CHICAGO — Social media has become an integral part of event marketing, with a 2024 study by Swoogo revealing that 59% of event marketers use social media as their primary promotion channel and 44% of event attendees are likely to attend events based on social media promotions.
A typical way to group and create social media content is to view it through the lens of pre-show, onsite and post-show content. Trade Show Executive examined the social media accounts of shows to find out what content is hot in 2025 — and what is garnering strong engagement from its audiences regardless of the time of year.
Before the Show
Social media strategy before the show takes place is typically focused on driving awareness, interest and registrations to the event, while helping to build anticipation for the programming.
Video Teasers
If your show includes keynotes or other conference programming, consider using fun graphics or short videos to tease sessions. You can also transform your speakers into marketing channels by encouraging them to film and post their own videos talking about their participation.
Know Before You Go and Pointers
Turn the traditional know-before-you-go-email into a visual experience using video testimonials or carousels to share out important information.
Countdown to Show Time
Creating a daily countdown post when nearing your event date or other important deadlines is a fun way to build excitement and a sense of urgency for an event. Check out the example from HLTH USA below!
Onsite Engagement Generators
Onsite social media content should aim to deliver real-time insights and engagement, while building community and capturing moments at the show.
Reels
Video content is a powerful tool, especially on social media where short-form video content is all the rage. Help to showcase the daily energy and visuals of the event through video reels.
Live Polls, Q&As and Other Interactive Content
Utilize the live polls, Q&As and other interactive features on social media platforms to create engaging moments for your event attendees. These tools can be used during sessions for engagement or across the event’s main pages to gather feedback and encourage interaction with the brand.
Showcase Your Audience
Monitor your show’s hashtags to check out what attendees and exhibitors are posting while on the show floor. Repost content and interact with participants online to increase engagement and reach. For example, check out what DTECH® reposted during its DTECH Midwest event.
Post-Show Content
Post-show social media content is all about extending the value of the event by building loyalty and long-term relationships with participants.
Recap Videos
Summarize your event’s best moments with recap videos and reels to share across all your social media platforms. Don’t forget to acknowledge and thank your sponsors in these fun wrap-ups. Check out how CNTV, a live video production company, helps to bring events to life across all digital channels with engaging wrap videos.
Photo Albums
Create photo albums or taggable galleries for event-goers to find themselves and share out with their networks.
Share Insights from Sessions
We all know attendees’ schedules at shows can be jam-packed. Social media can be a great way to share big announcements and takeaways from sessions at live events — that way people can engage with content regardless of if they made it to the session in-person.
To get more articles like this, sign up for TSE’s free Young Professionals Newsletter.
