How to Make the Most of Trade Shows & Events on Social Media

Authors: Kellyn Liberty and Jackie MacAllen
Read time: 3 minutes

Trade shows and events are more than just networking opportunities, they’re a chance to showcase your company’s personality, engage customers, and build momentum on social media. The problem? Too many B2B companies rely on the same tired social strategies—generic booth photos, dull captions, and endless hashtags. Let’s shake things up with creative ideas that make your trade show presence stand out.

Leading up to the event

Social media success starts long before your team arrives on event day. Engage your employees and followers early by creating a sense of anticipation.

  1. Email signatures and LinkedIn banners

    Get your whole team on the same page by including trade show, conference and event details in their email signatures and LinkedIn banners. Add a catchy call to action, like “See You at Booth #123 at TechExpo 2025!” or “Join Our Live Demos!” This is an easy way to remind clients, partners, and prospects of your presence at the event. 

    Pro Tip: Don’t venture too far from your company’s brand style guidelines! 

  2. Employee selfies and countdown posts

    Have employees take selfies while preparing for the event. Whether they’re packing gear, working on last-minute booth design, or flying to the show, these behind-the-scenes moments humanize your brand and show excitement. Create a countdown series on Instagram Stories or LinkedIn posts to keep the momentum going.

  3. Sneak peek teasers

    Share sneak peeks of what you’ll showcase at the event. Will there be a new product launch? A demo? A presentation? An exclusive giveaway? Build intrigue by posting teaser graphics or quick clips of your team hinting at what’s to come. For example, MacAllen Media & Public Affairs helped Chromatic 3D Materials tease its presence at FormNext, an additive manufacturing tradeshow, by promoting an exciting video featuring a 3D printed dress that was the highlight of Chromatic’s exhibit.

During the event

Once the event kicks off, it’s time to capture dynamic content that shows your company’s energy and expertise.

  1. A walk and talk tour

    Give your followers a guided tour of the trade show. Have a charismatic team member walk through the venue, pointing out interesting booths, sessions, and your own setup. This helps the audience feel like they’re part of the action. 

    Pro Tip: Don’t stop recording! Edits can be made after the event and it’s always better to air on the side of caution with extra footage.

  2. Employee takeovers

    Let different team members take over your company’s social accounts throughout the event. Each person can share their unique perspective: meeting customers, attending keynote sessions, or showcasing products. Employees can also share their experiences on Instagram Stories or LinkedIn.

  3. Real time Q&A

    Run live Q&As or polls to interact with your audience. Ask followers what products or booths they want to see. This creates an opportunity for engagement and gives you user-generated ideas for more content.

  4. B-roll, B-roll, B-roll!

    B-roll footage is essential to creating engaging, polished content for social media. Capture footage throughout the day, including entering the show, wide shots of the show floor, attendees interacting with your booth, and your team demoing products. This footage can be stitched together to create seamless TikToks, Reels, and recap videos. It may feel unnatural to film at first, but the use of b-roll maintains a natural flow between scenes and keeps your audience immersed in the event experience. Experiment with trending audio to further boost engagement and visibility.

  5. Interview attendees

    Trade shows are full of industry leaders and decision-makers. Ask them about key trends, their impressions of the event, or their predictions for the future of the industry. Share these interviews as short-form videos on LinkedIn and Instagram, or on company podcasts. 

    Pro Tip: Purchase a wireless microphone to improve the sound quality of on-the-go interviews.

  6. Show and tell

    Turn your booth into an interactive experience by showcasing your products or services in action. Instead of just talking about features, demonstrate real-life applications in a way that captivates. Encourage visitors to try out your technology, participate in live experiments, or engage in hands-on activities. Capture these moments on video to create engaging social media content that highlights your company’s innovation and impact.

Podcasts can be a great resource for extending your trade show presence beyond the event. Whether it’s a pre-show preview, live interviews from the floor, or a post-event recap, podcasts help you engage your audience in a deeper, more conversational way, and live online long after the trade show ends.

Post-event

Don’t let the conversation stop once the trade show ends. Use your event content to drive engagement and nurture leads.

  1. Recaps and highlight reels

    Create a highlight reel that summarizes your team’s trade show experience. Utilize your b-roll footage, interviews, and product demos to showcase your company’s presence. Post the video across your social platforms and tag key partners and attendees.

  2. Debrief with a LinkedIn article

    Write a recap of your trade show experience, including lessons learned, key trends, and successful moments. Incorporate photos and video clips to make the article more engaging. Encourage your team and partners to share the post to increase reach.

  3. Thank you posts and shoutouts

    Acknowledge the attendees, partners, and companies who made the event memorable. Tag them in your posts to foster goodwill and increase impressions.

Final thoughts

Trade shows are a prime opportunity to strengthen your brand’s social media presence, but success requires planning and creativity. By engaging employees, sharing authentic content, and involving your audience, you can turn trade shows into powerful marketing moments that leave a lasting impression. With these strategies, your company will be well-positioned to capture attention and build deeper relationships on social media—both on and off the trade show floor.

About the authors

Kellyn Liberty is a campaign and brand strategist who has worked with dozens of Fortune 500 companies.

Jackie is a communications expert with more than 15 years of experience working closely with companies focused on science, innovation, and sustainability. Her broad expertise covers all aspects of communications, branding, and public affairs.

Let’s talk

Do you need help managing your trade show content?