Cross-promotion

A reciprocal arrangement where two parties each put the other in front of their own audience. In event practice the everyday forms are tagging a guest so the post lands in their followers’ feeds, asking a speaker or performer to share the announcement, co-authoring a post so it appears natively in both accounts, and letting a sponsor amplify the event through their channels. The framing matters: it is a trade, not a favour asked, which is why it survives past one event. Sponsor amplification is the one place where sponsor-facing and community-facing work overlap cleanly, because a brand sharing your post is reach, not a pitch sitting inside your copy.

Source: The clearest published version is TEDx’s, which tells organisers to tag speakers’ and sponsors’ accounts, to ask speakers with a social presence to cross-promote the event, and to use collaborative posts on Instagram, TikTok and Facebook to co-author into another account’s audience (TEDx Organizer Guide, social media). The promotion-timeline literature names sponsor channels amplifying the event as a distinct pre-event tactic (EventsAir, event promotion timeline).

First used in: 2.3 · Community-facing marketing.