Live music festivals, as a significant aspect of modern cultural and social movements, face increasing global competition. To succeed year after year, these festivals must cultivate a loyal attendee base. However, communicating with their audience can be a challenging task. This study aims to assist festival organizers in effectively using social media advertising to raise awareness and increase engagement among their audiences. The research was conducted using a systematic literature review following the PRISMA guidelines, examining 13 studies published within the last five years. The results suggest that festival organizers must understand their audience to craft effective communication strategies, using appropriate channels and content. Authentic, viral content boosts visibility, ticket sales, and brand loyalty. This paper presents managerial implications, noting that the role of personalized social media advertising is still underrepresented in the scientific literature. The authors outline directions for future research to address this gap.