6 Essential Tips for Activating X and Weibo at Events

Social media has become indispensable for event marketing. Platforms like X (formerly Twitter) and Weibo have the power to amplify your event’s reach, drive real-time engagement, and create memorable experiences for your audience.

In fact, during Cannes Lions 2023, over 65,000 tweets were posted with the official hashtag #CannesLions, reflecting just how impactful X can be in the event space. Likewise, Weibo, with its 593 million monthly active users, plays a critical role in engaging audiences in the Chinese market.

Whether you're planning a major conference, a product launch, or a creative festival like Cannes Lions, here are six essential tips for activating X and Weibo to create an unforgettable event experience.

1. Design an Official Hashtag and Promote It Everywhere

A well-thought-out hashtag acts as the digital backbone of your event’s social media presence. It provides attendees with a way to connect, participate in conversations, and follow the latest updates. A unified hashtag also allows you to track and measure social media activity more effectively.

Tips for Maximising Hashtag Effectiveness:

• Choose one memorable and concise hashtag for your event.

• Display it on all marketing materials, stage banners, and screens.

• Encourage speakers and panellists to use it during presentations.

In 2023, the Met Gala successfully employed the hashtag #MetGala2023 across X and Weibo, trending globally within minutes of the event's start. By saturating the venue with their hashtag and involving their celebrity attendees, they maximised visibility across both Western and Chinese social media.

2. Reward Attendees for Engagement

Creating incentives for attendees to engage on social media will encourage more posts and interactions. Whether it's retweets, likes, or special mentions, these small actions create a ripple effect, encouraging others to join the conversation.

Effective Ways to Reward Engagement:

• RT or Favourite Tweets/Posts: Acknowledge those who contribute with the event hashtag.

• Exclusive Giveaways: Offer rewards such as branded merchandise, VIP access, or event discounts for top contributors.

• Spotlight: Feature selected user-generated content on event screens or social media pages.

For instance, Nike hosted an event in Shanghai where attendees were encouraged to share their workout stories on Weibo using the hashtag #JustDoIt. The most engaging stories were reshared on Nike's official account, and lucky participants received personalised Nike gear.

3. Call to Action: Give Clear Instructions for Sharing

If you want attendees to tweet or post specific content, tell them! Direct your audience by incorporating clear calls-to-action (CTAs) throughout the event.

This can be done by encouraging specific types of posts, such as:

• Sharing event highlights.

• Posting their favourite speaker moments.

• Voting in live polls or asking questions via X or Weibo.

Ensure your CTAs are visible, be it on event screens, printed materials, or from the event hosts themselves. The Apple Worldwide Developers Conference (WWDC), for instance, utilises live polling during keynote speeches, urging attendees to engage in real time with hashtags like #WWDC2023, boosting social media interaction.

Source: Apple WWDC 2023

4. Display a Live Social Media Feed

A social media feed or "Tweetwall" is a visual, engaging way to display attendees' posts during the event. This creates a sense of excitement and real-time participation while rewarding users who are actively engaging with your hashtag. Social media displays also offer the opportunity to interact with attendees by highlighting key moments, responding to questions, or sparking discussion.

Benefits of Using a Social Media Wall:

• Drives more attendees to post in hopes of seeing their content featured.

• Creates a community experience through shared posts.

• Keeps the energy of the event high as posts flow in real-time.

Brands like Coca-Cola have implemented X and Weibo walls at major sponsorship events, boosting visibility and sparking conversation, especially during the 2018 FIFA World Cup, where millions of tweets were displayed globally.

5. Leverage Influencers to Amplify Event Engagement

Key opinion leaders (KOLs) or influencers have large, dedicated followings on platforms like X and Weibo, which makes them perfect for amplifying your event’s visibility. When influencers share content about your event, their followers are more likely to engage, attend, and participate, creating a ripple effect that can significantly boost your event’s presence online.

How to Maximise Influencer Impact:

• Pre-Event Promotion: Engage influencers ahead of time to build anticipation and encourage their followers to attend.

• Event Day Collaboration: Provide influencers with exclusive content, early access, or backstage experiences they can share with their audience.

• Hashtag Utilisation: Ensure influencers are using your event hashtag to amplify their posts and create a cohesive social media narrative.

In 2023, brands like Adidas leveraged KOLs during their "Impossible Is Nothing" campaign launch in China, inviting popular Weibo influencers to their event. Their posts generated millions of interactions, proving the effectiveness of influencer marketing at live events.

6. Post-Event Engagement: Keep the Conversation Alive

Your event doesn’t end when the attendees leave. To maintain momentum, continue to engage with the audience after the event concludes. Retweet key moments, thank contributors, and share post-event content, such as photo galleries, speaker highlights, and upcoming event announcements. This strategy will not only extend the lifespan of your event on social media but also keep your brand top of mind.

Strategies for Post-Event Engagement:

• Create post-event recaps using photos, videos, and data from the event.

• Thank top contributors and continue engaging with them online.

• Promote future events and encourage followers to stay tuned for updates.

The Cannes Lions 2023 festival continued to leverage its hashtag post-event by sharing highlight reels, quotes from winning campaigns, and exclusive interviews with top creators. This extended the online conversation and solidified the event’s standing as the premier creative festival.

Conclusion: Power Up Your Event with Social Media

Activating social media platforms like X and Weibo is key to amplifying your event’s reach, boosting engagement, and leaving a lasting impact. By strategically utilising this six strategy, you can ensure your event not only resonates with the audience on the ground but also creates a digital footprint that lasts well beyond the event day.

Platforms like InfluenConnect further empower brand owners by connecting them with a diverse network of KOLs, global reach, and data-driven insights. Click here to learn more about InfluenConnect.

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At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic market.