Selling event tickets on Facebook has become an increasingly popular way to promote events and sell tickets directly to attendees. With over 2 billion active monthly users, Facebook provides a huge potential customer base to tap into. While selling tickets on Facebook does require some setup and knowledge, it can be a very effective ticket sales strategy when done right.
Why Sell Tickets on Facebook
There are several key reasons why using Facebook to sell event tickets can be beneficial:
- Huge existing audience – With billions of active users, Facebook provides instant access to an enormous audience. You can reach both existing and new fans.
- Targeted ads – Facebook ads allow you to narrowly target exactly who you want to reach based on location, interests, age, and other demographics.
- Viral potential – Content shared on Facebook has the potential to go viral, spreading your event to new audiences.
- Promote engagement – Fans can easily share and comment on your event posts, increasing engagement.
- Boost credibility – An event page on Facebook lends credibility and legitimacy to your event.
- Data and metrics – Facebook Insights allows you to view data and metrics on your event performance.
In short, leveraging Facebook allows you to connect with more potential customers, drive ticket sales, and promote your event in a cost-effective manner.
Choosing the Right Facebook Ticket Sales Method
There are a few different ways you can go about selling tickets directly on Facebook:
Facebook Events
Creating a Facebook Event page is one of the easiest ways to promote your event and sell tickets. Here are some tips for selling tickets via Facebook Events:
- Provide key event details – Include date, time, location, lineup, ticket prices, imagery, and description.
- List as “Tickets Available” – This tells people tickets are for sale for the event.
- “Buy Tickets” button – Add this button to link to the ticketing platform you are using.
- Pin event post – Pin the main event details post to the top of the page.
- Promote frequently – Post content leading up to the event to boost engagement.
Facebook Live
Going live on Facebook is an engaging way to promote your event and sell tickets. Some tips for selling with Facebook Live include:
- Promote the broadcast ahead of time – Get the word out about your upcoming Facebook Live.
- Offer exclusive perks – Give special discounts or early bird pricing to viewers.
- Have clear call-to-actions – Prompt viewers to “Buy Tickets” during the broadcast.
- Run contests/giveaways – Reward viewers with free tickets or VIP access.
- Limit time offers – Create urgency with sales ending when the broadcast finishes.
Facebook Ads
Running Facebook ads targeted at your ideal audience is a paid approach but can generate strong ticket sales. Best practices for Facebook ads include:
- Detailed targeting – Target your ads by location, interests, age range, and other factors.
- Compelling creative – Use eye-catching images, video, and copy.
- Clear call-to-action – “Get Tickets Now” button should stand out.
- Retargeting – Remind people who’ve already engaged with ads to purchase tickets.
- Track conversions – Ensure your tracking pixels are set up properly in Facebook.
Facebook Shop
For eCommerce merchants, adding your tickets to the Facebook Shop can provide added visibility. You can showcase ticket options similarly to physical products.
Picking the Right Ticketing Platform
To actually process ticket transactions directly on Facebook, you will need to use a dedicated ticketing platform. Here are some of the top options:
Eventbrite
Eventbrite is one of the most popular ticket sales platforms. Key features include:
- Customizable event pages
- Integrated Facebook Pixel for custom audiences
- Seat mapping capabilities
- pQR code check-in
- Reporting and analytics
Ticketmaster
Ticketmaster is a giant in the event ticketing space. Key perks include:
- Industry leading brand recognition and trust
- Fan-to-fan ticket resale market
- Wide array of promotion and distribution options
- Robust analytics and insights
Eventbee
Eventbee offers free ticket sales and event management. Features include:
- Free unlimited events and tickets
- Custom registration forms
- POS ticket scanning
- Discount codes
- Works across social platforms
ticket tailor
Ticket tailor provides low fee ticketing starting at no monthly fees. Key features:
- 1.9% + $0.49 per ticket fees
- Customizable widgets
- Discount codes
- Embedded and hosted checkout
- Worldwide sales
Promoting Your Event Page
Once you have your Facebook event page set up, you will want to promote it to drive ticket sales. Here are some effective tactics:
Facebook Advertising
As mentioned previously, running Facebook ads targeting interested demographics is an excellent way to promote your event and tickets. Geo-targeting, detailed audiences, and compelling creative can get your ads in front of the right people.
Facebook Groups
Join and post in relevant local Facebook Groups related to your event type or location. For example, local music scene groups. Make sure to read group rules before posting.
Influencers
Partner with relevant influencers on Facebook by having them share your event page with their audience. Even micro-influencers with engaged niche audiences can expand your reach.
Facebook Messenger
Leverage Facebook Messenger to send quick reminders and updates to existing customers leading up to the event. Messenger has open rates of 80%, much higher than email.
Facebook Live
As mentioned earlier, hosting live broadcasts leading up to your event is an interactive way to generate interest. Give fans sneak peeks, announcements, contests and exclusive offers.
Cross-Promote Other Pages
Share your event page on your other active business pages on Facebook. Cross-promoting expands the reach to your existing audiences.
Retargeting
Use Facebook pixel to create retargeting ads focused on people who have already engaged with your content in some way. This reminds them to purchase tickets.
Email List
Email subscribers announcing newly available tickets or close to selling out situations. Time limited offers can incentivize purchases.
Paid Ads
In addition to Facebook, consider paid ads on other platforms too like Instagram, Twitter, Google, Snapchat, Spotify, Pandora and more. A multi-channel ad approach can increase exposure.
Optimizing the Ticket Buying Process
To maximize ticket sales, you need to optimize the actual ticket purchasing process and checkout flow. Here are some tips:
- Keep forms short – Don’t ask for unnecessary info upfront.
- Offer package deals – Bundles and upgrades often increase order value.
- Highlight scarcity – Indicate limited ticket counts or selling out fast.
- Upsell add-ons – Provide VIP options or pre-event activities.
- Suggested donations – Nonprofits can include preset donation amounts.
- Guest checkout – Don’t require creating an account to checkout.
- Clear calls-to-action – The path to purchase should be obvious.
- Mobile friendly – Optimize checkout for mobile browsers.
- Secure platform – Ensure site security badges are prominently displayed.
Conclusion
Selling event tickets directly on Facebook leverages the platform’s huge built-in audience and targeting capabilities. By creating an engaging event page, running promotions across Facebook tools, choosing the right ticketing platform, and optimizing the buying experience, you can drive significant ticket sales through Facebook.
Just remember to provide value, build buzz leading up to the event date, and make the ticket purchase seamless for fans. Implementing these event marketing best practices on Facebook will have you selling tickets in no time!