When an event signup link is sent in DMs, should users be asked to follow before receiving it?

Asking users to follow you before sending an event signup link in DMs is a strategic choice that can grow your audience but may slightly reduce the total number of signups.

The decision to use a “follow gate” for an event link depends entirely on your primary goal for that specific promotion. Unlike a timeless guide or a discount code, an event is time-sensitive, and your main objective is often to maximize attendance. Adding an extra step, even one as small as clicking “Follow,” can create friction that might cause some people to drop off.

Here’s how to decide which approach is right for your event.

Use a Follow Gate If Your Goal is Community Growth

You should ask users to follow before sending the link when your main priority is building a long-term, engaged community. This strategy works best in a few specific scenarios:

• For Your Core Audience: If the event is designed for your existing community, they are likely willing to follow you to get access.

• High-Value Free Events: When you’re offering a free masterclass or workshop with immense value, the request to follow feels like a fair exchange.

• Building a Waitlist: If the event is part of a larger strategy to grow your follower count for a future launch, gating the link is an effective tactic.

Skip the Follow Gate If Your Goal is Maximum Signups

For many events, the most important metric is the number of people who register. In these cases, you should send the link directly without asking for a follow first.

• Paid Events: If you are selling tickets, you want the path to purchase to be as seamless as possible. Do not add any barriers.

• Broad Audience Targeting: When running ads or collaborating with other creators, you’ll be reaching many people who don’t know you. An immediate request to follow can feel demanding and may hurt your conversion rate.

• Time-Sensitive Reminders: For last-chance reminders or flash promotions, speed is essential. Get the link into their hands immediately.

How to Set Up Your Event Promotion Flow

Setting this up is simple. Whether you decide to use a gate or not, an automated workflow ensures everyone who comments gets the link instantly.

1. Create an Instagram post or Reel telling people to comment with a keyword like “EVENT” to register.
2. In your StarLovin dashboard, set up a Comment-to-DM automation for that post and keyword.
3. When building the automated message flow, you will have the option to add a condition. Here, you can enable the Follow Gate for Links and Freebies.
4. If you turn it on, StarLovin will check if the commenter is a follower. If not, it will send a message asking them to follow before delivering the signup link. If you leave it off, the link will be sent to everyone immediately.

Ultimately, a tool like StarLovin gives you the flexibility to choose the right strategy for each unique event you promote, ensuring your DMs work toward your most important goal.