Once you have signed up for Instagram, navigate to the settings in your Instagram account by selecting the 3-line menu option in the top-right corner of your profile page. Then select ‘Settings’.

Navigate down through the ‘Options’ menu until you reach ‘Switch to Business Profile’. Then follow the prompts until you complete this process.

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Once you have done this, you will have the ability to track insights and reaches of your posts, interact with your audience, and create your own business promotions.

While there are options to post sponsored content on Instagram, there are plenty of ways that you can promote events at your venue without spending money.

A good way to do this is to put a link to your event’s webpage or ticketing page into your Instagram Bio:
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• Get the web link for your event: Ideally your venue’s website has a single page for each event so potential patrons can easily find event details and buy tickets (if available) Copy that weblink.
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• Use a URL (web link) shortening service like Bitly so that the link doesn’t take up too much text.
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• Go to Instagram and select ‘Edit Profile’. In Bio section paste your shortened web link with a message, for example “Event Details: [Weblink]”.

Once you have this in place, you can go ahead and create posts.

Here are some of the things you should keep in mind when creating a post:

1. Image/Video Quality:

According to marketing influencer Neil Patel, “avoid an awkward crop or blurred image that loses you professionalism points.” That being said, these two things can also add an artistic edge to your post content - so feel free to utilise these things on a case-by-case basis.

2. Tagging performers in a post:

You can notify performers that you are posting about them by tagging each act on a select bill in an Instagram post. Doing so will  also drive your followers to their profiles to further entice them to attend your event.

As the Instagram app doesn’t have a function yet for you to re-share posts, there are a range of external apps that can help you do this. Some of the more popular ones are “Repost For Instagram”, “InstaRepost” or “DownloadGram” which are available to both Android and iOS users.

3. Use of Hashtags:

Digital marketing company Wishpond reinforces that Instagram-users use hashtags to seek out the content that they want, so neglecting to put them in your post means that you will not appear in these searches. Use a combination of popular hashtags (e.g. #tbt, #sydneylivemusic etc) and unique hashtags that might be applicable to you or the artist/event/genres that will be heard during your event.

Check out the examples below for ideas on what kind of hashtags you could use!

4. Consider using ‘user-generated content’:

This could be highlighting a punter who took a great picture or video of an artist that has played at your venue before. Make sure you ask permission before you do this and credit the content creator and link back to them or use their social handles whenever you can!

5. Create an Instagram competition for followers to win tickets:

Competitions are a great way to gain interaction with your followers. By asking people to do things like follow your profile, like the post, post with a specific hashtag or tag a friend in the comments, you can up your presence and interactions.

Check out this example below from the Hordern Pavillion:

6. Geotags in posts:

Previous statistics have shown that geotagged posts can increase engagement. It also lets your followers know exactly where you are located at any time, rather than them having to search online for your address.