How to Promote Your Luma Event on LinkedIn (The Attendee Advocacy Playbook)

You've set up your event on Luma. Registrations are coming in. Confirmation emails are going out. But then what?

For most event organizers, the answer is: nothing. The registrant gets a confirmation, maybe adds it to their calendar, and that's the end of the interaction until event day.

That's a massive missed opportunity. Every person who registers has a LinkedIn network averaging 500+ professional connections — people who share similar interests, work in the same industry, and are likely candidates for your event. If even 20% of your registrants shared that they're attending, you'd reach tens of thousands of qualified prospects for free.

This is attendee advocacy: turning your existing registrants into organic promoters. And with the right setup, it happens automatically.

Why LinkedIn Is the Highest-ROI Channel for B2B Event Promotion

If your event targets professionals — conferences, summits, industry meetups, networking events — LinkedIn is where your audience lives.

The numbers make the case:

• LinkedIn has 1 billion+ members, with 65+ million decision-makers
• Professional content shared by peers gets 8x more engagement than content shared by brands
• Event recommendations from connections are trusted far more than paid ads

The challenge has always been getting registrants to actually share. Manual outreach is slow. Email blasts get ignored. Social media reminders feel desperate.

The solution is automated attendee advocacy: a system that invites every new registrant to share a branded "I'm attending" card on LinkedIn, without any manual work from your team.

For a deeper dive into LinkedIn as an event marketing channel, see our LinkedIn event marketing guide and LinkedIn event promotion playbook.

What Is Attendee Advocacy (and Why Does It Work)?

Attendee advocacy is the practice of empowering your event attendees to promote your event to their own networks. Instead of your brand shouting into the void, your attendees are sharing personalized, authentic endorsements with people who trust them.

Why it converts so well:

• Trust signal — "My colleague is attending" is more persuasive than any ad
• Targeted reach — Attendees' networks are professionally relevant by definition
• Zero ad spend — Every share is free organic reach
• Compounding effect — Each new registrant who shares creates another wave of exposure

The typical attendee advocacy funnel looks like this:

1. Someone registers for your event
2. They receive an invitation to share a branded card on LinkedIn
3. They share with one click (no friction)
4. Their 500+ connections see the event
5. A percentage of those connections register
6. Those new registrants also get invited to share
7. The cycle repeats

For a comprehensive look at how advocacy works, read our complete guide to attendee advocacy and deep dive into advocacy mechanics.

How to Set Up Luma + Attendir (Step by Step)

Attendir has a native Luma integration that automates the entire advocacy workflow. Here's how to set it up:

Step 1: Get Your Luma API Key

Log into your Luma account and navigate to Settings > Developer > API Keys. Generate a new API key and copy it. This is the only credential you'll need.

Step 2: Connect Luma in Attendir

From your Attendir dashboard, go to Integrations > Luma and paste your API key. Attendir validates the connection instantly — you'll see a green "Connected" status within seconds.

Step 3: Import Your Event

Once connected, all your Luma events appear in Attendir. Click "Import" on any event, and Attendir pulls in the event name, description, dates, location, and cover image automatically. No manual data entry.

You can import events that are already live and accepting registrations — you don't need to set this up before your event launches.

Step 4: Create a Sharing Campaign

Set up your sharing campaign with your brand colors, logo, and custom share message. This is the card your registrants will share on LinkedIn. Most organizers have this ready in under 5 minutes.

Step 5: Enable Auto-Email

This is where the magic happens. Toggle on "Auto-email new Luma registrants" in your campaign settings. Attendir registers a webhook with Luma so that every time someone registers, they automatically receive a personalized email inviting them to share the event on LinkedIn.

Step 6: Watch the Shares Roll In

Once enabled, the system runs on autopilot. Track shares, impressions, and engagement in real time from your Attendir dashboard.

Learn more about the integration on our Luma integration page.

How Auto-Email Webhooks Work (Plain English)

The technical flow is simple, but powerful:

1. Someone registers on your Luma event page (your existing registration flow stays exactly the same)
2. Luma fires a webhook — a real-time notification that a new registration was placed
3. Attendir receives the webhook and extracts the registrant details (name, email) from the event
4. Attendir sends a personalized email to the registrant with a link to share a branded LinkedIn card
5. The registrant clicks the link, connects their LinkedIn account (one-time OAuth), and shares with one click

The entire process — from registration to LinkedIn share — can happen in under 2 minutes, with zero manual intervention from your team.

The Math: What 500 Luma Registrants Can Generate

Let's run the numbers for a typical B2B event with 500 Luma registrations:

That's 40+ additional registrations from a system that runs on autopilot. No ad spend. No manual outreach. Just your registrants sharing with their professional network.

Compare that to LinkedIn Ads, where the average cost-per-click for event promotion runs €3-8. Those 400 clicks would cost €1,200-3,200 in ad spend — and they'd convert at a lower rate because they're ads, not peer recommendations.

Want to calculate the ROI for your specific event? Try our ROI calculator.

Tips for Maximizing Share Rates

Getting the system set up is the first step. Here are tactics to push share rates from 15-20% toward 30%+:

1. Time the Email Right

The best moment to ask someone to share is immediately after they register, when excitement is highest. Attendir's webhook system sends the email within minutes of registration — this timing is built in and automatic.

2. Make the Share Card Irresistible

Your share card is what appears on LinkedIn. Make it count:

• Use your event's strongest visual — the card should stop the scroll
• Keep the text short — "I'm attending [Event Name]" with a clear date and location
• Include your brand colors — consistency builds recognition

3. Write Share Copy That Feels Personal

The LinkedIn post text that accompanies the card should feel like something the registrant would naturally write — not corporate marketing speak. Think "Excited to attend [Event]" not "Don't miss this incredible opportunity."

4. A/B Test Everything

Run multiple campaigns with different share card designs and copy. Small changes in the card visual or share text can significantly impact share rates. Track which version drives more shares and double down.

5. Make Sharing the Path of Least Resistance

Attendir's one-click sharing flow is designed for zero friction. The registrant connects LinkedIn once, then shares with a single tap. Don't add extra steps, forms, or questions between the email and the share.

For more on driving social proof and shares, see our guide on increasing event registrations with social proof.

Luma + Eventbrite? Use Both

If you run events on both Luma and Eventbrite, Attendir has native integrations for both platforms. Connect each one separately, import events from either platform, and run sharing campaigns across all your events from a single dashboard. See the Eventbrite integration for details.

Getting Started

Setting up Luma + Attendir takes less than 10 minutes:

1. Start your free 7-day trial (no credit card required)
2. Connect your Luma account with an API key
3. Import your event
4. Enable auto-email
5. Watch your registrants become promoters

Every Attendir plan includes the Luma integration. The Lite plan starts at €390/month for 1 event and 50 shares/month. The Unlimited plan at €990/month removes all caps. See full pricing.

Your registrants are already excited about your event. Give them the easiest possible way to tell their network — and let the math do the rest.