Guide for Participants and Float Holders
This guide gives practical guidance, social media tips, sample posts and imagery to help those taking part share their story.
How to use this guide
Jump straight to the section you need:
- Why share your story - the audience Show day delivers
- When to post - before, on and after Show day
- Ten ideas for your content - simple ways to bring your followers along
- Spread the word - sample posts, tags, hashtags and images you can use
- Sharing safely - permissions, safeguarding and editorial boundaries
- Contacts - who to talk to
Why share your story
- Show day puts your organisation in front of crowds of nearly a quarter of a million on the streets of the City and more than a million viewers on BBC One.
- Social media views of the Show reached 1.3 million in 2025, up 200% on the year before.
- 2026 marks 100 years since the BBC first broadcast the Show, making this a landmark year to be part of.
- We reshare the best participant content across the Show's channels, so your story can reach well beyond your own followers.
When to post
Your story has three chapters. The build-up is where you have the most to share.
- Build-up, now to Friday 13 November: float builds, rehearsals, preparation and the people taking part. Post regularly and share our countdown posts.
- Show day, Saturday 14 November: share Stories from the early start and the line-up before the procession leaves Mansion House at 11am. Ask a colleague or supporter in the crowd to capture you on the route, then post your best photos and video once you've finished.
- Afterwards, from Sunday 15 November: a thank-you post or highlights reel. This is often the best-performing content of the whole campaign.
Full times are in the official Lord Mayor's Show timetable.
Ten ideas for your content
- Announce you're taking part. Tell your followers early, and keep telling them.
- Show the build. A float taking shape makes a great time-lapse or before-and-after.
- Capture the preparation. Rehearsals, brass being polished, horses groomed, uniforms pressed, costumes fitted.
- Introduce your people. Who's marching, riding or playing, and why it matters to them.
- Celebrate firsts and veterans. A first-timer's nerves, or someone on their 20th Show.
- Tell your story. What your organisation does, and why you're part of one of the City's oldest traditions.
- Share our build-up posts. We'll post the countdown and behind-the-scenes moments, including the Golden State Coach's overnight rehearsal. Share them with your followers and add a line about your own preparations.
- Go behind the scenes on the day. Use Stories for the early start and the line-up before you set off.
- Tag us so we can reshare. Tag @lordmayorsshow and use #LordMayorsShow on every post.
- Say thank you. A thank-you post or highlights reel the day after keeps the moment going.
Spread the word - sample posts
Copy these posts, swap in your details where shown in [brackets] and pair each one with a photo or video. They are written for Instagram and Facebook, and are a starting point, so adapt them to sound like you.
Before Show day
We're taking part
We're in the Lord Mayor's Show! 🐴
On Saturday 14 November, [organisation] joins 6,500 participants in one of the world's oldest civic processions, right in the heart of the City of London.
It's free, it's spectacular, and it's live on BBC One. Come and wave us by.
📅 Saturday 14 November | 11am-2.30pm | 📍 City of London
@lordmayorsshow #LordMayorsShow #SoulOfLondon
Behind the scenes
It's coming together. 🛠️
[Our float is taking shape / Rehearsals are in full swing / The brass is getting a polish] ahead of the Lord Mayor's Show on Saturday 14 November.
[X] weeks to go. We can't wait to show you the finished result.
@lordmayorsshow #LordMayorsShow #SoulOfLondon
Meet the team
Meet [name], who'll be [marching / riding / playing / on our float] at this year's Lord Mayor's Show. 👋
"[A line from them about why they're taking part.]"
Look out for [them / us] on Saturday 14 November.
@lordmayorsshow #LordMayorsShow #SoulOfLondon
The Golden State Coach (share alongside our post)
Spotted in the City last night. ✨
The Golden State Coach has had its final rehearsal ahead of the Lord Mayor's Show on Saturday 14 November. We're putting the finishing touches to [our float / our uniforms / our routine] too.
See you on the route.
@lordmayorsshow #LordMayorsShow #SoulOfLondon
Countdown
One week to go. 🐴
Next Saturday, we're taking to the streets of the City for the Lord Mayor's Show. Find a spot on the route, bring the family, and give us a wave.
Route and timings: lordmayorsshow.london
@lordmayorsshow #LordMayorsShow #SoulOfLondon
On the day
We're here (for Stories, before you set off)
Early start, big day. ☕🐴
We're lined up and ready for the #LordMayorsShow. Watch out for us on the route, or catch us live on BBC One.
@lordmayorsshow #SoulOfLondon
Today's the day (post before you set off)
Today's the day! 🎉
[Organisation] is taking part in the #LordMayorsShow. The procession leaves Mansion House at 11am, so look out for us and give us a wave. Watching at home? It's live on BBC One from 10.45am.
Tag us in your photos.
@lordmayorsshow #SoulOfLondon
After the Show
Thank you
What a day. Thank you. 🐴✨
To everyone who marched, built, rehearsed, cheered and waved: thank you for making our Lord Mayor's Show one to remember.
[Add a line about your highlight.]
@lordmayorsshow #LordMayorsShow #SoulOfLondon #CityOfLondon
See you next year
Same time next year? 🐴📅
The Lord Mayor's Show returns on Saturday 13 November 2027, and we hope to be back.
Thank you for being part of this year's Show.
@lordmayorsshow #LordMayorsShow #SoulOfLondon #CityOfLondon
For LinkedIn
We're proud to be taking part in the Lord Mayor's Show on Saturday 14 November.
[Organisation] joins 6,500 participants in one of the world's oldest civic processions, watched by crowds of nearly a quarter of a million on the streets of the City and live on BBC One.
[One or two lines on why you're taking part and what it means to your organisation.]
#LordMayorsShow #SoulOfLondon #CityOfLondon
- Tag and hashtag: @lordmayorsshow and #LordMayorsShow on every post. All our channels and hashtags are in the toolkit.
- Images: official photos and video you can use are in the social media toolkit. Please credit "Lord Mayor's Show".
- More posts: see all the sample posts in the toolkit.
Sharing safely
- Ask before featuring anyone in close-up, and get consent from a parent or guardian before posting an identifiable photo or video of a child.
- Tell anyone you feature how their image will be used (social media, website or print) and how they'll be credited.
- If you're posting on behalf of an organisation, follow your own data protection and safeguarding policies.
- Don't share security details such as assembly areas or marshalling arrangements.
- No political content, and no commercial promotion unrelated to the Show.
- Planning a giveaway, interview or filming? Tell us first at socialmedia@cityoflondon.gov.uk.
Contacts
We welcome feedback and any suggestions that help us support everybody who makes the Show what it is: email socialmedia@cityoflondon.gov.uk
- Parade participation: participation@lordmayorsshow.london
- Event information: lordmayorsshow.london
The Show has been part of London life for over 800 years. Thank you for being part of it this year.