5 Ways to Convert Social Media Followers Into Your Owned Audience Before Your Next Event

Why Owning Your Audience Matters More Than Ever

If you’ve been following the news, you’ve probably seen the ongoing debate about TikTok potentially being banned in the U.S. With concerns over data privacy and national security, legislation has been proposed that could force TikTok to either sell its U.S. operations or shut down entirely.

For brands and event marketers who rely heavily on TikTok to reach, engage, and sell to their audience, this is a wake-up call. If your entire marketing strategy depends on a platform you don’t control, you’re vulnerable. What happens if TikTok disappears? Or if Facebook changes its algorithm overnight? Or if Instagram limits your organic reach even further?

We’ve seen this before:

• Facebook Pages once had massive organic reach, but algorithm updates crushed visibility, forcing brands to pay for ads.
• Twitter/X policy shifts have made audience engagement unpredictable.
• YouTube creators have had their ad revenue slashed due to policy changes.

This is why owning your audience—via email, SMS, and private communities—is essential. Social media is a great tool, but it’s just that—a tool. Your real power comes from direct connections with your fans.

And it’s not just social media you need to be thinking about. Your ticketing platform can also limit your access to customer data.

Do You Really Own Your Attendee Data?

Not all ticketing or event management systems are built the same. Some own your attendee data outright and only let you market to those customers within their ecosystem. Others share customer data with you—but with restrictions.

This isn’t necessarily a bad thing. Many ticketing platforms offer massive reach, seamless purchasing experiences, and marketing tools that can help sell more tickets. But as an event marketer, you need to understand:

✅ Who owns your customer relationships? Are you able to email or text ticket buyers directly, or does all communication have to go through the platform?

✅ What data do you actually receive? Do you get full access to attendee emails, phone numbers, and purchase history, or just anonymized insights?

✅ Can you build your own list? If the ticketing system controls the customer data, do you have a strategy to capture audience information before they buy?

If you’re not thinking about this now, you should be. A well-built opt-in strategy ensures you don’t lose access to your own audience—even if platforms, policies, or partnerships change.

Here’s how you can start today. 👇

‍The Exclusive Access Play

📢 “Join our VIP list for first dibs on tickets!”

Scarcity drives urgency. If fans feel like they might miss out on an event they love, they’ll take action. Offer early access to tickets, special pricing, or exclusive presales—but only for those who join your email or SMS list.

🔥 Pro Tip:

• Run countdown-style posts on social media to build urgency (“VIP list closes in 24 hours!”).
• Use a simple landing page (or even an Instagram DM auto-reply) to collect signups.
• Reward early subscribers with limited-time bonuses (e.g., merch discounts, VIP perks).

‍The Content-Gated Strategy

🔐 “Unlock our top speaker’s slides—sign up to receive them!”

People crave valuable content. If your event features industry experts, artists, or performers, leverage their insights as a lead magnet. Offer things like:

✅ Speaker slides

✅ Exclusive interviews

✅ Behind-the-scenes videos

‍

🔥 Pro Tip:

• Promote the offer before, during, and after an event.
• Use Instagram Stories, TikTok teasers, or Twitter threads to build curiosity.
• Set up an automated email sequence to keep new subscribers engaged after they opt in.

‍The Referral Contest

🎟️ “Invite a friend to follow us AND join our list for a chance to win a VIP pass!”

Your followers can help you grow—if you give them the right incentive. A referral contest encourages fans to spread the word in exchange for an exclusive reward (VIP passes, meet-and-greet access, free merch, etc.).

🔥 Pro Tip:

• Use a trackable link (like Viral Loops or UpViral) so participants get credit for each referral.
• Set up milestone-based rewards (e.g., Refer 3 friends = Free drink voucher).
• Feature contest winners on social media to boost FOMO and keep momentum going.

The Live Q&A or AMA Session

🎤 Require attendees to register with their email/SMS first!

Live Q&As (on Instagram, LinkedIn, or YouTube) are perfect for audience engagement. But instead of making it open to everyone, require email or SMS registration first.

🔥 Pro Tip:

• Use an opt-in form that collects questions ahead of time.
• Offer an exclusive bonus (e.g., post-event recap, bonus content) for those who register.
• Turn the session into multiple content pieces (e.g., short-form clips, blog recaps) to drive ongoing engagement.

The Pre-Event Community Migration

👥 Move discussions from LinkedIn/Facebook into an owned Slack, Discord, or private forum.

Social platforms are unpredictable—one algorithm change can kill your organic reach. Instead of renting your audience’s attention, own the conversation by creating a dedicated space for them.

🔥 Pro Tip:

• Create a private Slack or Discord group for attendees. Better yet, build a private community with a tool like Circle.
• Offer exclusive behind-the-scenes updates to members.
• Gamify engagement with badges, challenges, or networking perks to keep the community active.

Bonus Tip: Capture Emails Before Ticketing Platforms Lock Them Away

Many ticketing platforms don’t share attendee email data—meaning you miss out on valuable direct connections with ticket buyers. Solve this by setting up a pre-event opt-in funnel where fans sign up before they purchase.

🔥 How to do it:

✅ Promote an exclusive presale offer in exchange for an email opt-in.

✅ Run a ticket giveaway contest requiring signups.

✅ Offer a “Keep Me Updated” list for event announcements and special perks.

Final Thoughts

The potential TikTok ban is just the latest reminder: if you don’t own your audience, you don’t control your future. Social media is a powerful tool, but it should be a stepping stone—not the end goal.

By focusing on email, SMS, and community-building, you ensure that no matter what happens to TikTok, Instagram, Facebook, or your ticketing provider, you’ll always have a direct line to your fans.