Facebook has recently been ramping up their suite of options for advertisers, and with this increase have come welcome and long-requested new options.
As event marketing specialists, our clients often put a lot of stock into the number of people who express interest in a Facebook event. Whilst the ROI and conversion potential of high attendees is a wider discussion, Facebook has now validated the work you’ve put into building an event audience by introducing a new feature to target historic event attendees.
How has this worked in the past?
Let’s backtrack a little.
In the past, Facebook has offered only the option to target audiences who’ve clicked ‘interested’ or ‘attending’ to an event that is currently active. Often, to build an audience pool and generate the social proof of higher event numbers, you would need to build your Facebook event well in advance, or sometimes, repurpose an old event to carry it forward (the latter of which is a workaround we wouldn’t encourage).
What can I do now?
However, from this month, you now have the option to incorporate attendees who’ve RSVP’d to events that have since ended.
How do you do this? It’s simple. Build a custom engagement audience that incorporates your previous events.
What will I use this for?
If you’ve spent money on generating event responses, or engaged a street team who’ve assisted with raising numbers organically, then the benefits of this feature speak for themselves. For frequent producers, promoters or venues, you can carry audiences forward on an event-by-event basis. For larger annual events, you have a second chance to convert people who already have brand recognition.
Now, before you go too Bradley Cooper and get excited over limitless possibilities, bear in mind that the feature isn’t coupled with a renegade license to target just anyone. You’re limited to those who’ve interacted with your event up to 365 days in the past – or currently, no earlier than December 2016.
The limitation here is useful, however, as the life cycle of an event attendee is not unending. Our data shows an increased drop-off in conversion results for event attendees who do not purchase after four weeks for festivals or larger scale events. This therefore means that event attendees can now form a foundational pillar in the prospecting stage of your campaign, but will need to be tactically integrated into your conversion activity.
This feature is one of several currently rolling out, and we’ll continue to spotlight new options as they become available.
As Imagine Dragons once sang, “It’s a revolution, I suppose.”