For most events, the biggest source of ticket sales isn't advertising. It's someone seeing a post from an account they follow, or a message in a group chat from a friend. Instagram and WhatsApp are where that happens, and you can use both well without a big budget.
Before you post anything
Get your event page ready first. Every post, story and message should send people to one link where they can see the details and get a ticket. If you announce before the page is live, you'll spend the next week answering "how do I buy?" in your DMs, and some of those people won't come back.
Make sure the page answers the basics: what, when, where, how much and what's included.
Put the link in your bio. Instagram doesn't let you add links to regular posts, so your bio is where people will look. Mention it in every caption.
Use stories with a link sticker. Stories are where most people see what's happening this week, and a link sticker lets them go straight to your event page.
Show, don't just announce. A flyer tells people an event exists. Photos and short videos from your last event, the venue, the performers or the food tell them why they should come. If this is your first event, show the preparations.
Work with your line-up and partners. Ask performers, speakers, the venue and vendors to share the event with their followers. A collaboration post shows on both accounts and reaches both audiences.
Post more than once. One announcement isn't enough. Plan a few posts across the weeks before the event: the announcement, the line-up, early-bird ending, behind the scenes, and a final call.
Use your status. Your WhatsApp status is seen by people who already have your number, which usually means people who know you. Post the flyer, then updates as the event gets closer.
Write messages people can forward. The best WhatsApp promotion happens when your friends share your event in their groups. Write a short message with the essentials and the link, so it's easy to forward without them having to explain anything.
Don't spam groups. Posting the same flyer in every group you're in annoys people and can get you removed. Share in groups where the event is relevant, and ask group admins first when it's not your group.
Use broadcast lists for past guests. People who came to your last event are the most likely to come to the next one. Tell them first, and consider giving them early access or an early-bird price.
A simple timeline
Four to six weeks before: announce the event, open early-bird tickets and share the link everywhere.
Two to three weeks before: reveal the line-up or programme, share content from partners and remind people that early bird is ending.
The final week: post daily on stories, share how many tickets are left if they're selling, and answer questions publicly so others see the answers.
The day before and the day of: a last reminder with the time and address, and a note that tickets are still available, if they are.
Track what works
Ask a few guests at the door how they heard about the event, or create a discount code for each partner or channel. Codes show you exactly which partner or post brought in sales, so you know where to spend your effort next time.
