There may be dozens of social media platforms out there. But they all fade away when a NYC event planner discovers Instagram. With its emphasis on dazzling visuals, Instagram is the perfect medium to showcase your event planning portfolio. And with a variety of content and creative features, Instagram won’t bore you like other social media platforms (looking at you, TikTok). In this article, we share 12 ways event planners can use a smart Instagram strategy to gain more event clients.
Before You Begin Marketing Your Event Planning Services on Instagram
The devil is in the details, as they say, and it’s best to hash out your Instagram marketing strategy before you begin posting. These steps will set the foundation for social media marketing success on Instagram.
1. Start With Detailed Goals for Your Instagram Strategy
You already know that you want to use Instagram to gain more event clients. Your detailed goals will create a road map to get you there. Start by creating realistic goals for your follower count, engagement rate, and brand awareness.
Like your other goals, your Instagram goals should be SMART, as in specific, measurable, achievable, relevant, and time-bound. Most importantly, create a system for measuring your goals’ progress and success.
Here are some ways to know which leads are coming from Instagram.
- Use the Bitly link generator to create a shortened URL you can post on your Instagram bio. You can then track how many visitors to your website arrive via the Bitly link.
- Offer a promo specifically for your Instagram followers.
- Simply ask new clients how they found you.
2. Have a Basic Understanding of Instagram’s Algorithm
Instagram’s algorithm determines whether your content will appear in your followers’ feed or in the explore tab for non-followers. The algorithm changes all the time, but you can count on a few things. The following factors increase the reach of your content.
- Higher engagement rates thinking in terms of likes, comments, and shares
- Posting content consistently and frequently
- Using the full variety of Instagram features, such as Reels, Live videos, etc.
3. Create a List of Instagram Hashtags for NYC Event Planners
Create a list of branded and relevant hashtags, and use a mix of these with each post. Be sure to include hashtags people may use to search for accounts similar to yours, such as #eventplanning or #eventplanner. Also, don’t forget about hashtags specific to your location, such as #nycevents.
4. Optimize Your Event Planning Profile as Park of Your Instagram Strategy
When people find your Instagram account, it’s important that they can tell you’re a real event planner behind a real event planning business. Make sure your event planning website and other relevant information are visible on your profile.
Make the Most of Instagram’s Many Content Types
With a variety of content types and endless opportunities for creativity, it’s nearly impossible to get bored while marketing your event planning business on Instagram. Here, we have a rundown of the different types of Instagram content and ideas for how you can use it to market your event planning business.
5. Keep Your Audience Entertained With Standard Photo Posts
The photo post is where it all began on Instagram. And even now, sharing a single, amazing photo on Instagram is a top-notch way to stay top-of-mind with your audience.
Share swoon-worthy photos of your events. Chances are that many of your NYC events are documented by professional photographers. Use these photos to bring attention to your event planning prowess on Instagram. Just be sure to work out your marketing intentions with your photographer when you create your contract.
Mix it up with memes, candid shots, and user-generated content. Stunning event photos may be the stars of your Instagram feed. But they’ll shine even brighter with a supporting cast of clever memes, candid shots, and user-generated content. Use an app like Canva to create memes, use your smartphone to take candid photos of your events (an upgraded phone is a worthy investment), and encourage attendees to share their photos with branded hashtags (more on hashtags below).
6. Drive More Engagement With Carousel Posts
Carousel posts are a modest twist on the old-timey Instagram photo post. Carousel posts contain more than one image for users to scroll through, and as such, they tend to drive more engagement than single photos.
Instagram’s algorithm also favors carousel posts over single photo posts, according to the guy in charge of Instagram, Adam Mosseri. If a user sees your carousel but doesn’t swipe, then Instagram will show the carousel to the user a second time.
Keep your audience swiping through your carousel posts with these tips.
- Feature-related photos. These can be several jaw-dropping photos of the same wedding or a compilation of bridal photos to inspire brides-to-be.
- Consider creating carousels of text by creating text images that, together, create a short article of sorts. Using this technique, you can create a carousel of your top dinner-party planning tips or modern-day wedding etiquette pointers.
- Guide your audience to the next swipe with a CTA. Tell users to “Swipe to see more photos,” or add right-facing arrows to the images.
- Recycle your carousels into Reels. We’ll talk more about Reels below. Make a mental note, too, that you can add music to your carousels and turn them into Reels.
7. Treat Your Audience to Instagram Videos
Treat your followers to videos on Instagram that are up to 60 minutes in length. Most of the videos you share on Instagram won’t be that long. However, the generous video length available on Instagram means you can share more of your events’ most memorable experiences. Use that extended length to share a full song from your entertainment or to create a time-lapse video of your crew setting up and preparing for your event.
8. Make Them All Stand Out With Captions Worthy of a Wordsmith
Your audience may come to Instagram for the visuals, but your captions seal the deal. So, whatever form your content takes, make sure you include a gripping caption. Captions add context to your visual content, humanize your brand, and tell your audience what to do next. Follow these tips to write captions that will increase your follower count and help you gain more event clients.
- Start with a strong sentence that gets right to the point.
- Include plenty of white space with short sentences and paragraphs.
- Use emojis to infuse personality and break up the text.
- Always use a call to action that tells your readers what, exactly, to do next.
Use These Content Types to Reach More People
The above content types are essential to engaging your audience, developing a community, and gaining new event clients. However, the content will only appear in your followers’ feeds, meaning they won’t necessarily expand your reach or earn you new followers.
To get your posts in front of Instagram users who are ripe for event planning, but not yet followers of NYC’s best event planner (wink, wink, we’re talking about you), you need to create the following types of content.
9. Use Reels to Reach a New Audience
Reels are typically short-form videos of up to 90 seconds. If that sounds a lot like TikTok, that’s because it is. Reels is Instagram’s venture to compete with TikTok, and it’s been a massive success. Best of all, Instagram shows Reels to its users based on their preferences and scrolling behavior. So, your Reels can find their way to Instagram users who are not currently followers. NYC event planners can use Reels to show quick behind-the-scenes videos, client testimonials, event planning tips, and so much more.
10. Let Your Audience in on the Action With Stories
Instagram Stories are any photos or videos that disappear after 24 hours. Followers find your Story when they open their app and see your profile highlighted above their feed. The magic of Stories is that non-followers can find them when they open their Explore tab. But the magic doesn’t stop there.
Instagram provides ways to incorporate interactive elements into your Stories. Polls, quizzes, and stickers are fun ways to switch up your Instagram strategy for content and let your audience in on the action at the same time. Create an entertaining quiz that matches a bride’s astrological sign to the type of wedding she should have. Or create a fun poll asking brides what they really think about their future mother-in-law.
Keep the Instagram Love Going Long After Posting
Instagram will keep you busy with the oodles of content types it offers. But even after your thumbs are numb from creating and posting, you still have work to do.
11. Reply to Comments and DMs
Instagram is great for building a community with people interested in your brand. Your Instagram community builds brand trust and recognition and helps you stay top-of-mind in the event planning industry. You can build your community by promptly replying to comments and DM’s and commenting on posts from other accounts.
12. Track the Results of Your Instagram Strategy
You’ll reach your social media marketing goals more quickly if you keep track of important metrics. Since you already spend a bulk of your time planning stellar events, consider investing in social media management software. Software can help you manage multiple accounts across channels, schedule posting, gain insights, and much more.
Learn More About Social Media Marketing at The Event Planner’s Expo 2025
Social media marketing is a great way to get in front of potential clients without being hampered by Google’s new AI Overview. An Instagram strategy, especially, is an event planner’s social media marketing dream. With stunning event photos front and center, Instagram is the perfect place to showcase your event planning know-how.
Reel in the leads you find on Instagram by inviting them to visit your booth at The Event Planner Expo. This three-day conference is the perfect backdrop for getting to know your Instagram community and finding even more new leads. Get in on the action as an exhibitor on the high-profile tradeshow floor next year. Reserve your booth today!