How to Use Facebook Events to Promote your Shows/Tour

If you’re like me, you’re bombarded with Facebook event invitations everyday. Most of them are for events out of town and I end up blocking/ignoring the people or pages that continue to send this spam out. However, every once in a while, I get a great reminder of something: an old friend playing a show in town, a birthday party, a wedding, and so on. It’s not all bad. So let’s talk about how you can use Facebook events properly to promote your gigs. Follow these steps:

  • Have your event details set before you create the event: Make sure that you have everything confirmed first. There’s nothing worse than promoting a show only to have it relocate or change times (people don’t always go back to the event page and sometimes the notifications don’t notify them of the changes). Be sure to have an appealing graphic, that always helps.
  • Log in as your page to create the event: If you log in as your band’s page, the show will automatically populate under your page’s “events” tab. After creating the page, you’ll have to log in as yourself to invite guests. At this time, there’s no way for a page to invite it’s followers to an event, you have to use your personal contacts.
  • Sort the list before you send invites: Don’t blast your invite to everyone on your contact list. Spam is the quickest way to get ignored. Only invite people who you know are in the area, don’t bother inviting your friends in New York to your Los Angeles gig.  Facebook does not offer a very good way to do this but you can always type the city name in the search bar on top of the Facebook page (click on the magnifying glass, don’t press enter), then click on “people” on the left hand side under “search filters.” The downside is that if someone identifies their area with a county instead of a major city or uses a nickname for the city (i.e, Portlandia), they won’t show up unless you search for it specifically.
  • When Possible, follow up with a personal message: Most people don’t like an anonymous invite, especially from someone that they haven’t heard from in a while. It’s best to send a message personally inviting them out and telling them how much it’d mean to you if they would show up and/or pass the word on.
  • Use your email system: If you use a fan-management email system (such as Fanbridge), then target a message to people specifically in the zip code and send them the link to the Facebook page. The more people that are shown as attending, the better. It makes promoters happy and no one wants to go to a dead event, they want to go to something buzzworthy. You might also consider using a Facebook Ads campaign.
  • Use your page to make updates: “Share” the event on your page as well as your profile (have your band mates do the same) and as people RSVP, ask questions, or information gets updated, use your page to comment on the event. As you get closer, leave a comment saying how excited you are (that kind of activity shows up under “notifications” for people connected to the event).
  • As an alternative, create an event page for your tour instead of individual shows: While I’ve used this method in the past, I don’t recommend it. However, if you’re short-pressed for time, create an event for your entire tour and invite everybody to that. List all of your show dates and link to your band’s website so people can get more information, buy tickets, etc.

Whenever you use a tool like Facebook Events, try injecting some creativity and extra thought into the process. If you respect your friends enough to not drop spam on them for every show, they’ll pay more attention to your updates/invitations. Remember, this still has to do with your music’s branding so take the extra time to do it well!


  1. I have had fans from Europe stop in to seem us play in our home town because they saw a Facebook event. I have had fans from Indiana stop and see us when we were playing spring break in Florida. This is a mobile world, i don’t understand those who complain about receiving out-of-town event notices, they must not travel.

    • Simon Tam says:

      Those are exceptions rather than the norm. If you share the event on your page/profile and-better yet-keep in touch with friends/fans on a regular basis, it won’t be any issue in reaching the people whose travel plans do coincide with your own. But if you’re barraged with Facebook Event invites that are not applicable everyday, it tends to lower their effectiveness. That’s why i call it as it as: spam. Some people figure if they blanket email 1,000,000 people and one person responds, it is worth it. To me, it’s just bad practice and it hurts your brand.

  2. Facebook has those “smart lists” that automatically geo-populate people into the city or network that you are in. This wouldn’t work for touring, but you can invite just that smart list to your local show or event. Easy way to exclude people who aren’t in the area.

  1. […] I recently wrote about using Facebook Events to promote something effectively. […]

  2. […] 5. Create a Facebook Event for Each Show: When you do this, please only invite the people who are in the target market for each show. Your friends won’t be happy if you’re inviting them to every show on your tour, especially when they can’t go to most of the shows. If you’re unsure where the fans are, you might consider creating a Facebook “event” for the entire tour and have each show’s information listed. Here’s my guide on How to Use Facebook to Promote Your Shows/Tour. […]

  3. […] to get to know your audience and things that are relevant or of interest to them. This guide on How to Use Facebook Events can help. With email, management software can target recipients by zip code and insert their name […]

  4. […] to get to know your audience and things that are relevant or of interest to them. This guide on How to Use Facebook Events can help. With email, management software can target recipients by zip code and insert their name […]

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