Industry News

Facebook partnership with Eventbrite now live in Australia

Facebook users in Australia can now buy tickets without having to leave the platform after the social media giant linked up with Eventbrite.

Eventbrite said last month that its ground-breaking partnership with Facebook, which is already available in the UK and US, has helped event organisers to double ticket sales.

According to Cim News Magazine, events published through Facebook pages in the US are driving two times more ticket sales and registrations than events that redirected out of Facebook to a ticketing page.

“Facebook’s apps are some of the most-used in the world, and meeting consumers where they are already spending a significant amount of their time online is vital for providing a seamless user experience,” said Eventbrite Australia general manager Phil Silverstone.

“By introducing a distributed commerce model into Australia’s ticketing landscape, Eventbrite is marking a line in the sand that signals a fundamental shift in the industry.

“We’re bringing an openness to the market that puts the customer at its core: we’re helping event organisers sell more tickets by making them available to purchase where their audiences already are.”

The company said that 500,000 events have been published to Facebook since it began its distributed commerce strategy, which was trialled in the US last year, and a surge in sales has been evident.

“With less hoops for consumers to jump through when buying a ticket  — multiple pages, new windows and forms to fill in —  people are far less likely to abandon their order, reducing drop-off and increasing organiser revenue,” a Facebook spokesperson said.

In addition, Eventbrite has recently partnered with Spotify, the music streaming service, to integrate and promote its concerts and music festival tickets.

With the new integration, Spotify listeners can complete their ticket purchase on Eventbrite in two quick taps.

According to Eventbrite, every additional step costs 10 per cent in conversion on average, and with this checkout method, the company expects to reduce overall drop-off and dramatically increase ticket sales for artists and promoters.