How to Create an Instagram Virtual Event on Social Media: Event Marketing in the Digital Age

By: Ellen Bartolino

In the dynamic landscape of social media marketing, live events have taken a pivotal role, especially with platforms like Instagram Live, revolutionizing how brands connect with their audience. As we step into 2024, the lessons learned from the COVID-19 pandemic continue to influence how we promote events, merging the realms of virtual and hybrid experiences. This guide delves into the nuances of creating a successful virtual event on Instagram, leveraging the power of influencer marketing, and harnessing various social media platforms to boost engagement and brand awareness.

With a focus on Instagram Live, this article provides a comprehensive how-to guide for event planning in the digital era. It covers everything from the initial stages of event planning to post-event strategies, offering tips to make your online presence felt and heard. Whether you are a marketing manager or part of a marketing team aiming to create co-branded experiences, this article provides valuable insights into the kinds of virtual events that resonate with audiences in a world still navigating the aftereffects of pandemic restrictions and the new normal of quarantine lifestyle adjustments.

How to create an instagram virtual event

Understanding the Power of Instagram Live for Brand Promotion

How Instagram Live Revolutionizes Virtual Event Marketing

In the current digital era, Instagram Live has emerged as a game-changer in virtual event marketing. This platform allows brands to engage with their audience in a more personal and interactive manner. Insta Live offers the immediacy of real-time interaction, making it a potent tool for brand promotion. It provides a stage to showcase products, host discussions, and share behind-the-scenes content, which can significantly enhance brand awareness and customer loyalty.

A significant 93.2% of event professionals reported their virtual events were successful in terms of attendance rate, as found in a survey by vFairs. This indicates the continued effectiveness and popularity of virtual events among organizers.

Leveraging Influencers to Amplify Your Brand on Instagram Live

Incorporating influencers into your Instagram Live strategy can exponentially increase your reach and impact. Influencers, with their established follower base and content expertise, can help promote your event more effectively. By partnering with influencers who align with your brand’s values and target audience, you create authentic and compelling narratives around your live event. This collaboration can involve co-hosting events, featuring in Q&A sessions, or providing exclusive content related to your event.

During a recent webinar, I found that incorporating interactive Q&A sessions significantly boosted audience participation and provided valuable feedback for future events.

The Art of Going Live: Essential Tips for a Successful Virtual Event in 2024

Mastering the Go Live Feature: A How-to for Instagram Live

To host a successful virtual event on IG Live, understanding the technicalities of the platform is essential. Before going live, it’s important to ensure a stable internet connection and a well-lit, quiet location. When you go live, engage with your audience from the start, and be prepared to answer questions and interact in real-time. Consistency is key in maintaining viewer interest, so keep your presentation dynamic and engaging. Use hashtags and share content related to your event to increase visibility and drive engagement.

Zoom vs Instagram Live: Choosing the Right Platform for Your Event

When planning an online event, choosing the right platform is crucial. While Instagram Live offers great reach and social media integration, platforms like Zoom might be more suitable for certain types of events, especially those requiring more participant interaction or breakout sessions. Zoom also provides better control over audience participation and is generally preferred for more formal or business-oriented events. The choice between Zoom and Instagram Live should be based on the nature of your event, your target audience, and the level of interactivity you wish to achieve.

The survey also revealed that 77.2% of people prefer virtual events due to their ease of attendance, highlighting the convenience factor as a key draw for online events.

Crafting Compelling Event Content for Instagram Live

Creating engaging and memorable content is key to the success of any Instagram Live event. This section focuses on strategies to design captivating event content that resonates with your audience.

Using Hashtags and Social Media Posts to Build Excitement

Before your event, create a buzz by utilizing hashtags and social media posts. Effective hashtags should be unique, memorable, and relevant to your event. Start sharing these hashtags in your posts and encourage your followers to use them as well. This not only builds anticipation but also helps in tracking the conversation around your event. Creative and consistent social media posting on platforms like Facebook, LinkedIn, and Instagram can build excitement and increase your event’s visibility.

Before your event, create a buzz by utilizing hashtags and social media posts

Repurposing Live Video Content for Maximum Engagement

After your Instagram Live event ends, repurposing the content can extend the life of your event and boost post-event engagement. Turn segments of your live stream into bite-sized clips, infographics, or carousel posts. These can be shared across different social media platforms to reach a wider audience who may have missed the live session. This strategy not only amplifies your content but also keeps the conversation going, encouraging new viewers to engage with your brand.

In one of the virtual events I hosted on Instagram Live, we used targeted hashtags to create a buzz before the event. This strategy significantly increased our engagement and helped us reach a wider audience.

Cross-Platform Strategies: Integrating LinkedIn and Newsletters in Your Event Marketing

To maximize the impact of your Instagram Live event, adopting a cross-platform approach is crucial. This section explores how integrating LinkedIn and newsletters can enhance your event marketing strategy.

The Role of LinkedIn Live in Enhancing Your Virtual Event’s Reach

While Instagram Live is a powerful tool for real-time engagement, incorporating LinkedIn Live can broaden your professional audience and add a formal tone to your event. LinkedIn Live offers a platform to reach industry professionals, potential partners, and B2B clients, making it ideal for events like webinars, expert talks, and corporate announcements. By streaming your event on both Instagram and LinkedIn, you cater to diverse audience preferences and maximize your event’s reach.

Utilizing Newsletters to Drive Anticipation and Attendance

Newsletters play a pivotal role in event marketing, especially for building anticipation and keeping your audience informed. Prior to your event, send out newsletters to announce your upcoming live event, highlight keynote speakers, and provide all necessary details. Newsletters can be used to tease exclusive content, offer early bird access, or even include interactive elements like polls to understand what your audience expects from the event. Post-event, newsletters serve as an excellent medium to share key takeaways, additional resources, and teasers for your next virtual event.

Send out newsletters to announce your upcoming live event

Post-Event Strategies: Maximizing Impact After the Event Ends

The impact of a live event on Instagram Live doesn’t end when the stream stops. Effective post-event strategies are essential to maintain engagement and leverage the success of your event.

How to Repurpose Instagram Live Content Across Social Media Platforms

After your event concludes, consider how you can repurpose the content to keep the conversation going. This might include creating highlight reels for Instagram, shorter clips for Twitter, or more detailed follow-up content for LinkedIn and Facebook. Sharing snippets of the event, especially key insights or entertaining moments, can attract viewers who missed the live session and reinforce the message with those who attended.

Zoom’s Rise: A remarkable example of the success of virtual event platforms is Zoom. During the COVID-19 pandemic, Zoom became the frontrunner for virtual events, with a massive increase in users and licenses issued. This surge highlighted the platform’s versatility for not just business meetings but also for hosting larger virtual events like webinars and conferences​ (Influencer Marketing Hub)​.

Leveraging Social Media Marketing Insights Post-Event for Future Success

Analyzing post-event data is crucial in understanding the success of your event and planning future ones. Utilize analytics tools to track engagement, reach, and audience feedback. These insights can guide your future social media marketing strategies, helping you refine your approach to content, timing, and audience interaction. Also, consider gathering direct feedback from participants through surveys or social media posts to get qualitative insights.

By following these strategies, you can ensure that your Instagram Live event has a lasting impact, helping you to build a stronger brand and more engaged community.


Hosting a virtual event on platforms like Instagram Live and LinkedIn Live has become an essential part of modern event marketing strategies. In 2024, these platforms offer unique opportunities to engage with a diverse audience, amplify brand awareness, and create memorable experiences. From the initial stages of using hashtags to build excitement, to leveraging influencers, and finally to repurposing content post-event, every step plays a crucial role in the success of your virtual event.

As we’ve seen, the success of a Live event goes beyond just the live session. It encompasses careful planning, effective promotion across multiple social media platforms, and strategic post-event actions. By integrating these elements, brands can create a comprehensive and impactful event experience that resonates with their audience and leaves a lasting impression.

The digital world is continually evolving, and with it, the ways we connect and engage. By staying on top of these trends and learning how to effectively use platforms like Instagram Live, you can ensure that your events are not just seen but remembered and celebrated.

Every step plays a crucial role in the success of your virtual event

Frequently Asked Questions

How can I use hashtags effectively to promote my upcoming event on Instagram and Facebook Live?

To effectively promote your event on social media platforms like Instagram and Facebook Live, choose unique and memorable hashtags that are relevant to your event topic. Use these hashtags consistently in your promotional posts and encourage attendees to use them as well. This not only builds anticipation but also makes your event more discoverable and shareable. Monitor these hashtags to engage with potential attendees and gauge the buzz around your event.

What strategies can I employ to increase conversion rates for my Instagram Live events?

To boost conversion rates for your Instagram Live events, focus on creating a compelling landing page with all the relevant information attendees need. Promote your event across multiple social media channels, using targeted marketing campaigns. You can also employ tactics like early bird registrations, offering incentives, and running ads on platforms like Google Ads. Ensure your audience knows about the event by sharing posts at optimal times across time zones.

How can I integrate in-person elements into my livestream to make it more engaging?

Integrating in-person elements into your livestream can be a great way to make your virtual event more engaging. This can include featuring live Q&As, showcasing real-time reactions or comments, and including interactive segments where the audience can participate. You can also invite a different keynote speaker for each session or include live demonstrations to mimic the feel of an in-person event. Encourage interaction by asking viewers to share posts or participate in live polls.

Can Instagram Live be used in conjunction with other platforms to enhance my event’s reach?

Absolutely! Using Instagram Live in conjunction with other platforms can significantly enhance your event’s reach. You can simultaneously stream on Facebook Live or use conferencing tools for a broader audience. Promote your event on social media platforms like LinkedIn and Twitter to attract diverse participants. Additionally, creating shareable content that attendees can post on their networks is always a good way to extend your event’s visibility.

What are some creative ways to use Instagram features to promote my event?

Instagram offers several features that can be creatively used to promote your event. Utilize Stories to share quick updates or teasers about your upcoming event, and use the Countdown sticker to build excitement. Instagram allows you to share video snippets and behind-the-scenes content to give your audience a glimpse of what to expect. Additionally, using IGTV for longer promotional content and creating an event page with all the details can be very effective. Encourage people to share these posts and create a sense of community around your event.

Author Bio

Ellen Bartolino

Ellen is a seasoned author and communication expert, with a particular focus on Instagram. Her extensive knowledge of the platform has allowed her to create engaging and effective content for businesses and individuals alike. Ellen has a proven track record of crafting compelling Instagram captions and influencer marketing.