TikTok is transforming event promotion with trends that boost visibility, engagement, and attendance. Here are five strategies to make your events stand out:
- "Probably Needed a Hug" Trend: Use emotional storytelling to connect with audiences. Share behind-the-scenes moments, attendee testimonials, or impactful event highlights.
- Dance Challenges: Create simple, fun dance routines tied to your event. Pair them with a catchy hashtag and offer rewards to encourage participation.
- "Story You're About to See" Trend: Highlight unique moments from your event using text overlays and popular audio to spark curiosity.
- TikTok Search Ads: Leverage TikTok’s growing search behavior to target users actively looking for events, improving visibility and conversions.
- Hybrid Promotion: Combine TikTok’s viral reach with Instagram’s sales tools to turn engagement into ticket sales.
TikTok for Event Promotion, Lessons from Millions of Views with Alaina Leigh
Probably Needed a Hug Trend
The "Probably Needed a Hug" trend taps into heartfelt audio clips to share vulnerable stories, creating meaningful connections with viewers. For event promoters, this trend is a powerful way to build genuine relationships with potential attendees.
The stats speak volumes about why emotional content resonates so deeply. 70% of TikTok users watch videos to feel positive emotions, and 72% report feeling more connected to creators and communities they follow. By sharing emotional stories about your events, you're not just advertising - you’re fostering a sense of belonging.
"The greatest skill you can develop? Storytelling." - Scott Galloway, Professor of Marketing and Business Analyst
This trend works because it blurs the line between brand and audience. Instead of presenting polished ads, you're offering moments that feel raw and relatable. Event promoters can use this approach to highlight the human side of their events - whether it’s the stress of planning, the joy of success, or the meaningful impact on attendees. Emotional storytelling doesn’t just boost engagement; it lays the groundwork for deeper audience connections.
Using Emotional Stories to Connect with Audiences
Here’s how to make the most of this trend:
- Behind-the-scenes moments: Share the real, unfiltered parts of event planning. Show the late-night brainstorming, the excitement of booking a dream venue, or the relief when ticket sales start climbing. These glimpses into your journey make your brand feel approachable and relatable.
- Attendee testimonials: Highlight stories from past attendees. Whether someone shares how your event changed their outlook, helped them network, or simply gave them a memorable experience, these testimonials create an emotional pull for future attendees.
- Past event highlights: Use clips of moments that moved or surprised attendees - like a speaker’s impactful message, a breathtaking performance, or a networking success story. These moments showcase the emotional depth of your events.
The secret lies in focusing on personal stories, confessions, advice, compliments, and gratitude. These elements spark empathy and inspire action.
Tips for Creating Genuine Content
Keep it real. Authenticity is everything. Your tone, body language, and shared experiences need to feel honest. TikTok users, especially Gen Z with their average attention span of just 8 seconds, can quickly spot anything that feels forced. If you’re sharing challenges, balance them with positivity - show how you overcame them or how rewarding the outcome was. For example, if you talk about the stress of planning, end with the joy of seeing attendees enjoy the event.
Build empathy, not pity. Your stories should make viewers feel understood and connected, not sorry for you. Share relatable experiences, like the fear of starting something new, the thrill of seeing a vision come to life, or the satisfaction of creating unforgettable moments.
Tie emotions back to your events. Every heartfelt story should ultimately highlight why your events matter. Use the emotion to grab attention, but ensure it leads to action by reinforcing what makes your events special.
Emotional content drives stronger engagement on TikTok. Honest storytelling and challenging stereotypes resonate with audiences who face similar experiences. This approach builds a community around your events that goes beyond simple promotion.
Next up, we’ll explore how dance challenges can take your TikTok engagement to the next level.
Get Up Offa That Thing Dance Trend
TikTok dance trends have become a lively way to ramp up engagement for events, and the "Get Up Offa That Thing" challenge is no exception. Inspired by the electrifying energy of James Brown, this trend is all about movement, excitement, and bringing people together - perfect for creating buzz around your event.
Dance challenges thrive on TikTok because they encourage active participation rather than passive scrolling. Whether it’s lip-syncing or dancing, these challenges tap into the platform’s interactive culture. As PureTuber CMO Rameez Usmani explains, "Participate in the challenge if it is relevant to your event in order to capitalize on the viral publicity!".
One of the best parts of this trend? It’s easy to join. Unlike intricate routines that might scare off potential participants, "Get Up Offa That Thing" features simple, high-energy moves that anyone can try. This accessibility naturally broadens your event’s reach and draws in a wider audience.
Creating Event-Themed Dance Challenges
To make the "Get Up Offa That Thing" trend work for your event, tweak the basic moves to reflect your event’s personality. Hosting a music festival? Add dance steps inspired by your headline performers. Planning a corporate gathering? Incorporate playful gestures that align with your company’s culture. The key is to blend the trend’s energy with your event’s unique vibe.
For your challenge to take off, you’ll need a catchy theme, a memorable hashtag, and clear instructions. The hashtag is especially important - it ties all the participant videos back to your event, so make sure it captures the spirit and excitement of what you’re promoting.
Kick things off with a demo video that showcases the dance steps. Keep it simple and fun, focusing more on enthusiasm than perfect execution. Then, amplify your challenge by sharing your hashtag and demo video across TikTok, other social media platforms, your website, and even event materials. The more places your audience sees it, the higher the chances of participation.
Getting People to Participate
Once your challenge is live, your next goal is to get people involved - and keep them excited about it.
Participation often hinges on motivation. Offering rewards can be a huge driver of engagement. Think free tickets, exclusive merchandise, or even VIP perks. You could create tiered rewards, where early participants get smaller incentives, and the most creative entries win bigger prizes.
Collaborating with influencers is another powerful way to boost visibility. Find local TikTok creators who align with your event’s audience. Their involvement not only adds authenticity but also introduces your challenge to a broader network of followers.
Timing matters, too. Launch your challenge well ahead of your event to build momentum. Stay active by engaging with participants - respond to comments, encourage creativity, and keep the energy alive. To ensure your challenge reaches as many people as possible, use TikTok SEO tactics like optimized video descriptions and well-chosen hashtags.
Above all, keep things real. As experts point out, "Authenticity and relatability are the secret ingredients to making your event challenge go viral on TikTok!". Show genuine excitement, make participation easy, and inspire your audience to join in on the fun. And don’t forget to highlight your top contributors - they’ll help keep the buzz going strong.
The Story You're About to See Trend
Building on the popularity of dance challenges, this trend takes a different approach by spotlighting your event's most unforgettable moments through short, engaging storytelling. Known as the "Story You're About to See" trend, it combines lip-syncing with text overlays to share funny, surprising, or relatable moments. For event promoters, this is a great way to showcase standout aspects of their events in a way that feels fresh and perfectly suited for TikTok's audience.
The magic of this trend lies in its ability to create anticipation. By pairing text overlays with popular audio clips, creators can set up a story that keeps viewers hooked. It’s a fantastic way to highlight unexpected moments, behind-the-scenes glimpses, or unique details that make your event special. The casual, relatable tone of these videos fosters a personal connection with viewers, making your event feel approachable and memorable.
Highlighting Event Moments
The key to success with this trend is choosing moments that stand out - like a surprise guest appearance, an unexpected crowd reaction, or even a humorous mishap. These authentic snippets not only highlight your event but also create emotional connections with your audience.
For instance, music festivals can use this trend to showcase surprise performances. Imagine a video with the text overlay: "The story you're about to see: When the headliner brought out a secret guest!" paired with footage of an electrified crowd. This kind of content not only captures the excitement of the moment but also builds anticipation for future events.
Corporate events and conferences can also benefit from this format. Share lighthearted moments, like a speaker’s unexpected joke, a networking success story, or a team-building activity that gets everyone laughing. The informal nature of this trend helps break through the often stiff atmosphere of business events, making them more relatable and engaging.
Behind-the-scenes moments work particularly well here. Capture the excitement as it happens - whether it’s a backstage prep session or a candid reaction from an attendee. Keep your videos short, ideally between 10–15 seconds, to match TikTok users' preference for quick, snackable content. Use clear, concise text overlays to guide viewers through the story, ensuring it’s easy to follow even without sound.
Making Content People Want to Share
To encourage sharing, focus on universal experiences - like the thrill of seeing a favorite artist live or the joy of connecting with others who share similar interests. Humor and surprise are especially effective here, as they prompt viewers to tag friends and share moments that resonate. If your content feels relatable, people are far more likely to spread it around.
Use trending hashtags to improve your video's reach, but don’t forget to include event-specific hashtags to tie the content back to your promotion. Adding details like your event name, date, and location in the text overlay or caption ensures viewers immediately understand the context and know where to find more information.
User-generated content can take this trend to the next level. Encourage attendees to create their own "Story You're About to See" videos by sharing their favorite moments from your event. Launch a challenge with a branded hashtag and offer incentives like free tickets, exclusive merchandise, or VIP perks to get people involved. Featuring the best submissions on your official TikTok account not only boosts engagement but also builds a sense of community around your event.
Collaborating with TikTok creators is another way to extend your reach. Partner with influencers who align with your event’s vibe and audience. Their involvement adds a layer of authenticity and introduces your event to a wider network of followers. Instead of focusing solely on follower count, choose creators who genuinely connect with your event’s energy and tone.
This trend transforms ordinary event moments into shareable stories that can attract new attendees. Keep an eye on metrics like video views, shares, likes, and comments to refine your strategy. TikTok’s analytics tools offer detailed insights to guide your future efforts.
Above all, remember that authenticity is key on TikTok. Focus on capturing genuine moments and emotions rather than aiming for polished promotional material. This approach not only resonates better with TikTok users but also helps you build stronger, more meaningful connections with potential attendees.
TikTok Search Ads and Discovery
TikTok has rapidly grown into a powerful platform for event discovery, making it essential to understand how users search for content. With over 3.2 billion daily searches happening globally and 23% of users starting a search within 30 seconds of opening the app, TikTok is no longer just about casual scrolling - it’s about intentional searching. This shift presents a golden opportunity for event promoters, as audiences are actively looking for events to attend.
Interestingly, more than half of Gen Z and Millennials now prefer social media over traditional search engines for discovering and researching products. Brian Torpey, TikTok’s Global Director of Search Product Solutions and Operations, captures this transformation perfectly:
"Historically, people have had the idea that you go to TikTok to swipe, to discover, but now people are actually searching to discover. I think it's fair to say we're more than just an entertainment platform."
This evolution in search behavior opens up new possibilities for event promotion strategies.
Making Your Content Discoverable on TikTok
TikTok’s algorithm prioritizes videos that include spoken keywords and on-screen text, such as captions and hashtags. For example, Daily Hive Calgary’s TikTok about Pizza Culture ranks high for the search term "Calgary pizza" because it effectively uses keywords in its caption, on-screen text, hashtags, and audio.
To make your content easier to find, start by researching keywords that resonate with your target audience. For a music festival, terms like "summer concerts" or "live music" might work well, while a corporate event could benefit from industry-specific phrases or professional development keywords. Incorporate these naturally into your video’s spoken dialogue, headlines, and text overlays. Additionally, use a mix of popular, high-competition hashtags and niche-specific ones to maximize your reach.
Leveraging TikTok Search Ads for Event Promotion
While organic discovery is powerful, TikTok Search Ads take it a step further by connecting you directly with users actively searching for events. Laura Benayas, Eventbrite’s Head of Growth Marketing, highlights their potential:
"Search ads ... represents a game changer, because they allow us to connect with people right when they are actively looking for something to do. On the weekend, you might hop on TikTok to get ideas, to get excited about something to do, to get inspired about something to do - that's exactly where we want to be."
Eventbrite’s results back this up: click-through rates increased by 66%, while the cost per acquisition dropped by 33% after implementing Search Ads. Combining Search Ads with In-Feed Ads can further boost conversions - 18% of users who engage with an In-Feed Ad eventually convert after seeing a Search Ad.
To get started, register for a TikTok Business account and create ad groups with 20 or more related keywords. Whether you’re promoting a tech conference or a local festival, craft engaging videos that incorporate keywords naturally and resonate with your audience. TikTok recommends using a 20:1 budget-to-bid ratio and regularly monitoring performance metrics to refine your campaigns.
The results can be impressive. American Eagle, for instance, doubled its return on ad spend while reducing its cost per acquisition by 46%, and The Perfume Shop achieved a 5.16% click-through rate during the holiday season. With the right approach, TikTok Search Ads can transform how you connect with event-goers.
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Beyond Phone Content and Live Events
TikTok is now at the forefront of creating hybrid experiences that merge digital content with live, in-person events. Event organizers are crafting campaigns that engage audiences both online and at physical venues, blending the best of both worlds.
Combining Online and In-Person Promotion
The most effective campaigns integrate digital outreach with live experiences. With TikTok users averaging 52 minutes of daily screen time, the platform is a powerful way to drive attendance at physical events. A dedicated event hashtag can help build a sense of community while encouraging user-generated content.
Take Nike, for example. They teamed up with local fitness influencers to host in-person training sessions, which were simultaneously live-streamed on social media. This approach not only boosted online engagement but also strengthened their brand presence. L'Oreal took a similar route with an offline beauty pop-up, where influencers showcased products on-site, inspiring attendees to share their experiences online. To make your event stand out on TikTok, consider adding visually appealing elements like interactive displays, eye-catching backdrops, or live demonstrations that naturally encourage attendees to create and share TikTok videos.
By combining these hybrid strategies with partnerships involving TikTok creators, you can amplify your event’s reach and impact.
Working with TikTok Creators
Collaborating with TikTok creators is a smart way to extend your event's visibility. Focus on creators whose audience aligns with your target demographic and explore joint live events. A great example is Dove’s Summer Smoothie pop-up campaign. Their live-streamed mobile activation produced 1,400 product experiences, attracted 1.58 million organic views within 72 hours, and generated 16,000 social interactions - all of which contributed to a noticeable boost in sales.
When working with influencers, it’s important to strike the right balance. Offer clear incentives while allowing them the creative freedom to produce authentic content. Encourage them to post teaser videos about your event in advance to build excitement and keep the momentum going through the event day. Treat influencers as genuine collaborators, and don’t forget to tag them in your posts to maximize visibility.
TikTok content has a shelf life of up to 90 days, meaning a well-executed creator partnership can keep driving engagement long after your campaign ends. These strategies also align well with Instagram marketing efforts, helping you create a unified, multi-platform campaign that resonates with your audience.
Connecting TikTok with Instagram Event Marketing
TikTok is fantastic for creating viral moments and generating buzz, but when it comes to turning that excitement into actual ticket sales, Instagram takes the lead. By linking these two platforms effectively, event promoters can transform fleeting TikTok engagement into tangible revenue. Let’s dive into how Membrz.Club bridges TikTok's viral energy with Instagram’s sales capabilities.
Using Membrz.Club to Turn Engagement into Sales
The secret to successful cross-platform promotion is ensuring a smooth transition from TikTok discovery to Instagram purchasing. When your TikTok content goes viral, it’s crucial to have a system in place that captures that momentum and directs viewers to buy tickets. This connection between platforms is the key to turning TikTok buzz into measurable results.
Membrz.Club steps in by transforming your Instagram profile into a sales powerhouse. With its smart link-in-bio hub, all your event details and ticketing options are centralized, making it simple for TikTok viewers to find exactly what they need when they land on your Instagram page.
Here’s how the conversion process works: After a user discovers your event on TikTok, they’re guided to your Instagram profile. From there, Membrz.Club’s automated DMs engage them instantly with personalized messages - answering questions, offering discount codes, and directing them to ticket pages.
Its direct ticketing feature simplifies transactions, making it easier for users to complete their purchases. And even if someone doesn’t buy right away, Membrz.Club’s email marketing integration keeps them in your sales funnel. By adding these users to targeted email campaigns, you can nurture their interest and encourage future ticket purchases.
Running Campaigns Across Multiple Platforms
To maximize impact, your campaigns need to be consistent and coordinated across both TikTok and Instagram. The best strategy? Use TikTok to spark initial interest and Instagram to turn that interest into sales.
Start by creating TikTok content that naturally leads viewers to your Instagram. Include clear calls-to-action in your videos, such as “Check out our Instagram for exclusive ticket discounts!” or “Link in bio for early bird pricing!” Make sure your Instagram handle is visible in your TikTok bio and mentioned in your videos.
Timing is everything. When a TikTok video goes live, be ready to engage with the new Instagram followers it brings in. Membrz.Club’s automated DM system makes this easy by welcoming followers and guiding them to ticket purchases while their interest is still fresh.
You can also repurpose TikTok content for Instagram Reels. For example, a dance challenge that goes viral on TikTok can be adapted for Reels, while behind-the-scenes clips can work well on both platforms with minor adjustments. This ensures your messaging stays consistent while catering to the unique audience preferences of each platform.
Leverage TikTok’s trending hashtags and challenges to build awareness, then retarget engaged users on Instagram with detailed event information and direct links to purchase tickets. The combination of TikTok’s viral reach and Instagram’s conversion tools creates a seamless promotional cycle that drives both engagement and sales.
Finally, track your performance with Membrz.Club’s analytics dashboard. This tool helps you identify which TikTok trends are driving the most Instagram traffic and ticket sales, allowing you to refine your approach and focus on the strategies that deliver the best results.
Conclusion
These five TikTok trends offer a powerful way for promoters to increase engagement and drive ticket sales. The "Probably Needed a Hug" trend, for instance, fosters emotional connections, while dance challenges like "Get Up Offa That Thing" encourage participation and spread naturally. Story-driven content grabs attention, and optimizing videos for TikTok search ensures better visibility.
To amplify these efforts, consider blending TikTok's viral reach with Instagram's ability to drive conversions. Recent data shows that 64% of TikTok users have made purchases after seeing ads or shoppable content on the platform. Platforms like Membrz.Club help bridge the gap between TikTok's discovery power and Instagram's sales potential, turning viral moments into tangible revenue.
Success on TikTok requires a balance of speed and authenticity. As Farah Maloof, Head of Fashion and Luxury Partnerships at TikTok, puts it:
"The key is to maintain a pre-set framework with clearly defined tones, risk appetite, and non-negotiables to respond quickly and consistently to emerging trends".
This approach allows brands to seize trending opportunities while staying aligned with their identity.
Additionally, over 71% of TikTok users are influenced by authentic content when making purchasing decisions. By creating genuine, relatable videos with trending sounds and clear calls-to-action that direct viewers to Instagram, you can achieve even stronger results.
FAQs
How can event promoters use the 'Probably Needed a Hug' TikTok trend to connect emotionally with their audience?
Event promoters can tap into the "Probably Needed a Hug" TikTok trend by crafting genuine, heartfelt content that resonates with emotions like comfort, support, and vulnerability. Sharing relatable stories or moments that evoke these feelings can help potential attendees feel understood and connected on a deeper level.
By matching their event's messaging with the emotional vibe of this trend, promoters can create a sense of trust and inspire audiences to associate their event with warm, meaningful experiences. This emotional tie can make the event feel more personal and inviting to viewers.
How can I create a TikTok dance challenge that effectively promotes my event?
How to Create a TikTok Dance Challenge for Your Event
Launching a TikTok dance challenge can be a fun way to promote your event and get people talking about it. Here’s how to make it work:
Start by identifying your target audience and ensuring the challenge fits seamlessly with your event’s theme. A catchy hashtag is key - make it relevant to your event and easy to remember so participants can share their videos effortlessly.
Next, come up with dance moves that are simple, fun, and memorable. The goal is to make it easy for anyone to join in, no matter their skill level. Once you’ve nailed the choreography, promote the challenge across your social media platforms. To boost participation, you could offer incentives like prizes, shoutouts, or exclusive perks for the best or most creative entries.
As the challenge picks up steam, interact with participants by commenting on their videos or resharing their content. Highlighting user-generated content not only increases visibility but also builds excitement and engagement around your event.
How can event promoters use TikTok Search Ads to boost visibility and ticket sales?
TikTok Search Ads: Boosting Event Promotion
TikTok Search Ads offer event promoters a fantastic way to grab attention and drive ticket sales. By focusing on specific keywords and targeting the right audience, you can connect with users actively seeking content that matches your event's theme or style.
Pairing Search Ads with popular TikTok challenges or teaming up with influencers can take your campaign to the next level. These tactics not only generate buzz around your event but also inspire users to create and share their own content. This ripple effect can turn casual viewers into ticket buyers. With a well-thought-out strategy, TikTok can transform how you promote your events.
