How to Promote an Event on LinkedIn: Tips and Best Practices

Whether you’re hosting a webinar, conference, or networking mixer, LinkedIn offers a powerful set of tools to help you reach the right audience and generate buzz around your event.

But simply creating an event page or a simple post isn’t enough; you have to promote it in order to spread the word about your event. In this guide, we’ll show you proven tips and best practices for promoting your event on LinkedIn. 

First, How do I Create an Event on LinkedIn?

Before you start promoting your event, you need to create it on LinkedIn. Here’s a simple step-by-step guide to get your event set up:

Step 1: Go to the LinkedIn Homepage

Log in to your LinkedIn account and head to the homepage.

Step 2: Navigate to the Events Section

On the left-hand side of your homepage (desktop view), scroll down until you see the Events section. Click + Create.

On mobile? Tap your profile picture → tap “Groups” → scroll to “Events” → tap the “+” icon to create.

Step 3: Fill Out the Event Details

A pop-up form will appear. Fill in the essential details for your event:

• Event Name: Choose a clear and engaging title.
• Date and Time: Set the start and end time.
• Time Zone: Make sure this is accurate for your audience.
• Event Format: Select either Online or In person.
• Event Link or Venue: Add a livestream link (Zoom, Teams, etc.) or a physical location.
• Organizer: Choose whether the event is hosted by your personal profile or a company page.
• Description: Write a concise, compelling summary that tells people why they should attend.
• Event Hashtags: Add 1–3 relevant hashtags to improve discoverability.
• Speakers (optional): Tag featured speakers or panelists if applicable.
• Cover Image: Upload an eye-catching image (ideally 1200 x 628 pixels).

Step 4: Click “Create”

Once all fields are filled in and double-checked, click the Create button. Congratulations, your event is now live on LinkedIn! 

Tips for Optimizing Your LinkedIn Event

An optimized LinkedIn event page helps boost visibility, encourages shares, and attracts the right attendees. Here are some tips to help your LinkedIn event reach its full potential.

Geotarget Based on Your Audience 

LinkedIn has a great tool for brands with corporate accounts with over 300 followers that allows you to geotarget your status updates by language, location, job function, university, industry, company size, and seniority level.

This is a great way to make sure your event content is viewed by your target audience.

For example, if you are trying to target accountants in the Toronto area who work for small to medium-sized companies, you can set parameters so a small (but targeted) audience sees the event content in their newsfeed.

Make the Details as Clear as Possible

Unclear or incomplete information can lead to low engagement, or worse, drop-offs. Be sure your event title, date, time, format (online or in person), and registration process are easy to understand at a glance. 

The description should answer these key questions:

• What is the event about?
• Who is it for?
• Why should someone attend?
• What will they gain from it?

Bullet points, short paragraphs, and bold keywords can help make your event easier to understand. This is a good example of a LinkedIn event, showing a graphic with all the important details, then more event info below. 

Scrolling further down, there’s a brief, easy-to-read event description that helps potential attendees see who the event is for, what’s involved, and what they can expect to get out of it. 

Link to Your Event Website or Page

While events can be created and managed on LinkedIn, you’ll likely be using a more robust platform (like Eventtia’s event management software) to do this. With Eventtia, you can create a separate event page or website, manage your RSVPs, send branded emails to attendees, and so much more. 

Make sure you include the link to your event website or registration page when promoting your event on LinkedIn, as shown in the example below. If you’re posting about your event, you can also include the event link in your post text, and even in the comments if you like. 

Use Hashtags to Optimize LinkedIn Event Promotion 

Hashtags play a key role in discoverability on LinkedIn. Add 1 to 3 relevant hashtags to your event page that reflect the event’s theme, industry, or audience. 

These might be:

#MarketingWebinar

#HRLeadership

#TechConference

This helps your event appear in search results and LinkedIn feeds where users are following or engaging with those tags. Be specific and avoid overly generic hashtags like #event or #business.

You can (and should) also create a hashtag that’s specific to your event, so that everyone involved (you, your attendees, event speakers, corporate sponsors, etc) can tag event-related content with ease.

 In the example below for FutureLaw, they use relevant hashtags for their industry (#legaltech and #legalconference) as well as a branded hashtag specifically for this event (#FutureLaw25).

How to Promote an Event on LinkedIn: Organic vs Event Ads

Once your LinkedIn event is created and optimized, the next big step is promotion. You have two main options: organic promotion (free) and LinkedIn Event Ads (paid). Both strategies have their advantages, and choosing the right one depends on your goals, audience, and budget.

Let’s compare the two approaches:

Which Should You Use for LinkedIn Event Promotion?

The choice between organic and paid promotion depends on your event size, timeline, and available resources.

Go organic if:

• You’re working with a limited or zero budget
• You have an active, engaged LinkedIn network or company page followers
• You’re promoting a small or community-focused event
• You prefer building trust through thought leadership and content sharing

Consider event ads if:

• You need to reach a large or new audience quickly
• Your event is tied to lead generation or high ROI expectations
• You’re hosting a major conference, webinar, or launch
• You want advanced targeting by job title, industry, company size, or location

The Ideal Approach: Combine Both

For the best results, combine organic and paid strategies. Use organic promotion to build early buzz and engage your network authentically. Then, supplement with event ads to extend your reach and drive registrations at key points in your timeline. 

How to Promote Your Event on LinkedIn Organically

If you’re looking to boost visibility without spending on ads, LinkedIn offers powerful organic tools to get the word out. Organic promotion may take more time and effort, but it often leads to higher engagement, stronger trust, and more meaningful connections. 

Here’s how to make the most of it:

Send Invites to Your Friends and Network

Once your event is created, LinkedIn lets you invite connections directly. This is a quick and easy way to gain traction, especially in the early stages. 

When inviting your friends and professional network, try to: 

• Prioritize inviting connections who would find real value in the event
• Personalize follow-up messages with a short note explaining why the event is relevant to them
• Encourage your team or event co-hosts to do the same

Most importantly, don’t just blast invites. Focus on quality over quantity and only send invites to people who would have a genuine interest in your event. This way, you’ll see higher engagement and conversion rates.

Involve Influencers, Speakers, Sponsors, and Your Employees

Your network is powerful, but your extended network is even more impactful. Involve everyone connected to the event in your promotional strategy. 

Here’s how to leverage each group:

• Influencers: Ask industry influencers to share or comment on the event. Even a simple mention can expand your reach dramatically.
• Speakers: Encourage speakers to post personalized content about what they’ll be discussing and why they’re excited.
• Sponsors: Ask sponsors to feature the event on their LinkedIn pages or company newsletters.
• Employees: Provide your team with shareable graphics, suggested captions, and event details. The more voices sharing, the wider your reach.

Promote Your Event in LinkedIn Marketing Groups

LinkedIn Groups can be valuable for organic event promotion, especially when your event is niche or industry-specific. Here are our tips for using groups to promote your event: 

• Join relevant groups well in advance of your event (some groups moderate posts from new members).
• Don’t just drop a link. Share a thoughtful message that explains the value of your event and why it’s relevant to group members.
• Engage with other posts in the group before and after promoting your event to avoid looking spammy.

You can search for relevant groups in the LinkedIn navigation menu. For example, if you’re hosting a webinar on B2B sales strategy, share your event in groups related to sales leadership, B2B marketing, or SaaS networking. 

Paid LinkedIn Event Promotion: Strategies and Tips

When you want to scale up your reach, target specific professionals, or promote a high-stakes event, paid LinkedIn promotion can deliver powerful results. Here’s how to make the most of LinkedIn’s paid promotion tools to drive attendance and engagement for your event.

Using Targeted Event Ads on LinkedIn

LinkedIn Event Ads are a specific ad format that directly promotes your event in users’ feeds. These ads appear with your event title, date, and a clear CTA button like “Attend” or “Register.” 

They can be shown to people who aren’t connected to you, making them ideal for expanding your reach. 

They work because they are:

• Direct and actionable format
• Shown to highly relevant users based on job title, industry, seniority, skills, and more
• Encourages event registration without requiring users to leave LinkedIn

To use LinkedIn Event Ads: 

1. Go to LinkedIn Campaign Manager and create a new campaign.
2. Choose the “Event Registrations” objective.
3. Select your event and define your target audience (location, industry, job function, etc.).
4. Set your budget and schedule.
5. Add compelling ad copy and visuals that speak to your audience’s needs.

You can also test multiple ad variations (A/B testing) to see which headlines or audiences convert best.

LinkedIn Sales Navigator for Event Promotion

If your organization has a robust marketing and sales organization, LinkedIn has a great social selling tool called “LinkedIn Sales Navigator.” It’s an add-on that allows your sales and marketing teams to identify prospects and engage with them directly through the platform. You can use it to: 

• Build a custom lead list based on job title, company size, location, and more
• Send personalized InMails to these leads, inviting them to your event 
• Identify decision-makers who may want to sponsor, speak, or attend
• After the event, follow up with attendees or absentees to build relationships or nurture leads

Throughout the promotional process, your sales team can offer a discount to prospective event attendees who registered from the Sales Navigator outreach. This approach is particularly useful for high-value or account-based marketing events.

The Role of Video in LinkedIn Event Promotion 

Although LinkedIn isn’t as video-heavy as platforms like Instagram or TikTok, video still plays a key role in paid event promotion, especially in the form of sponsored content. Videos often see higher engagement than static posts, and they give you a chance to showcase speakers or go behind the scenes. 

When using videos for event promotion on LinkedIn: 

• Create a short, high-quality teaser video (15–60 seconds) highlighting why the event matters
• Feature speaker clips, testimonials, or key topics
• Use video in Sponsored Content ads and organic posts to boost click-throughs and registrations
• Include captions for mobile users who may view videos without sound

Always try to hook viewers in the first 3 seconds, and end your videos with a strong call to action.

Analyze LinkedIn Event Ad Performance + Optimize Ads

Paid promotion isn’t set-it-and-forget-it. To maximize ROI, you need to monitor and optimize your campaigns continuously. Start by tracking: 

• Impressions and Click-Through Rate (CTR): Are people noticing and engaging with your ad?
• Cost Per Click (CPC) or Cost Per Registration (CPR): Are you paying too much for each sign-up?
• Demographic Performance: Which audiences are converting—and which aren’t?

Once you have some data to work with, you can optimize your ads by: 

• Pausing underperforming ads or audiences
• Increasing budget allocation for high-performing segments
• Testing different formats (carousel, single image, video)
• Adjusting the timing (some ads perform better closer to the event date)

Use the “Demographics” tab in Campaign Manager to analyze job titles, industries, and seniority levels of those engaging with your ads.

Leverage LinkedIn for Event Promotion and Higher Attendance 

Promoting your event on LinkedIn is a good way to connect with a professional audience, increase visibility, and boost attendance. Whether you’re running a small webinar or an industry conference, LinkedIn’s tools help you engage with the right people in the right context.

While LinkedIn can be valuable for event promotion, it’s not ideal to create and manage your event solely through LinkedIn. To truly maximize the attendance and impact of your event, it’s best to invest in end-to-end event management software like Eventtia. 

Eventtia makes it easier to plan, promote, and manage every aspect of your event from a single platform. You can create a beautiful event page, sync your registration data, manage communications, and track performance all in one place, without juggling multiple tools or losing valuable attendee insights.

Discover how you can optimize every element of your next event. Schedule your Eventtia demo today.