People are saying TikTok is the new Google, and honestly? They might be onto something.
For younger audiences, TikTok is a refreshing break from the glamorized world of Instagram and the ad-ridden chaos of Facebook, which is why 65% of Gen Z now use TikTok as a search engine.
So, what does this mean for event organizers like you? How can you leverage TikTok marketing to reach a broader audience and boost event attendance? At Eventbrite, we’re here to help you navigate these questions, as the future of event marketing depends on them.
In this article, we’ll share expert tips and strategies for TikTok marketing and analyze real-world examples.
Skip to different tips on TikTok for event marketing
1. Create organic content with an authentic voice
3. Optimize your content for TikTok’s search engine
4. Team up with micro-influencers
5. “Stitch” videos with a similar target audience
6. Promote your event through dynamic TikTok ads
8. Track your performance (and adjust accordingly)
9. Re-purpose (don’t reuse) content from Facebook and Instagram
1. Create organic content with an authentic voice
In TikTok’s 2024 Shopping Trend Report, they highlighted that “… brands inviting customers into the development process are developing stronger bonds.”
This means that TikTok allows you to show the “human side” behind your event brand.
How to create authentic TikTok content:
- Use personal storytelling: Create behind-the-scenes glimpses, like stage setups, and build a story series around it titled “Get ready with us while we tell you about the time our venue XX!”
- Don’t take yourself too seriously: Share engaging content that nods to your regulars, such as “Not us finding confetti in every corner after vacuuming five times!”
- Focus on value: As you tell your story, offer value to your audience by showing them how to do things, like setting up stage lights.
For example, look at Beatriz BB’s GRWM (get ready with me) TikTok promoting House of Yes’s upcoming event:
What House of Yes gets right with this video:
- Raw, unfiltered footage: Beatriz uses a close-up angle and makes mistakes on camera, which makes it feel like you’re getting ready with a friend.
- Offers value while incorporating storytelling: The video breaks down each step of the makeup look so users can save the video to try it out later.
- Include closed captions: Closed captions are used throughout the video, making it easy for viewers scrolling through TikTok to follow along without sound.
Remember: TikTok is more like Vine in its glory days or early YouTube than Instagram, so focus on creating relatable, user-generated content.
2. Add a strong hook
To put together this guide on TikTok for event marketers, we contacted Natasha Fuentes, our Influencer Marketing Manager at Eventbrite, for her top tips.
One key takeaway? Use strong hooks.
“Hooks are crucial because they capture viewers’ attention and keep them engaged. The hook needs to happen within the first 3-5 seconds of the video.” — Natasha Fuentes, Influencer Marketing Manager at Eventbrite.
As Natasha explains, there are three main types of hooks:
1. Visual hook: A visual hook is all about what’s happening in the frame at the start of your video. Natasha says, “Whether it’s spraying on perfume, showing off a final look, or clapping your hands, you need some type of movement in the beginning to grab attention.”
2. Text/title hook: Add text overlaying what your video is about within the first few seconds. Natasha says, “The title should stay on screen for at least 2 seconds” to give viewers time to read it. She also advises using straightforward, bold typography with high-contrast colors and avoiding too-small fonts. For example, if using white text, pair it with a dark background for better visibility.
3. Verbal hook: Consider what viewers will hear when they scroll to your video. Natasha advises making it “fun and catchy.” She gives examples like, “Are you telling me you haven’t been to the XX Food Festival in NYC?” or “Looking for something to do this weekend?” These phrases instantly pique interest and encourage viewers to keep watching.
A great example of an event organizer using all three hooks is That Reality Bar. For example, check out the TikTok below:
Their laid-back vibe and engaging hooks resulted in over 1 million views and significant audience engagement, demonstrating that creative TikTok marketing is a powerful tool.
3. Optimize your content for TikTok’s search engine
TikTok isn’t just a social media platform — it’s a search engine. Many active users use the search bar to find local activities, so you want to ensure your content ranks in the top search results for words and phrases (keywords) related to your event brand.
TikTok recently released a feature called “Creator Search Insights.” This tool shows you what type of content viewers are looking for. However, the tool is currently limited and still evolving.
So, if you want to stand out and boost your TikTok marketing for events, your best move is to dive into thorough keyword research, just like with Google or Bing.
Here’s how to optimize your video content for TikTok’s search engine:
1. Conduct Keyword Research: Log onto TikTok and type in your main keyword (like a location or “nightclub”). See what keywords pop up in the search results to identify popular terms.
2. Identify Your Target Audience’s Search Intent: Look at the top-ranking content for your keywords and assess if their intent aligns with what you want to rank for.
3. Use the keyword in your content title, caption, and hashtags: Incorporate your main keyword in the content title, caption, and unique event hashtag. This signals to TikTok’s algorithm that your video is relevant and boosts its chances of appearing in search results.
By following these steps, you’ll make it easier for attendees to find your content. Now, let’s look at strategies to keep your audience engaged.
4. Team up with micro-influencers
Did you know that 82% of consumers are “highly likely” to follow a recommendation by a micro-influencer? Natasha noted that “micro-influencers are constantly connected to and conversing with their audience, and this is something event organizers should seek to leverage.”
For example, take a look at The Lincoln Lodge’s collaboration with courtneytheexplorer:
Why Courtney was the perfect micro-influencer choice:
- Topically relevant: Courtney’s content focuses on LGBTQ-friendly activities in Chicago, making her collaboration with The Lincoln Lodge a natural fit for her audience.
- Same target audience: Courtney’s followers are specifically seeking LGBTQ-friendly events, which increases the likelihood of their interest in a community-focused activity like Lincoln Lodge’s stand-up events.
This collaboration is a prime example of choosing the right micro-influencer and the power of niching down. From the 50-second TikTok video, The Lincoln Lodge received 120,054 impressions, 5,076 engagements, and a 4.27% engagement rate, driving brand awareness and ticket sales.
If you’re interested in learning more about micro-influencer marketing, check out our report. It covers key insights, like how to find and secure a deal with the right influencer.
Learn more about micro-influencer marketing
5. “Stitch” videos with a similar target audience
“Stitching” a video means responding to someone else’s TikTok with your own, similar to replying to a comment. A significant benefit of stitching is that it helps you leverage trending topics and boost your visibility with the community of the original video you’re engaging with.
For instance, if you’re a dance club that hosts weekly events, you might stitch a video about a viral new dance trend that everyone is trying out.
How to stitch a TikTok:
1. Check for stitch availability: Click the “Share” button to see if the Stitch and Duet options are available. If these buttons aren’t visible, the original video isn’t eligible for stitching.
2. Trim the video: Use the “Trim Tool” to select the specific part of the video you want to share.
3. Record your reaction: Record your TikTok in response to the original video. Make sure to add your thoughts, humor, or insights to make it engaging.
4. Publish your content: Once you’re satisfied with your video, publish it. Don’t forget to enable comments and allow for further stitching, encouraging interaction from your audience.
To find the right video to stitch, look for trending content that resonates with your brand or message. Explore hashtags related to your event niche and check the “For You” page for popular videos.
6. Promote your event through dynamic video ads
TikTok is quickly becoming a powerhouse for in-feed ads because it helps put users in the “buying mood.” In fact, 67% of TikTok users agree that the platform inspires them to shop even when they aren’t actively looking to do so.
That’s exactly why we chose to collaborate with TikTok.
Here’s how it works: You embed your Eventbrite registration link onto TikTok, allowing users to browse through your event details directly on the platform. This increases your chances of appearing on their “For You Page” and enhances engagement because they don’t need to leave TikTok to see your event details and buy tickets.
This is how easy it is to create and promote your TikTok event ad with Eventbrite:
1 . Create your event registration page: Set up your event through Eventbrite and fill in all the necessary details.
2. Record a TikTok video: Create a dynamic video promoting your event in the TikTok app.
3. Add your link: In the TikTok app, hit “Add Link” and select “Eventbrite.”
4. Find your event: Search for your Eventbrite event by name and add the registration link.
5. Pin your link: Tap “Link to Post” to display your link above your caption and pin it in the comments.
Once you’ve filled in the details, this is what the final post will look like:
The best part is that you can set your budget for ad spend directly through the Eventbrite app. Plus you can monitor metrics like how many clicks your link receives and real-time engagement through your Eventbrite dashboard.
Use Eventbrite for TikTok marketing
7. Jump on viral trends
Creating content around current trends is a smart way to boost engagement with a wider audience and win favor with the TikTok algorithm.
To find popular trends, scroll through your feed and take note — what are the common themes? What keeps popping up?
Classic TikTok trends to try:
- Second person POV: This trend involves speaking directly to the audience as if they are part of your story, such as “POV: You just bought tickets to the best party in town.”
- “Come with me to” or “GRWM”: These formats allow you to take viewers along on an adventure or show them your getting-ready routine.
- Lip-syncing videos: This trend involves mouthing the words to a popular sound, which could be from anything, from a song to a viral clip, TV show, or a movie.
For instance, Dystopia Events used the second-person POV trend to promote their upcoming event. They started with a catchy hook and included a wide shot to showcase the vibrant atmosphere and excitement of the venue.
This approach effectively creates an engaging narrative and taps into FOMO (fear of missing out), encouraging viewers to want to experience the event for themselves.
If you’re still unsure about which trend to tackle or need more help identifying what’s popular at the moment, then checking out the TikTok Creative Center is a good place to start.
8. Track your performance (and adjust accordingly)
Tracking both your organic and paid content creation helps you understand how your target audience is reacting to your event marketing, and adjust accordingly.
Key metrics you should be paying attention to:
- Video and profile views: Tells you how many times your videos have been viewed, giving you insight into your audience reach.
- Engagement rates (likes, comments, shares and saves): Indicates how well your content resonates with your target audience.
- Unique viewers: Highlights the number of new users engaging with your content, helping you identify potential attendees.
One way to track these key metrics is to use Eventbrite. You can create unique tracking links for your event marketing campaign and conduct A/B split testing to see which version performs better.
For instance, you might run ads featuring two different TikTok trends and then compare the number of tickets sold through each link.
9. Re-purpose (don’t reuse) content from Facebook and Instagram
TikTok identify as an entertainment platform, not just a social media platform. As they put it, “TikTok is built on a content graph, not a social graph,” which means that engaging content is at the heart of the platform.
So, when it comes to using your event content from Facebook and Instagram, you need to repurpose it to fit the TikTok style, not just copy and paste it across.
Here’s a few content ideas:
- Turn Insta-stories into TikTok mini-vlogs: Compile snippets from your Instagram Stories into a cohesive mini-vlog that captures a day in your life or an event.
- Convert Instagram carousel posts into TikTok explainer videos: Break down the information from your carousel posts into concise explainer videos set against branded effects, like an event poster.
- Chop Instagram live streams into TikTok highlight reels: Edit your Instagram Live streams into short highlight reels that showcase the best moments.
By creatively repurposing your Instagram content for TikTok, you save time while meeting the criteria of what TikTok’s algorithm and users appreciate.
Start using TikTok for event marketing
TikTok may have started with dances and lip-syncs, but now it’s a go-to for Gen Z and Millennials to find new and cool things to do in their area. That means your event can get in front of audiences that are actively searching for something fun.
The key? Use your authentic voice — don’t stress about fitting in.
At Eventbrite, we understand the potential of TikTok marketing for events, which is why we’ve created a tool to embed event tickets directly on your TikTok page. Now, people can find all the info they need and buy tickets right there! Plus, you can easily track your sales.
