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Paid social

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Paid social advertising for events in Africa: Meta, LinkedIn, TikTok, X and YouTube

Meta, LinkedIn, TikTok, X and YouTube campaigns with separate funnels for visitors, exhibitors, sponsors and delegates. Creative is cut per audience and refreshed weekly during the final push.

Get a proposalAvailable in six markets

Why it matters

Paid social for event organisers

Paid social does two jobs for an event. It builds awareness months out so that search demand exists later, and it converts in the final weeks when creative, urgency and retargeting do the work. For most African B2B shows it is the largest single source of registrations.

We run Meta, LinkedIn, TikTok, X and YouTube for organisers, with creative cut per audience and refreshed weekly during the final push. LinkedIn carries exhibitor and sponsor lead generation. Meta carries visitor volume. TikTok and Instagram carry consumer shows and festivals.

Paid social

What is included

  • Audience architecture

    Past visitor databases, exhibitor lists, lookalikes, sector interest and job title targeting, built separately for each audience type.

  • Creative production and testing

    Static, carousel and short video creative in the formats each platform rewards, tested weekly and refreshed before fatigue sets in.

  • Retargeting sequences

    Registration page visitors, video viewers and past attendees moved through reminder, early bird and last chance sequences.

  • Lead generation for exhibitors and sponsors

    LinkedIn and Meta lead forms integrated into your CRM so the sales team calls within the hour.

  • Conversions API and tracking

    Server-side tracking so registrations are attributed correctly even where browser tracking is blocked.

What it moves

Outcomes we are measured on

  • Visitor registrations at scale
  • Exhibitor and sponsor leads delivered into the CRM
  • Ticket sales for festivals and consumer shows
  • Awareness measured by reach within the target sector

Best fit

Events this suits

When it runs

Across the show cycle

  1. Nine months to one month out

    Pre-show

  2. Doors open

    Show days

  3. The two weeks after

    Post-show

  4. The other ten months

    Between editions

Markets

Paid social in Nigeria, Kenya, Ghana, South Africa, Rwanda and Egypt

The same service, run differently in each market because the audience, the platforms and the costs are different. Each country has its own page.

Questions

Questions about paid social for events

Short answers. Ask us anything else on a call.

Which platform works best for B2B events in Africa?

LinkedIn for exhibitors, sponsors and senior delegates. Meta for visitor volume in every market. In Kenya and Egypt Facebook is unusually strong for B2B as well. TikTok and Instagram for consumer shows.

Do you produce the ad creative?

Yes. Static and video creative is produced in-house with G6 Image Africa, and creator content from Diglancers can be run as ads with whitelisting.

How early should paid social start?

Awareness from three to four months out, conversion from six to eight weeks out, with the heaviest spend in the final three weeks.

Related

Services that usually run alongside

Paid searchCreator and influencer campaignsSocial media management All services
Visitors walking through an exhibition hall

Start here

Send us the show.

Event, dates, targets and a budget if you have one. You get a one-page plan with scope, deliverables and a price within five working days.

Prefer email? hello@seorill.com