Social media marketing for event planners
Turn your stunning events into a client-attracting machine.
Why social media works for event planners
Event planning is inherently visual. Your work—beautiful weddings, elegant galas, creative celebrations—photographs beautifully. Social media lets you showcase your expertise and attract clients who resonate with your style.
Choose your platforms strategically
Instagram (essential)
The #1 platform for event planners:
- Couples and clients browse for inspiration
- Visual format perfect for event photos
- Reels and Stories drive engagement
- Local hashtags help discovery
Pinterest (highly valuable)
Where couples plan:
- Create boards showcasing your work
- Pin inspiration and your own events
- Long content lifespan (pins circulate for years)
- SEO benefits (Pinterest is a search engine)
Facebook (useful for reach)
Still relevant for certain audiences:
- Wedding/event groups for networking
- Business page for reviews and info
- Event pages for workshops/open houses
- Paid ads with precise targeting
TikTok (emerging)
Growing in wedding/event space:
- Behind-the-scenes and day-of content
- Massive organic reach potential
- Younger demographic
- Requires consistent video creation
LinkedIn (for corporate events)
If you do corporate events:
- Share professional event content
- Connect with decision-makers
- Position yourself as an industry expert
Content pillars for event planners
1. Portfolio showcase
Your best work, beautifully presented:
- Professional photos from real events
- Before/after venue transformations
- Detail shots (tablescapes, floral, decor)
- Full event galleries (carousel posts)
2. Behind the scenes
Show the work that goes into planning:
- Site visits and venue walkthroughs
- Design meetings with clients
- Day-of coordination in action
- Setup and breakdown process
3. Client love
Let happy clients speak for you:
- Testimonial graphics
- Video testimonials
- Client features and love stories
- Re-shares of client posts
4. Educational content
Position yourself as an expert:
- Planning tips and timelines
- Vendor selection advice
- Budget breakdowns
- Common mistakes to avoid
5. Personal brand
Let people know the human behind the business:
- Your story and why you became a planner
- Day-in-the-life content
- Team introductions
- Industry events and conferences
Instagram strategy for event planners
Optimize your profile
- Bio: Clear positioning + location + CTA
- Profile photo: Professional headshot or logo
- Highlights: Portfolio, testimonials, about, process
- Link: Booking page or link-in-bio tool
Feed content strategy
Post 3-5 times per week:
- Mix of event photos, educational, and personal
- Consistent aesthetic (colors, filters, style)
- Carousels for multiple images (higher engagement)
- Reels for reach (algorithm favors video)
Stories strategy
Post daily (or near-daily):
- Behind-the-scenes moments
- Day-of snippets
- Polls and questions (engagement)
- Share vendor partners
- Re-share client posts and mentions
Reels that work
- Event day time-lapses
- Setup transformations
- Venue tours
- Planning tips (talking to camera)
- Trending audio with event clips
Hashtag strategy
Mix hashtag types:
- Broad: #weddingplanner #eventplanner #wedding
- Niche: #destinationwedding #corporateevents #luxurywedding
- Local: #sydneyweddingplanner #melbourneevents
- Branded: Create your own (e.g., #[YourBusiness]Events)
Use 10-20 hashtags per post.
Pinterest strategy for event planners
Set up for success
- Business account (enables analytics)
- Claimed website (drives traffic)
- Keyword-rich board titles and descriptions
Boards to create
- Your real weddings/events (organized by style or venue)
- Inspiration by color palette
- Vendor features
- Planning tips
Pinning strategy
- Pin consistently (aim for 5-15 pins/day, use scheduling)
- Mix your content with repins
- Optimize descriptions with keywords
- Link pins to your website or blog
Create fresh content
Pinterest favors fresh pins:
- Design graphics with Canva
- Create blog posts and pin them
- Pin each photo individually with unique descriptions
Engaging authentically
Respond to everything
- Reply to comments on your posts
- Answer DMs promptly
- Engage with potential clients' content
- Comment on vendor and venue posts
Build relationships
- Follow and engage with local vendors
- Join wedding planning groups
- Share others' content generously
- Celebrate client milestones
Collaborate
- Styled shoots with vendors
- Instagram Lives with venue partners
- Takeovers with photographers
- Joint giveaways
Converting followers to clients
Clear calls to action
Every post should guide action:
- "Link in bio to book a consultation"
- "DM us to learn more about our packages"
- "Tag a friend planning a wedding!"
Lead generation
- Link-in-bio tool with multiple options
- Booking link for consultations
- Free resource downloads (timeline, checklist)
- Email newsletter signup
Instagram-exclusive offers
Reward your audience:
- First access to open dates
- Follower-only promotions
- Early-bird pricing announcements
Measuring success
Key metrics to track
- Follower growth: Net new followers/month
- Engagement rate: (Likes + comments) / followers
- Website clicks: From link in bio
- DMs/inquiries: Leads from Instagram
- Bookings source: Ask clients how they found you
Use insights
Instagram and Pinterest both provide analytics:
- Best performing content
- Audience demographics
- Optimal posting times
Pro tips for event planner social media
- Quality over quantity: One stunning post beats 5 mediocre ones
- Batch create content: Shoot and design in blocks
- Repurpose: Blog post → carousel → pins → newsletter
- Get permission: Always ask before posting client photos
- Tag vendors: Builds relationships and expands reach
- Stay consistent: Regular posting beats sporadic bursts
- Show your face: People connect with people, not just pretty events
- Patience: Social media is a long game—results compound over time