What happens before your event matters just as much as the event itself! When attendees feel connected and energized in the days and weeks leading up to your event, they’re far more likely to show up, talk about it online, and invite friends along. That early buzz is powerful, and it’s something you can grow. In this guide, we’ll explore practical pre-event engagement ideas that build anticipation, create a sense of community, and help you sell more tickets. And with TicketLeap’s full suite of ticketing tools, you’ll have everything you need to keep your audience in the loop and excited for what’s ahead.

Why pre-event engagement matters

Pre-event engagement involves the interactions you build with your audience before your event begins. It’s the early momentum that makes people feel like they’re already part of the experience. When this event planning is done well, it leads to stronger attendance, more word-of-mouth buzz, and earlier ticket sales.

Some examples include festivals teasing new performers weeks in advance, haunted attractions sharing behind-the-scenes photos of their set, or nonprofits spotlighting powerful impact stories leading up to a fundraiser. These small touches give people a reason to stay connected!

Tip #1: Build a buzz on social media

Social media is one of the easiest and best places to reach people and build excitement. Even simple interactions on these platforms (like Instagram and Facebook) can go a long way in boosting your event engagement strategy. Try asking your audience for input with interactive polls, like letting them vote on your opening song or choose between two photo booth backdrop ideas. You can also share quick teaser videos, rehearsal clips, or sneak peeks of your event decorations to give followers something to look forward to. Following trends can help too, but only if they align with your event’s brand. Choose challenges, trending audio, and video templates that excite you and feel true to your event. Then, add your own twist to it so you stand out from the crowd. 

Encourage attendees to join in the conversation by sharing what they’re most excited about and tagging you in their post. This is especially effective on platforms like Threads and X. And don’t forget to tag your vendors, performers, and sponsors in your posts! This naturally expands your reach and helps get your event in front of new audiences. Make sure your TicketLeap event page is easy to find by adding it to your bio or linking it in your posts so people can purchase tickets while your event is top of mind.

Tip #2: Get creative with contests and giveaways

Contests are fun, low-cost ways to excite your community and drive organic reach. You can run giveaways on social media by asking followers to tag a friend they’d like to bring with them, or host trivia questions related to your event’s theme. Early-bird raffles also work well. Simply enter everyone who buys a ticket before a certain date for a chance to win upgraded seats, free merch, or other prizes.

Consistency is key here. Remind your audience about the contest, celebrate participants, and make it easy for people to join in. And when it’s time to reward the winners, TicketLeap’s discount code feature lets you offer special ticket perks with just a few clicks.

Tip #3: Spotlight your event as genuinely as possible

When promoting your upcoming event, make sure to share authentic content that helps attendees understand the passion and fun behind what you’re creating. People want to feel connected to the story of your event. Let them hear from past attendees who loved the experience, or if you have highlight reels from previous years, now’s the time to showcase them!

Tip #4: Spark excitement through email updates

Email is one of the most direct and personal ways to reach your audience. It’s also the best channel to create a sense of momentum. You can send a “Save the Date” event invitation, followed by updates as new details come together. Then, as the weeks go on, share behind-the-scenes moments, spotlight your talent or vendors, or tease new developments. Among these pre-event email examples, you should also send a “Know Before You Go” message that includes parking tips, arrival details, and what guests should bring. These emails help give your attendees confidence and answer any common questions they might have. 

As for the email itself, clear and succinct subject lines paired with visuals or emojis often lead to higher open rates. Your design should include your brand colors, images, and a single call-to-action button. With TicketLeap’s built-in email tools, you can easily message registered attendees, share updates to keep them engaged, or re-engage past buyers who might want to join you again.

Tip #5: Encourage referrals and group attendance

A powerful snowball effect happens when attendees bring friends, leading to those people bringing even more friends. Offering simple incentives can motivate people to spread the word without cutting into your event budget too much. Think group discounts that reward people for coming together, or referral codes that give attendees a small perk when someone uses their link to buy a ticket. These little pricing incentives can translate to notable increases in your event’s attendance.

Additionally, once someone purchases a ticket, encourage them to share about your event online. This is important because, when people see their friends going to an event, they’re more likely to jump in too!

Tip #6: Maintain momentum with countdowns and reminders

Pre-event engagement matters right up to the finish line. As your event gets closer, post reminders on social media, launch fun polls, and include countdown timers in your emails to keep up the momentum. You could share a sneak peek at your merch, a quick behind-the-scenes moment from soundcheck, or a preview of the night’s food. These mini teasers remind people why they’re excited to come.

Your reminder emails will help you here too. Luckily, TicketLeap automatically sends a 24-hour reminder email to attendees, making it easy to keep everyone informed without lifting a finger. You can also send your own last-minute tips or updates to help your audience feel more prepared and excited.

Craft your pre-event engagement strategy

The best event engagement ideas are the perfect mix of creativity, consistency, and the right tools to bring everything together. Try different approaches to these event engagement tips, pay attention to what your audience responds to, and lean into what makes your event unique. With TicketLeap’s shareable event pages, built-in email campaigns, and easy-to-use discount codes, you can launch a strong event engagement strategy that starts working long before doors open!