A 14-Day Social Plan for a 100-Person Live Event · The Cube

A 14-day social plan fills a 100-person Southwestern Ontario B2B event with 10 LinkedIn-led posts paced across two weeks: announce on T-14, reveal speakers on T-12, drop the agenda as a document carousel on T-10, run a native-video trailer on T-8, post the "why now" opinion on T-6, share a sponsor or speaker spotlight on T-4, push social proof on T-2, run the final-48 close on T-1, post the day-of go-live, and recap on T+1. LinkedIn is the channel of record because 87% of B2B marketers use it and 4 of 5 members drive business decisions at their company (Sprout Social, 2026). Every post drives one action — the Attend click — because that click unlocks LinkedIn's automatic 7-day, 3-day, and 15-minute attendee reminders (LinkedIn Marketing Solutions, 2025).

What you'll accomplish

By the end of this guide you'll have a complete 14-day, post-by-post LinkedIn-led social campaign that drives a Southwestern Ontario professional audience to register for a 100-person event. It covers what to post, when, which format, who to tag, and which metric to watch each day. It assumes you're the host running this yourself — solopreneur, community organizer, or marketing team of one — and the event is B2B-skewed.

Before you start

A live LinkedIn Events page. 16:9 cover at 480x270 or 1280x720 per LinkedIn's official help page, Eastern time zone, registration form (Pages only). Full walkthrough: LinkedIn event page best practices.
An event website you control. Every post links back to it. [STAT NEEDED: confirm % of event registrations driven by social media from Bizzabo 2025 State of Events or ON24 2025 Webinar Benchmarks]
Confirmed speaker list. Name, title, company, headshot, one-line topic. Tag every speaker on every relevant post.
A 30-second promo video. If production is out of scope, AI tools ship a usable trailer in an afternoon — see AI event promo video.
3-5 Instagram hashtags, not 20. Instagram removed hashtag-follow on December 13, 2024 (Hootsuite) and rolled out a 5-hashtag cap in December 2025 (Later).
Difficulty: intermediate — 30-60 focused minutes most weekdays for two weeks.

Phase 1 — T-14 to T-10: Launch and recruit

The first stretch is about getting on the field. Three posts, one mission: maximum early Attend clicks so LinkedIn's algorithm starts surfacing the event before you spend a dollar on ads.

Step 1: Day T-14 (Tuesday) — The announcement

Format: Multi-image (3-5 images) from the host's personal profile, not the company Page — personal profiles outperform Pages for early-campaign organic reach. Hook: "We're hosting [event] in [city] on [date]. Here's why I'm putting it on." Channel: LinkedIn first, Tuesday 11am-5pm Eastern per Sprout Social's 2026 best-times analysis (~2 billion engagements across 307,000 profiles); square version to Instagram in the afternoon. CTA: Hit Attend on the event page, not Like. Watch: Attend clicks in the first 24 hours.

Step 2: Day T-12 (Thursday) — Speaker reveal carousel

Format: Multi-image — one image per speaker, captioned with name, company, and the specific problem they'll address. Per Socialinsider's 2026 LinkedIn benchmark report, multi-image posts hit 6.45% average ER vs the 5.20% platform average. Hook: "Meet the [N] people we picked to speak — and why each one." Channel: LinkedIn, Thursday 11am or 1-5pm; tag every speaker so each tag is a notification into a new network. CTA: "Hit Attend to get the agenda Monday." Watch: Reshares from tagged speakers. If one isn't sharing by Friday morning, send a templated DM.

Step 3: Day T-10 (Monday) — The agenda document carousel

Format: Document post (PDF, one session per slide) — the highest-engagement format on LinkedIn at 7.00% average ER (Socialinsider, 2026). Dwell time is the lever; every swipe extends watch time. Hook: "Here's the full agenda — eight sessions, three hours, no fluff." Channel: LinkedIn document post. CTA: "See a session you want? Hit Attend so we save you a seat." Watch: Document open rate and average swipe depth in post analytics.

Phase 2 — T-8 to T-4: Build momentum

Mid-cycle is where most under-resourced campaigns die. They post once a week and the algorithm forgets them. Weekly posting alone yields a 2x engagement lift over less-than-weekly (Hootsuite, 2025); Buffer's March 2026 analysis of 4.8 million LinkedIn posts identifies 2-5 posts a week as the sweet spot. We're inside that band.

Step 4: Day T-8 (Wednesday) — Native-video trailer

Format: Native LinkedIn video, under 60 seconds, captioned, uploaded directly. Hootsuite reports native video outperforms embedded video by ~30% and LinkedIn videos earn ~5x the engagement of standard posts. Hook: First three seconds — the most provocative claim from a speaker. No logo intro. Channel: LinkedIn, Wednesday 11am-4pm Eastern; link in the first comment. Watch: 3-second view rate and 75% completion rate.

Step 5: Day T-6 (Friday) — The "why now" opinion post

Format: Plain text, 200-300 words. Yes, text underperforms documents (4.50% vs 7.00% per Socialinsider) — but this post is a positioning play, not an engagement play. It earns DMs, not likes. Hook: The host's unfiltered take on why this conversation matters to Southwestern Ontario operators right now. Take a position. CTA: Soft. "If this is the conversation you want in the room, the event page is here." Watch: DM and comment quality, not raw reaction count.

Step 6: Day T-4 (Wednesday) — Sponsor or speaker spotlight

Format: Single image or 20-second video — sponsor logo with a one-line value pairing, or a clip of a speaker explaining what they'll cover. Hook: "Why [sponsor] backed this event" or "What [speaker] is bringing to the room." Channel: LinkedIn, tagging both the sponsor Page and the speaker. CTA: Direct — "Register here." You're 96 hours out; soft CTAs lose value. Watch: Sponsor reshare. Sponsors who don't reshare the post that names them rarely renew.

Phase 3 — T-2 to T+1: The close

The final stretch is short, loud, and unapologetic. Every post drives the Attend click because that click unlocks LinkedIn's automatic reminder at 15 minutes before start — the single most valuable notification on the platform's event surface (LinkedIn Marketing Solutions, February 2025).

Step 7: Day T-2 (Monday) — Social proof and scarcity

Format: Multi-image — screenshots of past-attendee reactions, the venue, the AV setup, the room layout. Hook: "[N] people are coming Wednesday. Here's what we're putting in the room." If sold out, say so — convert FOMO into waitlist signups. Channel: LinkedIn morning, Instagram afternoon. CTA: "Last ~[X] seats. Register." or "Sold out — waitlist here." Watch: Comment-to-register conversion.

Step 8: Day T-1 (Tuesday) — Final-48 close from every speaker

Format: Speaker-driven posts (one each) plus a host recap thread. Each speaker posts "What I'm bringing tomorrow." Host comments on every one. Channel: LinkedIn, personal profiles, Tuesday 11am-5pm Eastern. CTA: Direct registration link in every speaker post. Watch: Speaker post count. If half haven't posted by noon, send the templated copy.

Step 9: Day T-0 (event day) — Go-live post

Format: Single image or 15-second video — "Doors open at [time]. Here we go." The room before anyone arrives. Lights up, brand visible, energy. Channel: LinkedIn, Instagram Stories, Instagram Reels (under 30 seconds). CTA: "Walk-ups welcome," or for online events, the join link. Watch: Walk-in count vs registered count. The gap is your "LinkedIn nudge worked" signal.

Step 10: Day T+1 — Recap and next-event teaser

Format: Multi-image or document carousel — best photos, best moments, one-line lessons per session. Hook: "What happened in the room yesterday — and what's next." This is the post that fills the next event. CTA: "Next one is [date]. Hit Attend on the new event page." Watch: Attend clicks on the next event's page within 48 hours.

Troubleshooting

What if my speakers won't post or reshare?

Give them the post pre-written — caption, tagged accounts, cover image as a download — five business days before T-1. Most speakers don't refuse to post; they refuse to write the post. If a speaker still won't, ask them to reshare with one sentence: a 30-second ask, not a writing assignment. Going forward, make one announcement post (T-14) and one final-48 post (T-1) the floor in speaker agreements.

What if attendance is stalling at T-7?

Three levers, in order. (1) Audit your last three posts against Socialinsider's format benchmarks — if you've been posting plain text, the format is the problem, not the topic; switch to document or multi-image. (2) Tag two more speakers per post. (3) Run a small LinkedIn Event Ads test from Campaign Manager retargeting people who already engaged with one of your event posts. Treat the published $80-$200+ CPL benchmarks as enterprise ceilings, not what a 100-person community event will pay.

What if I don't have video and can't produce one?

Use AI. The 2026 stack we lean on for promo cuts: HeyGen (from $24/mo) for an avatar-led explainer, Synthesia (from $18/mo) — its 2026 AI Playground includes Veo 3.1 and Sora 2 for b-roll — and Runway 4.5 (from $15/mo) for cinematic motion. CapCut is free for the caption-and-trim pass. Full workflow: AI event promo video.

What if I'm running LinkedIn Live after June 22, 2026?

Schedule the broadcast in advance — mandatory for every LinkedIn Live event after that date per LinkedIn's Live overview. Short-notice scheduling (minutes ahead) still works; spontaneous "go live right now" is ending. Confirm your encoder (Restream, Socialive, StreamYard, or Switcher Studio) is set up at least 48 hours out.

What to do next

Once the campaign is in motion, lock the post-by-post copy and the calendar view. Pull our event social content calendar template to load the 10 posts into a grid your speakers and sponsors can see, and double-check the event page against LinkedIn event page best practices before announcing on T-14. The strategic frame — why this cadence sits on LinkedIn rather than Facebook — is in the pillar: how to promote an event on LinkedIn.

Frequently asked questions

Is 14 days enough lead time to fill a 100-person event?

Yes, for a simple in-person or online B2B event. LinkedIn's event-promotion guide (May 6, 2025) recommends 2-3 weeks for simple online events, 3-4 weeks for webinars, and 4-6 weeks for product launches. For a community-scale meetup, 14 days is the working baseline.

How many LinkedIn posts is too many in 14 days?

Ten from the host is the right ceiling, plus one each from your speakers. Buffer's 2026 analysis of 4.8 million LinkedIn posts identifies 2-5 posts a week as the sweet spot — the 14-day plan hits that without flooding feeds.

Why is LinkedIn the channel of record instead of Facebook or Instagram?

Because the audience for a B2B event is on LinkedIn. 87% of B2B marketers use LinkedIn and 4 of 5 of its members drive business decisions at their company per Sprout Social's 2026 statistics roundup. Facebook Events is still active but lower-leverage for B2B; Instagram is a visual layer, not a primary registration driver. Deeper case: LinkedIn vs Facebook for event promotion.

What's the single most important post in the 14 days?

The T-10 document-carousel agenda. Documents hit 7.00% average engagement rate on LinkedIn per Socialinsider's 2026 benchmark report — the highest of any format — and the agenda is what converts "curious" into "Attend." Get that one right.

What metrics should I track day by day?

Four numbers: (1) Attend clicks on the event page — each triggers LinkedIn's 7-day, 3-day, and 15-minute reminders. (2) Registration form completions (Pages-hosted events only). (3) Engagement rate per format vs Socialinsider's 2026 benchmarks. (4) Speaker post count in the final 48 hours.