal:
“Hey! We are organizing [event] again on [date] at [location]. Online tickets are now available for €[price]. You can order directly here: [link]. Regards, [name]”
Personal messages have a higher conversion rate than mass communication. Limit broadcasts to people who have previously given consent (e.g., by making a purchase).
WhatsApp groups
Does a group of potential visitors already exist (fan group, club members, village app)? Post your ticket link there, but do it once and keep it not too commercial. Add context: why would the people in that specific group be interested?
Paid social media advertisements: when to use them and when not
Paid Instagram/Facebook ads make sense if:
- You introduce a new event where your own network is small.
- You want to reach a specific local target group (e.g. 30–50 year olds in your city).
- You are repeating a sold-out edition and want to reach former visitors again (retargeting).
For small-scale, local events, however, the budget for ads is rarely recoverable. Start with organic posts and WhatsApp. Only use ads when you reach a ceiling with organic revenue.
Make the ticket link shareable
Make sure your ticket link is easy to share:
- Use a short URL ( Kaartjie generates a readable URL by default, such as
kaartjie.nl/jouwnaam/evenementnaam). - Add an Open Graph image so your link expands nicely in WhatsApp and Facebook ( Kaartjie does this automatically if you have an event photo).
- Test the link yourself on mobile before sending it.
Create ticket page in 5 minutes?
Create a free account and share your link on social media immediately.
Create a free account