Facebook Ads: Pro Tips to Navigate the New Algorithm Changes

Earlier this month, Facebook CEO Mark Zuckerberg announced that big changes are coming to your Facebook News Feed in early 2018. To kickoff his announcement Zuckerberg stated, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” He continued, “recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”

Wondering where that leaves you and how these changes will impact your event marketing?

To create more meaningful social interactions, Facebook is going to adjust it’s News Feed algorithm to limit posts from businesses, brands and media, and prioritize posts that promote discussions, conversations, and human interaction. As a side effect, your event may have a harder time breaking onto the News Feed if you don’t adapt to the changing scene.

So, how do you stay relevant in the new Facebook world? Here are 3 ways to make sure your event gets noticed on the giant social media platform.

Create Facebook Event Pages. Over the past year, Facebook has made tweaks to it’s algorithm to feature Facebook Event listings. If you have an event, but aren’t taking advantage of this free tool, there has never been a better time to start using it. Events promote real life socializing, and I assume Facebook will take that into account as it adjusts it’s News Feed algorithm.

Pro tip 1: Invite your Facebook friends to attend your event. The more people that are interested in attending an event, the more it will show up on News Feeds.

Pro tip 2: Post frequently on your Facebook event page. This won’t directly impact how often you show up on the News Feed, but it does have an indirect impact. When you leave a post on your Facebook event page, all the people who have shown interest in your event will get a notification on their account. This can remind them that your event is coming up soon, and they can invite their friends to attend.

Create organic posts that spur conversation. Instead of using clickbait tactics to try and make your posts go viral, focus on writing posts that will get your followers to comment. Ask intriguing questions. Some people might try to find a loophole by asking attendees to “Tag a friend you want to take to the event with you.” But be warned! These are the type of posts that Facebook is looking to demote. If you follow this strategy, you may find yourself getting dinged repeatedly by Facebook and falling into social media oblivion.

Pro tip: Share memories or ask for recommendations in your organic posts. Facebook finds that both memories and recommendations spark more conversations and contribute to Facebook’s new goal.

Use paid Facebook advertising to ensure your event gets noticed. If your organic efforts aren’t getting you the results you are looking for, paid advertising will ensure your event gets seen on Facebook. While Facebook is demoting organic posts from businesses, don’t expect them to limit how many ads you see on your News Feed.

Pro tip 1: Boosting your event posts is great, but it isn’t enough. Boosting your posts usually limits your ads to be seen by people who follow your Facebook page. Use Facebook Ads Manager to reach people outside of your current network.

Pro tip 2: If you don’t know how to do Facebook advertising effectively, SpinGo can promote your event for you.

Using Instagram Stories for Events

Instagram is great for connecting with your attendees through compelling pictures and videos. A picture is worth a thousand words and as an event maker, you have a lot to say! Tell your attendees about your event creatively by using Instagram stories.

How to post a story

Tap the little camera icon in the top left hand corner of the screen.

Take pictures, videos, boomerangs, and more!

Write or draw on your image/video for add flare.

Click the little plus sign to add it to your story!

You can use stories to keep your Instagram followers interested in your event as it is coming up.

Six Things To Post on Your Story

1) Ticket Giveaways
Everyone likes to be a winner. Use your Insta story to post about special ticket giveaways that are taking place before your event. Use fun images/videos to get people to enter to win.

2) Line Up Announcements
Whether you’re announcing Britney Spears, Five Finger Death Punch, or your local reggae band, your attendees deserve to hear about it! Build hype for your event by posting line up announcements and event updates to your story.

3) Contests
Does your event have any contests going on? If so, post information and reminders to enter the contest. Once the contest gets going, post updates and share stats to maintain that hype. Once the contest is over, give the winner a shoutout. Your users want something to follow, so give them that content!

4) Special Deals
There are people out there that don’t buy anything unless it’s on sale. Everybody likes a good deal, so make sure to post about special ticket offers, discounts, and dates where prices increase on your Instagram story.

5) Event Prep
Give your followers a little sneak peak at the magic that makes the event possible. While prepping for the event, post content that shows you and your team having fun as you get ready. Some popular posts I’ve seen include: Setting up the beer garden, putting together the stage, and getting together the merchandise.

6) Day of the Event
Give the followers who didn’t attend your event a big dose of FOMO. Post exciting videos and photos from the event to let those followers know they are missing out.


Using Instagram stories can positively impact your event. Give your users creative and informative content as your event approaches.

And remember the most important rule – Keep your content fresh!

Why Facebook Event Pages Work

There are lots of ways to get the word out about your event online, including a Facebook event page. This is one avenue you don’t want to skip!

If you think Facebook is a social media graveyard consider this – Facebook now has nearly 2 billion users who spend an average of 50 minutes per day on their platform. That’s about the same amount of time per day people in the U.S. spend eating! If you’re event isn’t on Facebook you’re losing out on a huge market.

Here’s how to set up your Facebook Event page:

  1. Click Events in the left menu of your News Feed.
  2. Click Create in the top right.
  3. Click to choose between a private or public event. If you’re creating a public event, you can set the event’s host as yourself or a page you manage. We recommend setting the host as yourself to open up the direct message feature.
  4. Fill in the event name, details, location, and time. If you’re creating a public event you can:
    1. Select a category for your event
    2. Add keywords about your event
    3. Add a link to a ticketing website for your event
  5. Click Create.

Now that your event’s page is setup, you can really start to see the power of Facebook Events.

Here are the Top 6 Ways to Get the Most out of Your Facebook Event Page:

1. Invite your friends to the event page. Inviting your friends to your event is like adding your event to their calendar for them. If they click that they are “Interested” or “Going” on your event they will get notified whenever you post on the event wall and they get reminders when the event is coming up. No arm twisting required.

2. Share the event to your business page. People who follow your business page are likely to have an interest in the events you put on, so let them know of your awesome upcoming event!

3. Direct message people Interested in your event. Send interested attendees a message reminding them of your event, a cool update, or a link to purchase tickets. Reminder: you can only use the direct message feature when your event is owned by a person, not a business.

4. Post updates on your event wall frequently. Post photos and videos from past events! Use a countdown to the event date and creative messages to hype up the event. People who click that they are “Interested” or “Going” to your event will get notifications every time you make a post to the Event wall.

5. Promote your Facebook Event page on Facebook. This will increase awareness and get people outside of your immediate circle interested in attending your event. Through Facebook promotion, our clients have seen an average increase in attendees “Going” to their event of 478.91%, and 394.28% increase in “Interested” attendees.

6. Follow up. After your event, post photos from the event to thank those who went, and show those who didn’t go what they missed out on.

Need help getting your event seen? At SpinGo we specialize in Event Marketing and Management. Over 20,000 events have called on us to create, manage and optimize their digital advertisements. Purchase our marketing services today.

Facebook Slideshows: Make Your Event Stand Out

The Facebook News Feed is a double-edged sword. It provides users a constant stream of engaging content, but marketers looking to advertise on the platform need to find ways to break through the noise.

Last month, Facebook released some updates to its Slideshow ads tool, which helps marketers quickly stitch existing photos together into an advertising video. Launched in October 2015, Slideshow ads previously did not support sound. With the new update, you can add music, but you are limited to Facebook’s library. Other new highlights include text, templates, and colors to provide a richer viewing experience.

The new features give event makers another weapon to stand out in the News Feed and get the word out.

In a company post, Facebook explained how Stance, a sock company, effectively used Slideshow ads to increase brand engagement. In just six weeks, their slideshow campaign achieved:

  • 2.4X lift in click-through rate
  • 48% lower cost per action
  • 1.4X lift in return on ad spend

If you’d like to give Slideshow ads a try, here’s a quick guide to help get you started:


1.  Create a Facebook Event

It’s important to post your event to Facebook, especially if you don’t have an event website because it’s an easy way to get details, info, and messaging onto the platform. Plus, you can reference the event in ad campaigns and posts. Users can “like”, say they’re interested, and share the event with their friends.


2.  Create a New Ad Campaign and Ad Set


To create an ad campaign in Facebook’s ad creation tool, go to www.facebook.com/ads/create or click Create Ad in the top right of Ads Manager. The ad creation process includes:

Creating your campaign – Choose from a variety of objectives like “Promote your Page” or “Raise attendance at your event”
Creating your ad sets – Define your target audience, budget, and schedule.

3.  Create Your Slideshow


After your campaign and ad sets are defined, you can jump into the actual ad creative.
Click on Create Slideshow and choose 3–7 images to add to your ad. You can upload your images or use free stock images provided by Facebook.

Text and Audio
You may choose to use a free audio track to play during the slideshow, and if you want to add text, there are options for selecting the font, color, background, and position.

You can set the length of your ad up to 35 seconds.

Choose which image you want users to see when the video isn’t playing.

Call to Action
Enter text that highlights your event and select the call to action button you want to use.


4. Other Recommendations

For best results, Facebook recommends the following:

  • Use high-quality images and avoid grainy images
  • Use images that are all the same dimensions, ideally 1280 x 720 pixels, or an image ratio of 16:9 or 4:3. If you use pictures of different sizes, your slideshow will be cropped to be square.
  • For video uploads, choose .MOV or .MP4 file types.

Facebook makes the process very easy, so you can get your slideshow up and running in just a few minutes. If you’d like some additional help, SpinGo specializes in marketing events and can help you set up and manage your Facebook campaigns. For a free consultation on your event, click here.

How to Use Snapchat For Your Event

As you go about your normal daily activities, you may have noticed people under the age of 25 gathering in groups, making weird faces, laughing, and pointing at something obviously hysterical on their phones. Have you ever wondered what they’re doing? Welcome to the reign of Snapchat, an app for sending photos that delete after 10 seconds.

Over the past few years, Snapchat has become one of the fastest growing and most used social media apps with over 200 million active users. With so many active users, marketers, and more specifically event makers, have been enamoured with the potential Snapchat has for reaching audiences about their events. But up until now, Snapchat has been the elusive golden snitch of event marketing; nobody has been able to truly figure out how to use it to consistently market their events.

The difficulty with advertising on Snapchat has always been that your reach is limited to the number of friends you have. While this seems similar to Facebook, Instagram, and Twitter, Snapchat is unique in that there isn’t an easy way to search and discover accounts, meaning that if you aren’t actively promoting your Snapchat account, people may be hard pressed to find you.

However, Snapchat has recently come out with a feature for events that allows you to share your event to a large audience that Snapchat users will willingly want to share with their friends – true organic marketing at it’s best. It’s called Snapchat Geofilters.

What is a Snapchat Geofilter?

A Geofilter is a creative little design that can be applied over pictures that a user takes on Snapchat. Filters are often used to denote a city, a historical place, or an event. For example, a Snapchat user in San Fracisco will be able to add a Geofilter to their picture that says San Fracisco. No matter what city you are in, you will be able to find a filter with your city name.

Snapchat is able to do this through Geofiltering, the ability to target specific geographic locations, so each location can have a unique filter. A Geofilter can be set to as large as a whole country, or as small as 20,000 square feet – approximitaly the size of a couple houses or lots downtown. For your event, you will want to set your Geofilter to the location of your event.

Why Use a Snapchat Geofilter?

Geofilters are a great way to organically get your attendees to share your event with their friends. Geofilters are particulary useful for multi-day or recurring events such as state fairs, music festivals, and craft festivals.

The main hope of using a geofilter for your event is that you attendees will take a picture on Snapchat and share it with their friends using your filter. While Snapchat doesn’t allow gimmicky text on their filters such as URLs or contact information, simply stating the name of your event with a creative image that captures the essense of your event will be enough to draw interest.

If your target audience uses Snapchat, using a filter can be a great way to share your event and draw in some new attendees you might not have previously reached.

If you are looking to improve your online presence with a target audience mostly under 25 years old, using a Snapchat Geofilter will help greatly.

How to Create a Snapchat Geofilter

To create a Geofilter, you will need a couple of things:

  1. Snapchat Account
  2. Adobe Illustrator and/or Photoshop
  3. Graphic Design Skills or Access to a Graphic Designer.

If you don’t have a Snapchat account, you’ll first need to download the app and create one. Don’t worry, you don’t have to keep the app on your phone, you can delete it as soon as you create your account. You can download Snapchat for iOS here, or for Android here.

Once your account is set up, you can go to snapchat.com/on-demand where you will see this page. You’ll notice that it gives examples of Geofilters that have been created by other events and businesses.

You’ll want to select the Create Now button located beneath the For People and Businessessection.

Once you have clicked Create Now, you will be asked to log in to your Snapchat account. This is the same username and password you used to create your account on the app.

When you’ve entered in your information, click Log In. 

Step 1: Upload Image

You are now on the first of four quick steps for creating your Geofilter.

Snapchat requires that your Geofilter meets specific requirements before letting it go live. Snapchat requires:

On this page, click the Download Templates button and you can open these in either Adobe Photoshop or Adobe Illustrator to create your Geofilter.

At this point, you need to create a filter for your event. If you don’t have Photoshop or Illustrator, you can purchase it here. If you don’t have either program and you don’t want them, you can hire a professional or ask a skilled friend to create a Geofilter for you.

Here are some tips to keep in mind when creating your Geofilter:

  • Leave a 149 pixel buffer zone at the top of your image and on the bottom of your image. This space needs to remain empty for Snapchat to accept your Geofilter.
  • Use Your Event’s Name – Most events have a unique and recognizable name that distinguishes it as an event. Incorporate the name of your event into your Geofilter to familiarize people with your event and so that they can perform a Google search for your event and find it online if they are interested.
  • Be Creative – Create a design that captures the essence of your event.
  • Keep It Simple – Don’t overdo your Geofilter. Leave plenty of open space so that people can capture the events and activities happening at your event.

Once your filter is created, click Chose File…, upload your filter, and go to the next step.

Step 2: Date Picker

Step 2 is the most straighforward and simple of all the steps; simply select the dates you want your filter to show.

Snapchat charges you based upon the number of days your Geofilter is active along with the size of the area you choose to select.

If you have a tight budget and can’t afford to display your Geofilter for every day of your event, try running your Geofilter at the start of your event so that it creates momentum for the rest of your event.

Once you finish selecting your dates, hit next.

Step 3: Select Location

When you get to Step 3, the page will open up to a big map. In the top left corner of the page, you will see a search box where you can enter the location of your event.

Once you have found the location where your event will be held, press the yellow Draw Fence button at the bottom of the page. This button lets you select the exact area you want to target.

To begin, click on the outside border of where you want your Geofilter to show, and make a fence around that area. You can click as many times as you want, so if your event venue is an unusual shape, you will be able to capture the entire area.

To close the border, connect the last line you draw to the first dot you dropped. That will close the border and you will see a green shape appear on your screen.

If you don’t click on the reclick on the original space you clicked, your border will remain open and you won’t be able to move onto the next step.

Make sure you click on the original mark and your area will turn green, signaling that you are ready for the final step.

Step 4: Complete Purchase

You have now reached the final step of creating a Geofilter for your event. This page will ask you to enter in a name for this specific Geofilter. For this example, I would enter Bryant Park Event.

Then enter your card information so you can pay for the service.

On the right side of the page you will see your order summary. It will show you a preview of your filter, the location you are choosing to target, the dates you seleceted, your contact email, and the total cost.

Click that you agree to the Terms of Service, and your Geofilter will be reviewed by the Snapchat team to make sure it fits the requirements.

You will be emailed once your filter is approved.

Now that your Geofilter is set up, get ready to use it at your event! Share it with your friends to help spread the word about your event.

Still have questions about Snapchat? Leave your questions below!