August 02, 2016
The world of social media is well and truly here to stay, and it’s an extremely important tool to promoting your events and pushing ticket sales. With so many options it can all be a bit overwhelming at times, so we thought we’d pick the brain of Digital & Social Media strategist Aria Alagha to break it down so you can get the most out of your social platforms.
Which festivals have you worked on to bring some context to our readers?
I’ve been working in digital/social for 6 years now and have worked with multiple festivals including Parklife, Wilderness, Lovebox, Citadel, The Great Escape, LeeFest, Somersault Festival and Global Gathering.
For promoters who have relatively new festivals and need to build their online community, which platforms do you see as the most beneficial?
Facebook is the biggest platform and the advertising system is really good. In terms of actually spending advertising budget on a social platform, I’d say this is the place to do so. I have seen the highest conversion to ticket sales through Facebook.
If you have a small online community and need to engage more on a more personal level, Twitter is great for this. Make sure you’re engaging with the bands/acts on your line-up and show them some love by sharing their music or content to your followers. If you show enough support then you’ll likely get the band retweeting you which is only going to bring in more interest for your event. In terms of spending money, I just don’t really go there Twitter advertising. Your money is better off with Facebook which has much better targeting.
Instagram is also a great brand builder and allows you to showcase pretty imagery from your event but I haven’t seen a great deal of ticket sales coming from this platform. Use it as a platform to develop a strong brand identity for your event.
What are the festivals you’ve worked on that really utilise social media well, and are great examples for our audience to look into for inspiration?
Wilderness is amazing for lots of different reasons. We tested a lot of imagery on Facebook a few years ago to find out how the different photos worked on different demographics. From band shots, to crowd shots, to scenic shots of the festival. We then let these results dictate the photography brief for the following year and so on. We now have an amazing gallery of images that work with our audience and the results speak for themselves.
Lovebox in another interesting example as I actually believe that they should have more followers on Instagram, but they refuse to play the numbers game and focus more on their brand consistency which is admirable. They never veer from this brand message just to gain a few more likes and have built a highly reputable brand image because of this.
Stay tuned for Part 2 from Aria next week where we discover some useful tips on creating engaging content and some common mistakes to avoid.
About Aria Alagha
Aria has always had a passion for music and helping artists connect with each other through the internet. After studying Ethnomusicology (the study of non-Western music), he landed a job at a youth marketing agency who were working with various music clients. This was at a time when labels didn’t really understand social media and Facebook was just opening up its advertising channels. Aria paved his way in becoming the go-to social media expert and is today an expert in selling tickets via social to some of the most successful festivals in the UK including Lovebox, Wilderness, and The Great Escape.