Social media has revolutionised the way people communicate and now provides a greater societal purpose. Not only does it connect those around the world but it has become a large source of real-time news dissemination. Being an integral part of many user’s lives, social media allows brands to insert themselves into the mind of the consumer more easily. These platforms serve as a powerful tool for companies to connect with customers, and inform or influence their opinions.
You can use this virtual grapevine to promote your trade show attendance and drum up traffic to your stand. Our recent survey revealed that 75.5% of respondents use social media for pre-event promotion. Here are ways to utilise the different social media platforms for your upcoming trade show:
The most popular choice for pre and post trade show promotion. Facebook is great for spreading the word as it not only informs your own contacts, but their contacts too. Beyond personal connections, the platform is commonly used for organising events and participating in interest-based groups. This is a great way to promote your attendance and get your name out there. You can also ask visitors of your stand to ‘like’ your page to automatically send them updates.
With over 1.4 billion users and popular amongst younger generations, Instagram is key for reaching a younger audience. Features such as Stories, Lives and Reels allow for visually stimulating and real-time information to be shared. Posting stories is great for catching the eye of followers as they are prominently posted at the top of the home page. For reaching new potential customers, Reels are a strong choice as Instagram’s algorithms can promote your content to users with similar interests. They will also allow you to highlight a unique or customised element of your exhibition stand.
X (Formerly Twitter)
X is the go-to for short-form real-time communication and updates. During a trade show try tweeting your booth location, exclusive discounts, or showcase promotional free gifts. This gives trade show goers a good reason to visit your stand. Trending topics and hashtags provide more brand visibility to non-followers. Try adding the hashtag of your next upcoming event to your latest post. Additionally, X is known for its meme culture and humorous content. Highlighting your brands humorous side may also encourage people to seek out your booth.
YouTube
The second most popular social network, YouTube is perfect for post-trade show promotion. A longer format platform enables brands to sum-up their event experience through compilation style videos. Filming your customers (with consent) interacting with your booth and having fun is a great way to promote positive brand-associations and encourage more visitors the next year. You can also showcase particular products at the trade show within this format too.
A great way to make and maintain business contacts is through LinkedIn. This social networking site is exclusively for professionals and is often used by trade shows and expo halls to post about upcoming events and exhibitors. Companies can invite their network, share event details, and generate buzz around their events. LinkedIn keeps you in contact with those who visited your stand, and can be an introductory link to mutual contacts. Sharing industry insights, such as emerging trends and customer preferences, pre or post trade show can also help to position your brand as a industry-leader.
Overall, social media offers a versatile set of tools that can significantly enhance your trade show presence. By leveraging the unique strengths of platforms like Facebook, Instagram, X, YouTube, and LinkedIn, you can effectively engage with your audience, drive traffic to your booth, and create lasting impressions. As social media platforms continue to evolve, it is important to stay tuned to the trends and changing features to keep your brand visible and relevant in an digital world.
