For a lot of local events in the UK, Facebook is still where people find out what's on. Pub nights, gigs, quizzes, markets and community events all get shared there, and a well-run Facebook event can sell a lot of tickets without spending a penny on ads. Here's how to do it properly.
Create a proper Facebook event
A post saying "gig on Saturday!" gets seen once and then disappears. A Facebook event is different: people can mark themselves as interested or going, it shows up for their friends, and Facebook will remind them as the date gets closer. Create the event from your page rather than your personal profile, so it looks official and you can add co-hosts.
- Name: say what it is and where. "Quiz Night at The Crown, Bedford" is better than "Big Quiz Energy".
- Cover image: use a clear image that reads well when it's small, and check how it crops on a phone.
- Date and time: include the end time, and mention door times in the description if they're different.
- Location: tag the actual venue so it shows on the map.
- Ticket link: add your ticket URL in the tickets field and near the top of the description.
Write the description for skimmers
Most people will read the first couple of lines and nothing else. Put the most important things first: what it is, when, how much, and where to buy. Then add the details for people who want them, in short paragraphs or bullet points: line-up, what's included, age limits, accessibility, dress code. Finish with the ticket link again.
Add co-hosts
Co-hosts are one of the most useful and most overlooked features. If you add the venue, the performers or a partner organisation as co-hosts, the event can appear on their pages too, reaching their followers as well as yours. Ask before you add them, and make sure they're happy to share it.
Post in the event, not just about it
People who click "interested" can see updates posted inside the event. Use that. Plan a handful of posts in the weeks before:
- The first act or headline announcement.
- A photo or short clip from a previous night.
- A reminder that early-bird tickets are ending (only if they really are).
- Practical info closer to the date: times, parking, what to bring.
- A final "see you tonight" post on the day.
Every post is a nudge to the people who were on the fence. Keep each one short and always include the ticket link.
Use photos and short videos
Posts with a good photo or a short video usually do better than plain text. A quick clip of the room filling up, a performer saying hello, or the bar setting up gives people a feel for the night. Film vertically if you want to reuse it as a reel or story. You don't need fancy kit; a steady phone and decent light are enough.
Share to local groups (politely)
Most towns and cities have Facebook groups for what's on, local news, community noticeboards or specific scenes like comedy, live music or parents. These can be very effective, but every group has its own rules:
- Read the group rules first. Some only allow event posts on certain days.
- Share the event itself rather than pasting a wall of text.
- Write a short, friendly line about it, not a hard sell.
- Don't post the same thing every day. Once, plus a reminder near the date, is usually plenty.
Get the people involved to share
Your performers, the venue, staff, suppliers and friends all have their own audiences. Make it easy for them: send them the event link, the image and a one-line caption they can copy. The easier you make it, the more likely they are to actually do it.
Consider a small, targeted ad
You can promote an event without ads, but a small, well-targeted boost can help reach people nearby who don't follow you yet. If you try it:
- Target by location around the venue, and by interests that match your event.
- Send people straight to your ticket page, not just to the Facebook event.
- Start small and check whether it's leading to ticket sales before spending more.
Work out your budget with your costs in mind. Our guide to pricing event tickets covers how to build promotion into your numbers.
Turn "interested" into tickets
Lots of people click "interested" without ever planning to come. The aim is to turn them into buyers. A few things help:
- A clear deadline, like an early-bird price that ends on a set date.
- Showing that tickets are moving, only when it's true.
- A simple checkout. With TickTap, buyers don't need an account or a password, and they get their ticket straight away.
Use one ticket link
Use the same ticket link on Facebook, Instagram, posters and group chats. If you sell through TickTap, it's free to list and you keep 100% of the ticket price; buyers pay a small booking fee shown before they pay. See our guide on selling tickets online for the full set-up.
After the event
Post a thank-you in the event with a few photos, and tag the performers and venue (with their permission). Ask people to leave a review and to follow your page so they hear about the next one. Then create the next event while everyone's still buzzing.
Facebook checklist
- Event created from your page, with venue tagged
- Clear cover image that works on a phone
- Ticket link in the tickets field and the description
- Co-hosts added (with permission)
- Four or five posts planned inside the event
- Shared to local groups, following their rules
- Performers and venue sent the link and image
Frequently asked questions
Should I create a Facebook event or just a post?
Create an event. People can mark themselves as interested or going, it can show up for their friends, and you can post updates inside it. A single post is easily missed.
What are Facebook event co-hosts?
Co-hosts are other pages, such as the venue or performers, added to your event. The event can then appear on their pages too, reaching their followers. Always ask before adding someone.
Can I share my event in local Facebook groups?
Usually, yes, but read each group's rules first. Some only allow event posts on certain days. Share the event itself with a short friendly line, and don't post too often.
Do I need to pay for Facebook ads?
No. Many events sell well through their own page, co-hosts and local groups. A small, location-targeted ad can help reach new people; start small and check it's leading to sales.
