Recently, more than 130,000 individuals met in Las Vegas for CONEXPO-CON/AGG. Held every three years, this is a must-attend event for professionals in the construction industry. Although this year was impacted by COVID-19 concerns, the show went on — and we, as a leading B2B agency that works with world-class brands in the construction equipment industry, audited and observed trends.
As a social media strategist, I was intrigued by how exhibitors were using Facebook and Instagram Stories during the show. With the help of my teammates (thank you!), we were able to collect several examples throughout the week that I have analyzed. If you’re curious what your competitors were doing or how you can leverage Instagram and Facebook Story functionality for your next trade show, read on.
How creativity was utilized in the social story samples
Together, we monitored a total of 17 out of more than 2,300 exhibitors, 12 of whom used Stories. From that, I was able to analyze a total of 335 story cards based on the channel it was posted to, creative, platform functionalities used, and high-level topics.
Out of the 12 exhibitors who used stories, all of them posted to Instagram while only 4 of them also posted to Facebook. Overall, the majority of Facebook and Instagram Stories were the same, with one exhibitor creating unique post copy for each platform and incorporating more content on Instagram compared to Facebook. When looking at the creative copy, most of the cards consisted of images rather than video, and only one exhibitor went live from the trade show.