previous icon Back to blog
Nov 30, 2023
5 minutes read

Instagram Messaging: your ticket to winning fans and boosting ticket sales

In today's fast-paced world, the need to capture fans' attention and build loyalty remains a key challenge for independent event organisers. Developing campaigns to boost ticket sales and cut through the noise in this increasingly crowded industry can feel challenging.

Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager

But for brands and organisers who are already connecting on social media channels like Facebook and Instagram, there is a new way to engage potential attendees. Read on to discover how Instagram Marketing Messages can modernise your event marketing strategy and help you connect with more attendees.

Attract and engage with Conversational Marketing

Introducing conversational marketing: a modern approach to boost ticket sales, enhance the fan experience and increase social media engagement. Your event can build a stronger connection by offering personalised, fan interactions via channels like Facebook and Instagram. These kinds of conversational marketing tools generate valuable data insights so that you can tailor your marketing strategies based on attendees' preferences and behaviour.

Supercharge your social media presence

Let's face it, although email marketing is still very effective, it has been less effective in recent years and organic reach on social media is also declining. But social media remains a powerful platform to engage with your target audience, particularly through Instagram Messaging. The average open rate for email is just 21%, but Instagram Messaging offers a compelling 88% open rate and a 56% click-through rate.

But there’s another recent development from Meta to complement your email communication, Instagram has levelled up with Marketing Messages. Event organisers can now send regular updates, promotions and campaigns to opted-in fans, right at the point when it will create the most impact. This feature meets your fans where they are, boosting conversion rates through personal, one-on-one conversations on their favourite channel— via the mobile device in their pocket. These messages can be timed at key activation points in your campaigns pre-event, during and post-event promoting deals and upset opportunities and also driving re-engagement.

Extend your reach on Instagram beyond organic posts, which are only viewed by 10% of your followers.

Maximise upsell opportunities, minimise sales pitches

Today’s fans don’t respond to aggressive sales tactics and pushy messaging campaigns. Conversational marketing offers a unique opportunity to upsell without the sales pitch, subtly promoting additional products or services whilst having a conversation and delivering value and content to fans. By building authentic relationships and delivering relevant messages, you can create meaningful touchpoints that accelerate ticket sales, deepen engagement and create loyal advocates.

Reduce marketing costs

For all types of businesses, marketing has switched from a quantity to a quality marketing approach. By using channels like Google Display or banner advertising on third-party platforms you are wasting marketing budget on audiences that might have little interest in your event or venue. But by investing in messaging channels like Instagram and Facebook you can build connections with your community at the moment they’re available.

Get personal

Fans want to feel seen, not just as another face in the crowd or email on a subscriber list. So why not utilise the insights from your customer's data to create personalised messages and offers that align with their passions and interests.

With Instagram Marketing Messages, you can instantly connect with your fans on a deeper personal level. Valuable customer data can be stored securely and compliantly in our Customer Data Platform. The CDP then consolidates all the data and creates unified customer profiles, so you can automate your marketing processes, including sending automatic pre-set messages through Instagram Messaging.

This data gives you valuable insights into purchase history, patterns, and preferences so you can send fans unique codes, exclusive promotions, or even surprise discounts to show you value, understand them and reward them for their loyalty.

Ditch the generic ads and bland messaging, instead connect with your fans to build loyalty and engagement.

Peak and deploy at the right moments

In the event Industry, timing is everything so deploying fan communications at the right moment is key. You can boost ticket sales and enhance attendee engagement by strategically peaking through the appropriate channels, communicating at the optimal time and keeping fans connected throughout the year;

Exclusive content

Share content that builds anticipation and keeps fans excited. Showcase behind-the-scenes footage, artist interviews, or sneak peeks to generate interest and create a sense of exclusivity.

Pre-registration alert

Give visitors a nudge about the opportunity to pre-register for the event. This helps create demand and allows them to secure their spot before ticket sales officially begin, fostering a sense of exclusivity and making them feel special.

Ticket sales

Build suspense and create a buzz by announcing the start of ticket sales. Make it an event in itself, emphasising limited availability or early bird discounts to drive immediate action and ticket purchases. By integrating in-chat purchases, you simplify ticketing and offer a uniquely seamless transaction within the same conversation.

Line-up reveals

Generate excitement by gradually unveiling the event's line-up. Share artist announcements one by one, building anticipation and enticing potential attendees.

Upsell opportunities

Offer additional upsell opportunities, such as merchandise or VIP experiences, to enhance the event experience and increase revenue. Promote these exclusive offers to interested fans to maximise their engagement and create added value.

Exclusive event app

Provide fans with a link to your exclusive event app. The app can offer features like personalised schedules, interactive maps, and exclusive content, enhancing the overall event experience and keeping attendees engaged and informed.

Make sure your events are in demand

It’s time to elevate your fan experience with Instagram Marketing Messages. Build stronger relationships and personal connections with ease, using a platform your fans already know and love.

Drive conversions and re-engage interested fans by sending them exclusive updates, discounts, and exclusive targeted offers. Don’t miss out on Instagram Marketing Messages for your next event or campaign.

Was this article interesting?
Share it!
Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager
logo linkedin icon

Is the Marketing Manager for the UK and Ireland at and mainly writes about the music and sports industry with a focus on attendee experience.

Related articles

Unified Messaging With RCS on iOS
May 27, 2024 • Instant Messaging

Unified messaging with RCS on Apple's iOS

RCS (Rich Communication Services) is a rising star among conversational channels. It combines the reliability of SMS with the added benefits of rich media and interactive features from modern messaging apps. Yet, its only hiccup was that RCS didn't have the same reach without support from Apple's iOS. Well, until now, Apple has now confirmed it will support RCS in iOS 18.

May 13, 2024 •

Happy clients, happy agents: the platform effect in customer service

As a member of the customer service team, you stand on the frontline of customer interaction every day. In a world where customers demand quick and personalised service, long wait times, impersonal responses, or worse, incorrect answers, can quickly drive a customer away. Your goal, however, is to connect customers with your organisation and deliver the best answers and service possible.

May 06, 2024 • SMS

SMS templates to streamline customer service

Using SMS for customer service enables service agents to connect with your customers and using templates not only saves time but also lets agents create personalised, on-brand communications with just a few clicks. In this blog, we’ll share SMS customer service templates you can use to give your customers the information they need — fast.

Apr 26, 2024 • Live

How Jagermeister found their flow to throw immersive house parties for students

The rewards of running immersive events – those that are highly conceptual and bring the attendee behind the curtain – can be exciting. Attendees want to be a part of them, journalists want to write about them, and events teams can’t wait to get creative. But immersive events need to deliver an experience! And not just at the event itself. Because experience-hungry consumers demand that the immersion begins well before the day – with every touchpoint fuelling their anticipation and excitement for what’s to come. One misstep – a rogue SMS or confusing customer journey – and the whole thing falls down. One organiser that has successfully run the high-wire of immersive events is Raptor, a marketing agency who were tasked by Jagermeister to put on a series of multi-city parties for students. Here, we unpick the nuts and bolts of their strategy – and the smart automations that made it all flow seamlessly.

SMS Customer Service
Mar 25, 2024 • SMS

How to effectively use SMS for late payments

Organisations face a significant challenge in effectively managing overdue payments and cash flow in a positive light with customers. To collect payments while keeping relationships intact and increasing engagement, SMS has emerged as a powerful, efficient and convenient tool for both businesses and customers. In this blog, we’ll explore how to effectively use SMS for late payments, highlighting its benefits and best practices.

Mar 18, 2024 • Live

Introducing Box Office: the solution for on-the-door sales

We're excited to release our latest development for on-the-door ticket staff; a solution that enables sales before and during your event or club night. Powered by the Ticketing platform and enabled on a variety of hardware and operating systems, we help your staff connect online sales to offline sales, seamlessly. In this blog, we look at some of the key features of Box Office.

Mar 11, 2024 • SMS

How to create a successful eCommerce strategy with SMS

Every successful eCommerce strategy should aim to optimise customer communication across the entire buying journey. Why? The customer buying journey isn't limited to the point of sale alone. It encompasses everything leading up to purchase and everything afterwards. So, businesses need to engage and assist customers during the pre-sale, purchase and post-purchase stages - via a channel available to all - to create a successful eCommerce strategy.

Mar 04, 2024 • SMS

How popular is SMS in 2024? And how can it add value to your business?

While SMS is one of the oldest messaging services, the rise of instant messaging channels made a dent in its traffic. Why? Compared to the newer channels with rich features, SMS is relatively basic in its features, with plain text messages and a character limit of 160. Yet in customer communication, basic is often effective. So much so, that SMS is still one of the most impactful communication channels today. But how can it add value to your business? In this blog, we explore the popularity and key use cases of this ever-lasting channel.

Feb 19, 2024 • Live

Driving ticket sales via SMS Campaigns: how one London club embraced the change

Egg LDN has been a popular name on the London nightclub scene for over a decade. But with a client base that engaged predominantly via their mobile device, they needed more than just an email platform to drive ticket sales. Read how we helped the team get started with SMS.

Is this region a better fit for you?
close icon