Ads as Short-Form Content

As an event marketer, if you are using paid ads on social media, try to think of your ads as short-form content. 

The key is to create an ad that is relevant to your brand’s content and audience. Your ads should be informative and/or entertain your audience.

If you are using paid ads to market your events, it's important to remember that these ads are still part of the user experience. As such, they should be designed with the same attention to detail as any other content you produce.

Have a clear call to action. Make it easy for people to engage with your event and show them how they can do so. For example, if you're selling tickets to an event, include a link to purchase tickets right in the ad and make sure it's prominent so people don't miss it.

Use images that communicate the message of your ad quickly and clearly. If you're selling tickets, use an image of people having fun at the event rather than one that features just the venue itself or an artist headshot (unless they're performing at your event). If the image is too busy or cluttered, people won't know what your ad is about when they see it in their feeds or timelines without clicking on it first.

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