Social media is an indispensable ingredient in an event planner’s marketing strategy. And using Reels and Stories, available on both Instagram and Facebook, is an effective way to expand your campaign’s reach, increase your following, and sell more event tickets. They’re also the formats that give you the best chance of going viral. In this article, we share the top seven insights for creating viral event promotions in NYC using Reels and Stories.
What Is Viral Content In Social Media?
Viral content is like the holy grail when it comes to social media event marketing. But what, exactly, is viral social media content? At its most basic, content is viral when it spreads rapidly across social media and receives a considerable amount of engagement in a short period of time. The actual number of views, shares, likes, and comments that make content viral is up for debate. What everyone agrees on, however, is that achieving viral content is the bomb when it comes to promoting your event.
For event marketers, viral content achieves several key goals. When social media content goes viral for your event, your marketing campaign enjoys greater reach and results in higher ticket sales. Viral posts also benefit your client indirectly by elevating their brand’s reputation and reach.
Facebook and Instagram are the second and third most effective social media marketing channels for event planners. Both platforms are owned by Meta and offer Reels and Stories for more engaging content. While being similar in many ways, Reels and Stories have important differences.
Reel In New Followers With Reels
As Facebook and Instagram’s answer to the short video craze pioneered by TikTok, Reels are your best bet for going viral. The potential for extending your reach is one reason reels are a favorite marketing tool for NYC event planners.
On Instagram and Facebook, followers and non-followers alike can view your event’s Reel in their feeds or from within the Reels viewer. On Instagram, Reels may also appear in non-followers’ Explore tab. Both platform’s algorithms will show your Reels to users based on their preferences and behaviors.
Keep Them Hooked With Stories
Stories can be videos, photos, or a number of other formats, and they disappear after 24 hours. Stories appear at the top of your follower’s feed and can include interactive elements, such as polls, countdowns, stickers, and more. The placement and interactive nature of Stories mean they typically enjoy higher engagement than Reels. However, Stories are typically only viewed by your followers. The only way non-followers may encounter your Stories is in their Explore tab (on Instagram) or if your followers share the content.
7 Tips to Go Viral on Instagram and Facebook
There’s no telling whether your Reels and Stories will go viral. There are, however, things you can do to make your content as share-worthy as possible.
1. Evoke Emotion
Evoke emotion to make your Reels and Stories viral-ready. It’s practically a marketer’s mantra that people purchase emotions, not products, even if the product in question is a ticket to a lit event. Aim to make your viewers feel an emotion that is both powerful and positive. A long list of emotions has the makings of viral content, such as inspired, joyful, nostalgic, happy, and more.
2. Use Comedy
Make your audience laugh. Humorous content may not be appropriate for all events. But that can’t keep us from giving a shout-out to the secret ingredient in a majority of viral social media content. Not only do your followers love to laugh, they love to make their friends laugh. And that’s why funny content always has a greater chance of going viral. And before you think humor is off-limits for some marketing campaigns, consider the ad for a funeral home in a subway terminal beckoning viewers on the other side of the tracks to “Come closer.”
3. Tell a Story
A love of stories is part and parcel of being human. And you can’t launch a viral event marketing campaign without telling a great story. A compelling narrative draws your audience in and envelops them in an entertaining diversion. And yes, even a 90-second video is long enough to tell a good tale. Adhere to basic story structure by illustrating a problem, introducing a solution, and wrapping it up with a positive outcome.
4. Make Your Ideal Customer the Main Character
Every story has a protagonist, and in your viral Reels and Stories, the protagonist is your ideal customer. Celebrate what makes your event attendees great, and make them the star of the story.
Start by identifying the problems your attendees are facing. Then, cast your event in the supporting role. As the supporting actor, your event helps attendees solve their problems. But like every great production, the credit (and hint, hint, the accompanying positive emotion) goes to the hero of the story.
5. Hook Your Audience Immediately
It takes two seconds to scroll past your content, and that’s about the length of time you have to convince your audience to keep watching. You need a strong hook to grab their attention. You can use showstopping visuals or even an irresistible tagline at the beginning of your Reel or Story. The key is not to waste those crucial first few seconds.
6. Post on Weekends
You’ll need to perform your own data gathering to find the sweet spot for posting your Reels and Stories. That said, Blogging Wizard reports that the best time to post Reels is between the hours of 10 PM and 7 AM on Saturdays. Regardless of your posting schedule, it’s best to post your best content when your target audience has free time to engage with it.
7. Include Captions on Your Videos
Instagram for Business reports that most users have the audio on when they play Reels. However, about 20% of users watch Reels with the sound off. To engage the most viewers and increase the chances of your content going viral, consider including captions for these users.
Reel In More Clients at The Event Planner Expo 2025
While challenging, mastering the alchemy of creating viral content pays dividends. Viral Reels and Stories are a surefire way to increase ticket sales. Going viral doesn’t just boost your client’s brand, it boosts your brand, too. Creating wildly successful social media marketing campaigns is a powerful lure for promising prospects.
You can make the most of your success and reel in the new clients when you exhibit at The Event Planner Expo. Over the course of three days, your NYC event planning business will have a platform like no other. Thousands of event professionals and corporate decision-makers will gather, and you’ll have the chance to introduce them to your premier event planning business. Reserve your booth today.
