Supporters often decide within seconds whether they want to learn more about an event. This is your opportunity to help people understand why it might matter to them.

A strong event page should answer questions such as:

• What is this event about?
• Who is it for?
• Why should someone attend?
• What can attendees expect?

Aim for clarity rather than complexity.

You don’t need elaborate marketing language or perfectly polished content. What matters most is helping supporters understand the experience you’re offering and giving them enough confidence to make a decision.

Images

Your cover image is often the first thing people notice.

Choose an image that clearly represents your event and remains recognisable even when displayed at smaller sizes.

A square (1:1) format generally works best across the platform.

Supporting images can help supporters picture the experience by showcasing:

• Previous events
• The venue or atmosphere
• Performers, speakers or activities
• Products or experiences included in the event

Choose visuals that feel authentic to the experience you’re planning to deliver.

Videos

If you have relevant video content, it can be a powerful way to bring your event to life.

Even a short video can help supporters understand the energy, atmosphere or style of the experience you’re creating.

You can add YouTube links to your gig, and these videos will appear on your event page for supporters to view.

Use videos selectively. A small number of relevant videos is usually more effective than overwhelming supporters with too much content.

Event Title

Keep your title straightforward and descriptive.

Supporters should be able to understand what the event is about without needing to guess.

A clear title is often more effective than one that’s overly clever or vague.

Event description

Your event description should help supporters decide whether this event is right for them.

Start by explaining what the event is and who it’s designed for. Highlight the aspects that make it interesting or different, then walk supporters through what they can expect on the day.

Include any information that attendees would reasonably need to know before making a booking, such as:

• The format of the event
• Key highlights or experiences
• Access requirements or restrictions
• Important policies that may affect attendance

Finally, provide some context about yourself as the organiser. Supporters are often placing their trust not just in the event itself, but also in the people behind it.

Remember that once your event confirms, you’ll be expected to deliver an experience that aligns with what you’ve described.

The more accurately your event page reflects what attendees can expect, the more confident supporters are likely to feel when booking.

Key takeaway:

Your event page should help supporters quickly understand what you’re offering and why it matters to them.