How to Keep Your Event’s Online Presence Front and Center: 7 Proven Strategies

Keeping your event attendees engaged online year-round is now essential for any successful promoter. In 2025 the live events scene is more crowded than ever – the number of events worldwide grew by 52% in 2024 according to festival marketing statistics – so maintaining a strong online presence is critical to stand out. Research even indicates that up to 80% of a festival’s audience each year are first-timers who’ve never attended before, highlighting the importance of continuous audience acquisition. This means you can’t just market once and forget; you need to nurture those new fans online so they become loyal returnees.

Building an engaged digital community around your event isn’t just a marketing afterthought – it’s now a cornerstone of long-term festival success. Below are seven proven techniques top promoters use to keep their event’s online presence front and center. From curated email campaigns and pre-sale hype to fan forums and creative partnerships, these strategies will help ensure your event stays on your audience’s mind – leading to higher loyalty and future ticket sales.

1. Nurture Email Sequence

Email remains one of the most powerful tools for engaging your audience. According to industry analysis, 94% of event teams rank pre-event email marketing as their most important content channel – and it’s easy to see why. Email lets you deliver personalized updates, exclusive content, and reminders directly to fans who want to hear from you. It also boasts a huge ROI (around $36 for every $1 spent), making it one of the highest-ROI marketing channels available.

Start by creating a nurture email sequence that kicks in well before your event and continues afterwards. Rather than a single announcement, schedule a series of emails that tell a story and build excitement. For example:

• Early teaser: “Save the date” or lineup hint email months out, to put your event on everyone’s radar.
• Countdown updates: Regular emails highlighting new artists, venue features, or behind-the-scenes peeks as the event approaches.
• Important info: Critical notices like key registration dates, ticket on-sale reminders, travel/logistics updates, and special promotions.
• Related content: Fun extras that keep fans engaged – like an interview with a headliner, a Spotify playlist of artists on the bill, or a recap of last year’s highlights (linking to your blog or YouTube content).
• Post-event follow-up: A thank-you email after the event with a highlight reel video and a feedback survey.

Each email should provide value or excitement – not just repeat the same sales pitch. Experienced festival marketers often treat email as a conversation, not an advertisement. For instance, you might share a “day in the life” story from your crew prepping the festival, or spotlight a fan-favorite food vendor coming back this year. These personal touches make subscribers feel like insiders.

Pro Tip: Use an email marketing tool to segment your audience and personalize messages. For example, first-time ticket buyers could receive a “Welcome Guide” explaining the event basics, while returning fans get content like “What’s New This Year” or loyalty discount codes. Tailoring emails to different segments (VIPs, past attendees, local vs. traveling fans, etc.) boosts open rates and engagement.

Warning: Avoid bombarding your list with too many emails. Sending daily blasts with no new information will cause fans to tune out or unsubscribe. Stick to a consistent but reasonable schedule (e.g., weekly or biweekly in the lead-up) and make sure every email has something worthwhile (a tip, announcement, or reward). Quality beats quantity – you want fans to actually anticipate your emails!

Don’t forget to extend the sequence beyond the festival. A few days after your event, send a warm thank-you email to attendees. Express gratitude, share a link to “relive” content (photo galleries or an aftermovie), and invite feedback. Experts recommend sending this within 24–48 hours after the event while the excitement is fresh, as suggested in our guide on post-event steps to boost next year’s success. This follow-up not only shows you care about the fan experience, it sets the stage for your next event by gathering insights. (You can even include a tease like “stay tuned for dates for next year’s edition!” to plant the seed of future attendance.)

2. Build Excitement BEFORE Ticketing

Why wait until tickets go on sale to start engaging your audience? The period before your official ticket launch or lineup announcement is a golden opportunity to build hype. Top promoters use this time to tease the event and gather an early fan base through pre-registration and other tactics – essentially, getting fans invested before they spend a dollar.

One of the simplest techniques is setting up an early RSVP or pre-registration page. Invite fans to “sign up for updates” or join a waitlist for the event. This serves multiple purposes:
* It gives you a gauge of interest (e.g., 5,000 people pre-registered in the first week signals huge demand).
* You collect valuable contact info (emails/phone numbers) for your marketing database.
* It builds a sense of exclusivity – fans who sign up early feel like they’re part of something special and will hear news first.

Many major festivals have mastered this. For example, Tomorrowland opens pre-registration months in advance, generating buzz among hundreds of thousands of hopeful attendees. Glastonbury in the UK requires fans to register (with a photo ID) before tickets even go on sale – a system that not only deters scalpers but also creates massive anticipation as people clamor to get “Glasto-registered.” Even smaller events can use this strategy: a pre-sale sign-up form on your site or via your ticketing platform can kickstart word-of-mouth well ahead of your on-sale date.

Another big advantage of early engagement is the ability to reward your super-fans. A ticketing platform like Ticket Fairy’s integrated event marketing suite makes this easy with programs such as PREWARDS. Under the PREWARDS system, fans who pre-register and complete extra steps – like sharing the event on social media or referring friends – earn points and rise on a leaderboard. The top point-earners might get perks like early access to tickets, meet-and-greet passes, or merch discounts. This kind of gamified loyalty program turns eager fans into an army of ambassadors promoting your event (for free!), and it makes them even more likely to attend since they feel a personal stake.

In fact, savvy promoters worldwide are adopting fair pre-sale and loyalty strategies to turn early hype into confirmed attendees. As one Ticket Fairy guide notes, presales and fan club programs that reward early believers with fair access build long-term goodwill and drive stronger sales. We’ve seen it in action: CMA Fest in Nashville offers a loyalty pre-sale to the previous year’s attendees so they get first crack at tickets, and festivals like Electric Forest utilize loyalty programs that email unique codes to past ticket-buyers so they can purchase before the general public. By gratifying your core fans with early access or exclusive rewards, you not only thank them for their support – you ensure your most enthusiastic audience is locked in for your next event.

Pro Tip: When you ask fans to pre-register, consider collecting a bit of fun data in the sign-up form. For example, ask “Who was your favorite performer last year?” or “How did you hear about us?” or even “What city will you be coming from?”. Fans enjoy sharing their preferences (it makes them feel heard), and you gain insights. Those insights can guide your marketing – e.g., if you learn most of your pre-registrants cite a certain artist, you’ll know whom to emphasize in promotions. Or if you see a huge contingent from a particular city, you might target that region with extra ads or create audience-specific content to nurture that local fan base.

3. Use Social Media Platforms

These days, social media is the heartbeat of online presence. Platforms like Instagram, TikTok, Facebook, and X (formerly Twitter) let you connect with your audience in real time – and on their turf. A strong social media strategy keeps your event in the daily feeds (and minds) of your fans. In fact, roughly a quarter of all traffic to ticketing pages now comes directly from social media referrals, highlighting the importance of leveraging social media insights to reach audiences, underscoring how central these channels are to event marketing and fan engagement.

To leverage social media effectively, meet your audience where they are – and tailor content to each platform. Gen Z-heavy platforms like TikTok or Instagram Reels are great for short, exciting videos: think teaser clips of stage designs, artist shoutouts, or behind-the-scenes tour of your venue. On Twitter/X, you might provide quick updates, live Q&As, or witty commentary. Facebook can be useful for creating event pages, posting longer-form updates, and fostering community via comments. And don’t forget newer or niche platforms if they fit your audience – for instance, if you run a festival in Asia, you might engage fans on WeChat or LINE; if it’s a gaming or anime convention, Discord or Twitch could be key. Customize and refine each post for the platform. A one-size-fits-all blast won’t have the same impact as content crafted for the specific audience and format of each network.

Another crucial aspect is consistency. Develop a content calendar for social posts leading up to the event. You can schedule content themes: artist announcements on Mondays, throwback photos on #TBT (Throwback Thursday), fan polls on Fridays, etc. Regular posting keeps momentum. Interactive content is especially powerful – polls, quizzes, contests, or “tag a friend who you’d take to the festival” posts actively involve your followers and expand reach as they share or tag others.

At the same time, be mindful of what works best on each platform. For example, the slick aftermovie that performs well on YouTube might need to be cut into 15-second vertical clips for TikTok. An in-depth interview with your festival founder might fit well as a blog post shared on Facebook, whereas on Instagram, a carousel of photos with bite-sized insights from that interview could gain more traction. Refine your message for each medium. As the original article noted: what you post on TikTok might not resonate on Facebook, and vice versa. Invest the effort to present your content in the way that’s most native to each platform.

One hallmark of effective social strategy is encouraging user-generated content. Come up with an official event hashtag and promote it everywhere (#FestivalName2025, for example). This gives attendees a way to tag their experiences and lets you easily find and reshare their posts. By engaging with fans’ content – liking or reposting attendee photos, for instance – you create a second life for your event online. A fan’s selfie at your festival, when reposted by your official account, not only delights that fan (they’ll likely tell everyone that the festival featured them) but also serves as authentic peer-to-peer marketing to all their friends. Research shows that half of fans discover new events through social posts, and nearly 46% of festival-goers find information via these channels, demonstrating the ripple effect of shareable experiences.

For inspiration, look at how mega-festivals dominate social media. Tomorrowland is a prime example: their team creates immersive content year-round – from stunning aftermovies on YouTube to live-streaming performances to millions of viewers. They use hashtags like #Tomorrowland and #PeopleOfTomorrow to unite fans, and encourage attendees to encourage user-generated content creation. During the festival, Tomorrowland’s live stream and real-time social media updates create a global spectacle online. In 2024, Tomorrowland’s live stream reportedly drew over 50 million viewers worldwide, as detailed in Tomorrowland’s ultimate marketing guide, turning online engagement into an extension of the event itself. The lesson for any event organizer is to think beyond the physical venue: a compelling social media presence can make your event feel present in the digital lives of fans everywhere.

Pro Tip: Create a dedicated social media team or point person, especially during the peak weeks around your event. Their job is not only to schedule posts, but to listen and respond. By monitoring mentions and comments, you can catch issues (and opportunities) in real time. For instance, if multiple attendees tweet about long lines at a water station, your team can respond quickly on-site to fix it – and then update on social (“Refilled and ready to go at the Oasis bar!”). This kind of responsiveness turns potential negatives into trust-building moments. (For a deeper dive into mining social data, check out our guide on leveraging social media insights to reach your festival audience, which covers social listening and analytics for event marketing.)

4. Engage Your Followers

Posting frequently is important, but true engagement is a two-way street. To nurture your audience, you also need to interact with them. Something as simple as replying to comments, answering DMs, or re-sharing fan content can significantly strengthen the bond between your event and its attendees. When followers feel a real connection – like there are humans behind the brand who see and appreciate them – they become not just attendees but enthusiastic advocates.

Make it a habit to actively engage on your social platforms. If someone leaves an excited comment on your Instagram post (“Can’t wait for the lineup drop!”), leave them a friendly reply or even just a “?”. On Twitter/X, if attendees are reminiscing about last year’s event, jump into the conversation – ask them what their favorite moment was or which artist they want to see next. Create polls asking for input (e.g., “What genre afterparty should we host – techno, hip-hop, or surprise mix?”) and acknowledge the results. Start conversations, not just announcements.

You can also encourage fans to engage with each other. Branded hashtags as mentioned help; so do prompts like photo contests (“Post your best photo from our festival last year with #FestivalMemories – we’ll feature our favorites!”). Some festivals designate an official Facebook Group or subreddit where fans can discuss the event – from carpool planning to costume ideas – and where organizers occasionally chime in with tips or previews. By giving your community a place to talk to each other, you’re facilitating a fandom that lives beyond the event itself. Your festival then isn’t just a once-a-year concert – it’s a year-round community.

This kind of engagement has real benefits. Fans who feel connected are more likely to stick with you through changes, support the event during tougher times, and generate positive buzz. They’ll answer questions from newcomers (“Is this festival worth it?” – “Heck yes, I’ve gone 3 years straight, it only gets better!”). In an era where younger audiences expect direct interaction with brands, engaging your followers is increasingly non-negotiable. Nearly 32% of Gen Z festival-goers say they want more communication from event organizers, indicating a desire for more direct communication between organizers and attendees – they appreciate transparency, quick responses, and a sense of partnership in the experience. Simply put, engagement breeds trust and loyalty.

Warning: Always keep engagements authentic. Festival audiences, especially passionate music fans, can sense insincerity from a mile away. Don’t force the latest meme or use slang that doesn’t fit your event’s voice in an attempt to seem “relatable.” It’s better to be genuine (even if that means being earnest or a little goofy) than to jump on a trend that doesn’t align with your brand. Also, never ignore or delete criticism unless it’s abusive/trolling – instead, address it professionally. A thoughtful response to a concerned attendee (“Thanks for the feedback on the sound issues, we’re already working on upgrades for next time”) shows that you listen and care, which can turn a negative into a positive impression.

Consistent engagement will give your event a second life online. Attendees start reminiscing about the festival together, sharing photos and inside jokes long after the gates close, and that enthusiasm spills over to anyone watching from the sidelines. By the time you’re ready to announce your next edition, you’ve already got an army of engaged followers eager to grab tickets again. In short, community engagement is the secret sauce that turns one-time attendees into a lasting fan base. (It’s no coincidence that many beloved festivals have fan communities that operate almost like clubs year-round – it’s that sense of belonging that keeps people coming back.)

5. Targeted Advertisements

While organic posts and community content are key, paid digital advertising also has a major role in nurturing your audience and driving ticket sales. The advantage of digital ads (whether on social media, search engines, or display networks) is the ability to target specific audiences with laser precision and follow up with them over time. Instead of broadcasting one message to the masses, you can tailor ads to different segments – ensuring the content stays front and center for the people most likely to attend your event.

One powerful tactic is retargeting. Ever notice how after you visit a festival’s ticket page or website, you start seeing its ads everywhere? That’s retargeting in action. By placing tracking pixels to help keep sales on track (such as the Facebook/Meta Pixel or Google Ads tag) on your site, you can record who’s shown interest – and then have ad platforms show those people your ads again on other sites and apps. For example, if someone clicks on your lineup announcement but doesn’t buy a ticket, a retargeting campaign can display a follow-up ad on their Instagram feed reminding them that tickets are on sale (perhaps sweetened with “Limited Early Bird tickets left!” urgency). This gentle persistence is often the nudge needed to convert an interested fan who got distracted or wasn’t sure about committing.

You can also target lookalike audiences – people who haven’t visited your pages yet, but share characteristics with those who have. Most ad platforms use the data from your Pixel to find users who “look like” your existing audience. If your core audience is, say, 25–34 year-old rock music fans in Los Angeles who attend similar events, the algorithms can serve ads to others in L.A. with similar music tastes and online behaviors. This extends your reach to new potential attendees who are likely to be interested, effectively growing your community.

When crafting targeted ads, use the rich data you have about your audience. Create different ad messages for different segments. For example, show local fans an ad highlighting easy transportation or a hometown hero artist on the lineup, while showing out-of-town fans an ad focusing on the overall experience and maybe a travel package. Use geo-targeting to mention the nearest city (“Seattle’s ultimate summer festival returns!”). If you have attendee data from previous years, consider running ads specifically to past attendees (“We miss you – come reunite with us in 2025!”). These personal touches in ads can make them feel less like generic marketing and more like an invitation tailored to the viewer.

Don’t forget to diversify where your ads appear. Social media ads are effective, but also consider search ads (so that when people Google “[Your Event] tickets” or even just “music festivals in my area,” your event pops up at the top). YouTube pre-roll ads can be great for events – imagine a 15-second clip of crowd screams and epic stage lights playing before someone’s music video, getting them hyped. Even niche avenues like Reddit or genre-specific websites can be valuable if that’s where your audience hangs out. A multi-channel ad approach ensures your event stays visible on all the digital paths your fans might travel.

Of course, effective advertising requires tracking and tweaking. Monitor your ad analytics closely – see which audiences are clicking or buying tickets and which aren’t, then adjust your targeting or creative accordingly. If your “18–21 college student” segment isn’t responding, perhaps the messaging or platform isn’t right – or maybe that demographic prefers TikTok over Facebook. Be ready to shift budget to the best-performing campaigns as you learn what works.

Warning: Frequency fatigue is real – seeing the same ad too many times can annoy users and hurt your brand. When running retargeting, cap the frequency so each person doesn’t see your ad 20 times a day. And refresh your ad creatives periodically. Even the most exciting festival trailer can get old after someone’s watched it five times. By rotating images/videos and tweaking copy (every couple of weeks during a campaign, for example), you keep things fresh. The goal is to stay on someone’s radar without crossing into spammy territory.

When done right, targeted ads work hand-in-hand with your organic content. Fans see the fun posts from your account, occasionally see a well-timed ad reminder in their feed, maybe get an email – each touchpoint reinforces the others. This multi-touch marketing approach is proven to increase conversions. Remember the old marketing adage that it can take “7 impressions” for someone to act? Those impressions often come across different channels: a Facebook post, then an Instagram ad, then a friend’s share, then a Google search ad… eventually the ticket is bought. Strategic ads ensure your event stays front-of-mind for interested fans throughout that decision journey.

6. Establish Community Forums

An often-overlooked way to boost your event’s online presence is by nurturing peer-to-peer communities – in other words, giving your audience a place to talk to each other (not just with you). Community forums or groups provide a “home base” for your fans online. These can take many forms: a Facebook Group, a subreddit, a channel on Discord, a section of your own website’s forum, or even a Telegram/WhatsApp group for your VIP members. The format matters less than the function – which is to let your audience freely discuss the event, share their personal experiences, ask questions, and build excitement together.

Why are forums so powerful? Because they transform attendees into a community. Ahead of the event, fans can swap tips (“Which campsite is better, North or South?”), reminisce about previous years, or speculate on lineup clues. Newcomers can ask questions and get answers from veteran attendees (taking some burden off your customer support). During the event, these forums explode with activity – people coordinate meetups (“let’s do a fan photo at the neon sign at 5pm!”), and those who couldn’t attend live vicariously through attendees’ posts. After the event, the conversation naturally turns to highlights, sharing photos, and already hyping up next year. In essence, the festival lives on 365 days through its fan community.

Establishing a forum might be as simple as creating an official Facebook or Reddit group and promoting it (“Join our Official Community to connect with other fans!”). Depending on your resources, you can be hands-on or light-touch. Many festivals appoint a community manager or moderators (sometimes volunteer super-fans) to keep discussions positive and on-topic. Even without heavy involvement, just providing the space is half the battle – your passionate attendees will often do the rest. People love to talk about the events they’re excited about, and if you funnel that energy into an official channel, it amplifies your online presence organically. Every active thread or enthusiastic group post is basically free promotion to anyone else who stumbles upon it.

Forums can also become knowledge hubs that increase trust in your event. For example, imagine a first-timer finds your official community forum. They see a sticky post with “Festival Tips for Newcomers” written by veteran attendees, plus hundreds of questions answered from previous years. That’s incredibly reassuring – it shows that your event has a committed fan base and that newbies will be welcomed and informed. It can tip someone from “I’m not sure about going” to “Wow, people really love this festival – I want to be part of this family.”

Pro Tip: Encourage your hardcore fans to take leadership in the community. You might reach out to a few enthusiastic attendees and ask if they’d like to moderate or contribute content (maybe they write a guide: “My 10 Essentials for Festival Camping”). Recognize and empower these community champions – maybe give them a special role or badge, or occasional perks like a discount code or early info. When fans drive the community, it feels more authentic than when it’s all coming from the organizer. Your role can then be simply facilitating and chiming in with official updates or fact-checks as needed.

Of course, choose your platform based on where your audience is most comfortable. A younger, tech-savvy crowd might prefer Discord (common for gaming/anime conventions as well as some music festivals), whereas an older or broader audience might engage more on a Facebook Group. Some festivals even maintain multiple community spaces: e.g., an official subreddit and a Facebook Group, to cover different demographics. Just be sure you can monitor each enough to address any major issues (you don’t want misinformation or toxic behavior to go unchecked – that can undermine trust).

When your event’s community forums flourish, it’s a very positive sign of health. Industry professionals often note at conferences like ILMC and Pollstar Live that a vibrant fan community is a hallmark of enduring events. If people care enough to debate lineups, post memes about inside jokes, or help strangers plan for your festival, it means your event has transcended being just a date on the calendar – it’s now a part of their lifestyle. And that is the ultimate goal of audience nurturing.

7. Partnerships

To truly keep your event’s online presence front and center, don’t do it alone – leverage partnerships. The right partners will amplify your reach by promoting the event through their channels, creating content, and lending their credibility to your festival. Think of partners as extensions of your marketing team, each with their own audience and platform to broadcast your message.

One key partnership is your ticketing platform. Choose a ticketing partner that not only handles sales but also actively supports marketing. For instance, when you work with Ticket Fairy, you gain access to promotional channels like their blog, social media, and email lists. They often create content for events they ticket – such as artist interviews or press releases – and share it on their official pages. Posting through an official partner’s social media exposes your event to new eyeballs (the partner’s followers) and adds a layer of legitimacy (“featured on Ticket Fairy” suggests an event of quality). In fact, getting coverage in the form of articles before and after the event is a fantastic way to boost your SEO and preserve the event’s story online. Your own accounts might go quiet after the show, but an article recapping the festival on a partner blog can continue drawing views (and enticing latecomers to mark next year’s date) for months to come.

Don’t limit partnerships to just ticketing. Look at sponsors and local media as promotional partners too. If you have a beer sponsor or an energy drink sponsor, coordinate some co-branded online content – maybe a giveaway contest on the sponsor’s Instagram (their followers have to follow your page and theirs to enter), or short videos of attendees enjoying that product at the event. Many sponsors are eager to activate online; you just need to prompt the collaboration. Similarly, local media or influencers who are on board can publish event previews, artist spotlights, or ticket discount codes for their audiences. Each partner you bring in has their own fan base that could become your fan base.

Community and cultural organizations can be partners as well. Is there a local tourism board, cultural council, or university involved in your event? See if they’ll mention the festival on their websites and newsletters. A city’s official events calendar or a tourism site listing (with a link back to your site) is great for visibility and trust. Partnerships with respected organizations show that your event is recognized and supported by the community, which can sway those on the fence about attending.

Pro Tip: When negotiating any partnership or sponsorship deal, explicitly include digital promotion in the agreement. For example, require that the partner will make X number of social media posts about the event, send out an email to their subscribers, or feature your festival on their homepage. Outline the specifics – which platforms, approximate dates (e.g., one post when lineup drops, one during final ticket push, etc.), and any co-created content plans. By formalizing this, you ensure you’re getting real promotional value, not just a logo on a website. The more exposure your partners can generate online, the more new potential attendees you’ll reach.

Finally, consider content partnerships. This could mean working with a popular music blog or YouTube channel to do an exclusive announcement or having an influencer “take over” your Instagram story for a day. These arrangements can greatly extend your online presence. For example, a well-known DJ vlog might do a behind-the-scenes video at your festival – exposing your event to all their subscribers. Or a prominent playlist curator on Spotify might partner with you to create a festival playlist that thousands listen to. Be creative in finding mutually beneficial collaborations.

In all cases, choose partners whose audience aligns with yours and who have a genuine interest in your event’s success. The authenticity of the partnership comes through in how enthusiastically they promote it. A strong partnership network means that when someone goes online, they encounter your festival in multiple places – on a ticketing blog, on a sponsor’s feed, on an artist’s page (“Can’t wait to play @YourFestival!”), in a local magazine’s site, etc. This synergy keeps your event front and center across the web.

Conclusion

Nurturing your target audience online is one of the most cost-efficient and effective ways to keep your event thriving. By implementing the strategies above – from engaging email touchpoints and social media content to targeted ads and community building – you ensure your festival stays top-of-mind for fans old and new. The result is not just one successful event, but a growing base of supporters who feel connected to your brand and excited for every announcement. In other words, you’re creating memorable, positive experiences that turn first-timers into repeat ticket buyers by creating essential online content.

Most importantly, these efforts build trust and loyalty. When attendees see your commitment to communication, engagement, and community, they’re far more likely to come back (and bring their friends). Many of the world’s top festivals enjoy huge return rates because they’ve cultivated that sense of belonging and dialogue year-round. You now have the tools to do the same. Keep experimenting, listening to feedback, and refining your approach – digital trends evolve, but the core principle remains: treat your audience like partners in the journey, and they’ll reward you with lasting support.

Want to learn how Ticket Fairy makes it simple to nurture your audience online? Request a free demo today with one of our event experts, and discover how Ticket Fairy’s platform can make audience engagement and ticket sales easier and more successful for your next event.

The TFword blog by Ticket Fairy focuses on music, culture, and event coverage – especially for events ticketed by our platform. It helps boost an event’s SEO through feature articles, artist interviews, playlists, and more, shining a spotlight on your festival before and after it happens. Leveraging TFword and other Ticket Fairy promotional tools is just one more way to keep your event’s online presence front and center, every step of the way.