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Creating engaging content for your auction

Crafting engaging copy and collateral is key to promoting your auction. This article covers essential tips and content ideas to help you get started when creating effective marketing content.

Key Considerations

 

1. Know your audience: who are you pitching the auction to?

Knowing who your audience is and in particular, what their awareness level is, is one of the most important considerations when marketing an auction. Is this your mailing list that have already bought from you before? Is this a social media ad trying to reach brand new listeners? Tailor your wording depending on the answer. 

 

2. Know your channel: what marketing channel is this content optimised for?

Different social media channels accommodate different types of content, including static images and video-based content in a variety of dimensions. Ensure you plan what each channel will allow into your planning, to avoid awkward cropping or illegible text. 


Much of the content you create can be used across multiple channels, with only a few amendments needed. 


Pro Tip: Not sure where to start? Have a look to see what type of content similar companies are posting on that channel. 

 

3. Create a schedule

Creating a marketing schedule ahead of the auction allows you to plan for important dates (e.g. auction launch and close) and ensures you are posting consistently across various channels. 


Content Suggestions


1. Launch Post; let your followers know that the online auction is live and ready for bidding.

2. Creator Spotlight; focus on the creator of an auction lot, with a headshot, bio and/or interview.

3. Lot Spotlight; focus on an auction lot, highlighting its unique qualities.

Pro Tip: include a video alongside static imagery, to showcase the lot item from a different perspective

 

4. Cause Spotlight; let your audience know what you’re raising money for, particularly if this is a charity auction or an online fundraiser. This can include specifics such as which branch of a charity the money will be supporting, or facts like £100 will be able to do xx.

5. Pre-event Post; if you’re doing an event alongside your auction, create a separate post letting people know the details and how to book tickets/RSVP

6. Post-event Post; share photographs from the event

7. Closing Post; remind your followers that the auction is closing soon and that it’s their last chance to bid

8. Thank you post; after the auction closes announce the final figures and say thank you to everyone who bid in the auction and the auction partners/ambassadors/sponsors who helped make it possible

Pro tip: Always include a ‘Call to action’ (CTA) in every marketing communication, e.g. ‘Bid Now via the auction platform’.


Pro Tip: Use a free link shortener (Tiny URL or Bitly) in order to keep your link concise and your character count down in your copy. For more information view our article on the best free URL shorteners.