Channels that sell tickets
Event page, newsletter, social media, partners and your own website: what each channel does, which rules apply and how to measure what sells.
Updated October 7, 2026
Overview
Likes don't sell tickets, links do. This guide goes through the channels events in Austria sell their tickets through, and shows how to see what each one brings in. The order is deliberate: the first channels cost you nothing but time.
One link for everything
Every event has a public event page where guests buy tickets. That's the link you share everywhere: in your bio, in the newsletter, as a QR code on the poster. Don't send anyone on a detour through another page; every click in between costs sales.
Newsletter
The newsletter reaches people who have been to your events before, and they're the most likely to buy again.
In Austria, advertising by email or text message needs the recipient's prior consent (§ 174(3) TKG 2021, the telecommunications act). The exception for your own customers in § 174(4) is narrow: you got the address through a sale, you're advertising your own similar offers, the person could refuse this when you collected the address and can refuse it free of charge with every message, and they haven't refused it beforehand, for example through the RTR's ECG list (Austria's opt-out register for advertising email). All four conditions have to be met together. Consent is the clearest basis. Don't write to bought or scraped address lists.
Social media
- Your own posts and stories carry the announcements. Plan them along your launch timeline, not on the spur of the moment.
- The artists often reach more people than you do. Give them an image, a text and their own link, and they're more likely to share.
- Paid ads usually pay off only once your own channels are running. Set a weekly budget and measure purchases, not reach.
If you pay someone for a post, it has to be recognizable as advertising. Content presented as editorial that you paid for, without that being clear, is always an unfair practice (UWG, annex item 11). In periodical media, § 26 of the Media Act (MedienG) requires paid content to be labeled “Anzeige”, “entgeltliche Einschaltung” or “Werbung” (advertisement). Use the platform's label for paid partnerships, and when in doubt, say it in the post too.
Partners and artists
Friendly collectives, the venue, associations and the artists each have their own audience. Give every partner their own link and, if you want to offer them something, their own code. That way you see who sold how much, and you can take it into account for the next event.
Your own website
If you have a website, build ticket sales into it instead of only linking out. Guests then buy without leaving the page.
Local and offline
- Event listings in city magazines, municipal calendars and scene platforms are free and get read. Add your event early.
- Posters and flyers work mostly locally. A QR code leads straight to the event page. Ask first where you're allowed to put posters up.
- The venue has its own channels: its program, its website, its notice board.
Measure what sells
After each wave, check where the purchases came from. A channel that brings plenty of clicks but hardly any purchases gets less of your time next event. Compare channels by purchases, not by reach.
With Gathermatter
- Codes as links: if you append a code to the event page as
?code=, it's active as soon as the page opens. Codes give a discount or unlock hidden tickets. See Sell your first tickets. - Artist codes: every booked artist gets an friends discount code. You set the friends list discount once for all artist codes of the event. See Planning the program and booking artists.
- Newsletter: buyers can agree to the newsletter at checkout, and the consent is stored with its date.
- Embeds: you create the ticket shop for your website in the event under Sell › Embed the ticket shop, or under Settings › Embeds. Embeds come with Pro.