A group of people are standing next to each other looking at their phones with notifications indicating they are on social media.

How To Use Social Media To Make The Most Of Your Exhibition

Attending an exhibition or event can be a major marketing investment, so exhibitors, more than ever, need to create a buzz around their attendance.

From getting creative with your posts to drive footfall to your exhibition stand to using LinkedIn to warm up your potential leads at the event, social media presents an opportunity for anyone attending an exhibition or trade show to get more exposure and, therefore, more return on investment from the event that continues well beyond the day itself.

Leverage the organiser's social media strategy

Most exhibitions or trade shows will do their utmost to generate excitement about the event on social media, so be sure to get involved.

Most exhibitions use event hashtags on platforms like LinkedIn, X, and Instagram. Make sure to use these hashtags when posting about your attendance. It’s also worth looking at attendees who are using the hashtags and connecting with or following them before the event.

When appropriate, you can even send them a direct message to encourage them to visit your stand on the day.

In some cases, event organisers will create template posts that exhibitors can use to promote their attendance at the event. These can serve as great visual cues for your followers to know that you will be attending.

Don’t forget to mention where you will be located and any giveaways or special activities that will be happening at your stand. Where possible as well as mentioning your stand number, give directions such as “next to the cafe” or “right by stage 1” to help visitors to find you easily.

Need some ideas for merch that will get people talking? Check out these ten exhibition stand ideas.

Get key employees involved

People buy from people, right? Add the personal aspect across your social media strategy and introduce your team before the fact. This will create a relationship before the point of contact; your audience will feel more connected to your brand if they feel like they know the team and be more encouraged to come along and see them at the event.

Using employees will considerably increase engagement across LinkedIn too; get them to post to their personal pages. Your reach will span across a larger audience and generate a higher reach when your staff are using their professional presence to drive awareness of your exhibition stand.

This also positions you well for following up with attendees after the event, giving longevity to your exhibition strategy.

Before the event

Building awareness before the exhibition is crucial. It gives your audience the chance to remember where you will be. If they are already interested in your product or service, knowing your location will be key to encouraging them to visit you on the day.

Since people tend to buy from people they feel connected to, posting some behind-the-scenes content on the run-up to the event can make your audience feel more invested in seeing the result - so get your phones out and start showing you setting up your exhibition stand, or travelling to the venue.

Additionally, engaging with your audience through interactive content can significantly boost interest and attendance. Consider creating polls, Q&A sessions, or countdown posts to build anticipation.

Collaborating with influencers or industry leaders to promote your presence can also expand your reach and attract a larger audience. By strategically planning and executing your social media activities before the exhibition itself, you can maximise your impact and ensure a successful exhibition experience.

During the event

During the event is the perfect time to capture as much content as possible, both for real-time updates and post-event use. Content is invaluable for maintaining your business's social media channels. The beauty of social media is its real-time interactivity, allowing you to engage with your audience dynamically. User-generated content (UGC) is particularly valuable at high-footfall exhibitions and can help you build your follower base.

You have two options to leverage this:

Make Your Stand "Instagrammable": Create an appealing and visually engaging stand that encourages attendees to take photos and tag your brand. This drives organic content creation and enhances your visibility.
Run a Mini-Promotion: Offer incentives for attendees to share your brand on their social media. Don’t forget to reshare any content posted about you to maximise your reach and engagement.

Additionally, use your social media to network with other businesses in your industry. Assign a team member to explore the exhibition and engage with other exhibitors on social media. Photograph their stands, mention them in your posts, and express your appreciation for their participation. This not only provides them with valuable exposure but also encourages them to share your brand with their audience, broadening your reach.

Post-event

Don’t miss out on the opportunity to leverage your exhibition presence post-event. Interact with all posts about the exhibition by searching hashtags, visiting the organisers' social media pages, and engaging with other exhibitors. This is your chance to launch yourself into the view of your target audience. If they missed you on the day, ensure they find you post-event.

Hopefully, you used your time wisely during the event itself. If you ran a giveaway, do a countdown to the winner reveal. If you gained good traction with your posts, interact with those who mention you to build your network. Use video snapshots to create reels for video-favouring social media platforms such as TikTok and Instagram. Publicly thank the exhibition organisers using your social media channels and continue to engage with contacts in the weeks following the exhibition.

This will boost social proof and the authenticity of your business. In a world of fake news, the more “real-life” content you have, the more authentic your brand becomes. This will be beneficial when potential consumers search for you online.

Attending exhibitions provides a fantastic opportunity to connect with your target audience and showcase your brand. By developing a strategic approach to social media before, during, and after the event, you can maximise your impact on the day, and build new audiences on your social media for the future.

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