How to Promote Events on Twitter Like an Automation Ace
From courses and webinars to concerts and conferences, Twitter is a must when it comes to promoting an event.
The reason to promote events on Twitter is fairly straightforward: It’s a massive showcase with instant reach to millions of people.
However, there’s an unavoidable problem related to promoting events on Twitter: How to promote in a way that drives more registrations?
To achieve this, most event organizers rely on a simple formula, which results in tweets that combine the following elements:
- Some basic information about the event
- A call-to-action line (i.e. “Register now!”)
- A registration link
- An image
Not that there’s anything wrong with this, but let’s face it: Everyone does it, which makes it hard for the resulting tweets to stand out.
With this in mind, we analyzed other factors that help create that coveted sense of urgency and fear of missing out (FOMO), and discovered an interesting one: Proof of registration.
In other words, proof of registration is about showing the world that people are actually registering to your event.
And to prove it, you have to tweet the figures (along with a call-to-action, image, and registration link).
How does it work? Simple: When 20 people register for your event, you tweet about it. When 50 do so, you tweet about it. When 100 do so, you tweet about it, and so on.
As you can sense, there is a logistical issue here: Getting the event registration data on time so you can tweet in a timely and accurate manner. Otherwise, you have to be constantly aware of the number of registrations, and tweet as this number builds up.
This exactly is where automation can make a huge difference - let’s see how.
Attracting crowds to your event with automated tweets
In order to make things easier for event promoters, we came up with a fully automated solution that posts to Twitter and LinkedIn depending on the number of registrants an event has.
Simply put, Make will automatically post to Twitter and LinkedIn each time a “registration milestone” is reached.
To do so, we created a scenario that connects the following apps together:
- Google Sheets
Coupled with a number of unique Make tools, the resulting scenario will spare you from having to scour through registration data, and on the other hand will automatically create posts for you.
Before we dive into the tutorial, please make sure that you have accounts for each of the apps above. Also, you will need a paid Make account to make it work, as Twitter is the only premium app on our platform.
Now, let’s jump straight into the action, and see how to automate event promotion on social media with this neat step-by-step tutorial.
Step 1: Creating the scenario and adding the Eventbrite and Google Sheets apps
To create your Make scenario, go to your dashboard and click the “Create a new scenario” button on the top right of your screen.
You’ll immediately see a blue circle with a cursor indicating that you need to click on it.
When you do that, the list of apps available on Make will appear. In the search field at the bottom of the pop-up, search for the Eventbrite app and click on it.
The next thing you’ll see are the available API endpoints (aka modules) for Eventbrite: Triggers, actions and searches that you can perform in the app.
Since we want Make to watch for new orders/registrants for your event, scroll down and select the “Watch orders” module, which will trigger the scenario whenever there is a new registrant to your event.
Noticed the “instant” tag on the module? This means that this module uses a webhook to instantly receive new orders as they happen.
A webhook needs to be created first so click the “Add” button in the module to begin.
First, connect your Eventbrite account to Make, so it can access your events and orders. So click “Add” under the “Connection” field.
If you want, you can give your connection a unique name. Once done, hit “Continue”.
The authorization window will appear. Here, simply click “Allow” to connect your account.
Back to creating a webhook - you can name the webhook if you like as well.
Then, select your “Organization” as well as the “Event” you want to watch for new registrants, and hit “Save”.
You won’t need to paste the webhook URL in Eventbrite since Make does that for you automatically.
That’s all we need to set up the Eventbrite module, so hit the “OK” button once you’re ready.
Adding the registrants’ details to a Google Sheets spreadsheet is up next.
This means you need to add the Google Sheets app to the scenario. Place your cursor on the right side of the Eventbrite module and you’ll see the “Add another module” button. Click it and search for the Google Sheets app.
From the options, choose the “Add a row” module, since this is the action we want to perform here.
Next, go ahead and connect your Google account to Make by hitting the “Add” button.
Note: To configure the module, you will need to create the Google spreadsheet beforehand, and give it a name. In the sheet used in this demo, there are fields for:
- First name
- Last name
- Event ID
- Created at
We recommend you to copy the spreadsheet structure to successfully complete this tutorial. See the image below for reference:
Feel free to include more, such as other data points that you collect when users register for your event.
After the connection is established, scroll down until you see the same fields that match the ones you have in your sheet.
Here, simply map (drag and drop) the corresponding data elements from the Eventbrite module to these fields. See the image below for reference.
The first step is completed, and we will be able to automatically capture new registrants’ info on a spreadsheet.
Step 2: Automatic selection of copy for social media posts according to the number of registrants
Every time a certain number of registrants is reached, a tweet and LinkedIn post reflecting that number will be created.
An image with text also related to that number will be included in the tweet.
Below you can see the results for when an event reaches 10 registrants:
Manually creating these posts every time a certain number of registrants is reached is something you don’t want to do, and with Make you won’t have to.
Let’s say you want a custom tweet when the number of registrants reaches every interval of 10 ending at 100 (i.e. 10, 20, 30….100).
You can enter the tweet for each interval directly in the “Switch” module. You can then use the row number from the Google Sheets module to determine which tweet to fetch and use in the Twitter module later on in the scenario. Let us show you how to do this.
In the Tools menu at the bottom of the builder, select the “Switch” module.
As mentioned above, the row number on the Google Sheet determines the number of registrants.
Bear in mind that the sheet contains headers (first row). Therefore, the first registrant starts on row 2. This means that row 11 equals to 10 registrants.
In the “Switch” module, first map the “Row Number” element to the “Input” field.
Now let's add the first case.
Click “Add item”. The row number must be 11 for the first 10 registrants so type 11 in the “Pattern” field and enter the text with the event’s link in the “Output” field.
Now simply repeat the process for the rest of the intervals and tweets (21, 31….101 in this case).
The image below shows the second interval and tweet, and you need to do this (click “Add item” and create the corresponding content) for all the intervals that you wish to automatically create posts for.
Also, please note that for any other number of registrants, the scenario execution must stop since no tweet should be created.
This is what the “Else” field is for.
These rows will be outputted as anything you enter here. We suggest entering 1, which will also be used to filter the records. More on this in a bit.
Now that you have the text and link for your posts sorted out, let’s move on to creating the custom text for the image used in the tweets (not for LinkedIn).
To generate these images, we will use an app called Bannerbear, which we’ll get to after creating the text.
Now, add another “Switch” module to the scenario. This module is set up the same as the previous, only the text is different.
Here, repeat the same process as you did when creating the text for the posts, but instead create texts for images that will accompany the tweets.
All the rows that shouldn’t be processed are outputted as 1 thanks to the Else field in the previous Switch module, but we’ll need to add a filter as well.
To do this, click on the route between the two Switch modules.
The filter’s configuration box will appear in front of you.
It’s good practice to name the filter, which you can do in the “Label” field.
Now, map the “Output” element in the top field under “Condition”.
In the dropdown menu below, choose the “Not equal to” operator.
Finally, enter “1” in the bottom field. Then, click “OK” to finish configuring the filter.
The filter is now set up to only allow the data to pass through if the output of the Switch module is not 1, meaning that the total number of registrants aren't 10, 20…100.
Step 3: Configuring the Bannerbear module
Bannerbear is a great app that works well for this automation.
To create the image with a custom text in Bannerbear, you’ll need to make a request to the Bannerbear API by using the HTTP app, which is an exclusive Make app.
Don't worry, the details you need are provided below. Add another module to your scenario, search for the HTTP app and choose the “Make a request” module.
Next, copy and paste this link to the URL field: https://api.bannerbear.com/v2/images
Select POST as the method and under “Headers”, enter the following details:
- Name: Authorization
- Value: Bearer (your project API key that you can find by clicking Settings/API next to your project name in Bannerbear)
Just a few more things to do in this module:
- Body type: RAW
- Content type: JSON (application/json)
For the “Request content” field, go to Bannerbear and select the template that you want to use. Below is the template we used in this tutorial.
Scroll down, and then copy the template’s JSON structure under the API Console.
Paste this in the “Request content” field.
Each template’s JSON structure will be different, so you need to locate the main ‘’text’’ and map the “Output” element from the second Switch module like you see in the screenshot below.
This template has a place for an image, so if yours does as well, enter the image URL next to ‘’image_url’’ in the structure.
Adjust the other texts manually if you have any.
Also tick the “Parse response” option, which provides convenience since you won’t need to use a separate JSON parser.
There's just one more thing to do here: Run the module manually just once so that it can recognize the response content and allow you to map the data elements in subsequent modules.
Right click on the module and hit “Run this module only”.
Enter anything in the Output field. See the image below for reference:
Generating the image can take a few seconds, and Make has a tool that can delay the scenario execution for a bit until this is done.
Open the Tools menu and select the “Sleep” module.
Twenty seconds should be long enough to delay the scenario execution until the image is generated. Enter “20” in the “Delay” field.
Step 4: Downloading the custom image
Now that the custom image has been created, let’s fetch it from Bannerbear. Use the “Bannerbear - Get an image” module for this.
Simply map the data: uid element from the HTTP module to the Image UID field.
Please note: If you didn’t run the HTTP module earlier, the data: uid element will not appear in the list.
After fetching the image with its UID, you need to download the image.
To do this, add the “HTTP - Get a file” module to your scenario.
Next, map the “Image URL PNG” element from Bannerbear to the “URL” field.
This will download the images. Now, let's see how to share the event link and image on our social media platforms.
Step 5: Creating Twitter and a Linkedin posts
Add the “Twitter - Create a tweet” module to your scenario.
After connecting your account to Make, map the “Output” element from the first Switch module to the “Status” field.
Next, add the Bannerbear image as the attachment.
Select the “Show advanced settings” option and click “Add item” under “Attachments”. Select the “HTTP - Get a file” module and click “Add”. Hit “OK” after this.
Lastly, add the “LinkedIn - Create a text post” module to your scenario.
Once you connect your Make and LinkedIn accounts, map the “Output” element from the Switch module to the “Content” field.
Select “Visibility” and “Link” under “Type”. Copy and paste the event link in the “URL” field.
All set! Let’s check if the scenario works as expected.
Step 5: Executing the scenario
Since the scenario is set up to work after the first milestone is reached (10 registrants), go ahead and add some dummy data to the sheet (rows 2-10). After you do this, go over to Eventbrite and create an order for the event. The order will represent the 10th registrant on row 11 of your spreadsheet.
Then, go ahead and hit the “Run once” button at the bottom left of your scenario, and create an order for the event like you see below.
The only thing left to do now is switch the scenario on, and your automation will be good to go.
In this use case, we showed you how to automatically create tweets and posts for your event promotion efforts.
The goal will be to show that people are registering to your event, and thus attract more people to register in light of the event’s increasing popularity.
It’s worth noting that this automation has been tested in the real world already, with successful results for those using it.
At the end of the day, the idea is that you focus on what matters the most - making the event memorable - and spend as little as possible on collateral tasks.