The present research deals with the challenge posed by the use of 2.0 events in the creation and development of tourist brands. Given the importance of the video format in the digital narratives featuring 2.0 communication, the focus of this study is on the use impact of this format on 2.0 events communication. The research method, which is descriptive, consists of a quantitative analysis of all the publications related to events that have been spread through Facebook and Twitter profiles of the Spanish World Heritage Sites categorized as cultural ones. The dissemination of events, the format of the corresponding publication and the users’ interaction (both globally and in different formats) are analyzed and evaluated. Results reveal the incipient integration of 2.0 events and a scarce use of videos in both social networks. Finally, the results from Facebook confirm the influence of this format in users’ interaction, which does not apply to Twitter. In this respect, the nature of each social network and therefore different users’ expectations need to be taken into account when integrating them in tourist communication strategies.