The Arts - orchestras, theaters, operas, ballets, museums - have traditionally been considered the cultural bedrock of our society. How do they stay relevant in the digital, technology driven, social media obsessed world where there are so many entertainment and recreational options? How do they best communicate to the public the unique experiences and opportunities they offer? More people find out about events by browsing the Internet then they do from word of mouth or ads. Social media is not to be feared but embraced---it is a natural partner for the arts, providing a new canvas on which your organization can present itself to the public. The creative types just need to ply their trades and get creative. Here are some tips to get started.
1) Facebook should be center stage of your marketing strategy
Over 80% of U.S. Internet users have a Facebook account (57% of users 50-65) and more than half of users log in daily. One of out every 5 seconds on a smartphone is spent on Facebook; using the correct tools, Facebook campaigns can deliver ROIs from 100% to over 1000%.
2) Instagram is a rising star
Considered the fastest growing medium, 63% of Internet users have Instagram. This is also where your target audience likely is going to be reached. It needs to be a part of your marketing strategy. Make sure to utilize not only pictures on your page but also videos, Instagram stories, Instagram lives and all that the app entails.
3) What about the money honey
The print media of the past is not as effective or cost effective as social media and should be scaled back accordingly. Your organization should commit at least 50% of its marketing budget to Facebook advertising and digital content creation.
4) It’s quality and quantity content
Creating compelling content is a challenge for arts organizations. Try and aim for the 30/70 rule when creating engaging content. This means 70% of your posts should be what your users want to see---educational, informative, and entertaining, and 30% of what the organization wants—to promote and advertise your offerings. The content must resonate with your users and be visually interesting while also being succinct. Wordy posts are no good.
5) Visual is good, video is divine
Let’s face it, everyone is on their phone all day and the chances are very high that they are watching videos. In a typical day, 98% of 18 to 34 year olds report using smartphones to watch video and performing arts ticket buyers watch 5 million You Tube videos every month. More than half of U.S. users who visit Facebook daily watch at least one video. More than half of You Tube views and 2/3 of Facebook video views are on a mobile device. Another compelling statistic: 26% of people reported online video as most influential in impacting their likelihood to go to a performance.
StrategyNest is lucky enough to be in the center of a growing arts society in Hamilton and Boone county of Indiana. If you are an arts organization looking to step up your digital marketing and boost your ticket sales or online presence, call us today.