The concert market in 2024 looks to be strong and stable, setting up promoters to have another exciting year delivering unforgettable shows. Correlating with heavy ticket demand, fans are flocking to their favorite social media outlets to link up with other enthusiasts, buy swag, and make plans to be a part of the next event. Promoters who can stay in touch with the biggest fans will be able to make sure every show reaches its potential.
To make that connection with fans, utilizing the right social channels is paramount to success in concert promotion. Although concert promoters don’t need to master them all, having an effective social media presence is the key to turning fervor into increased ticket sales and revenue. With an efficient process and an eye on developing trends, promoters can improve their reach and flourish in the digital spaces that drive concert enthusiasm.
Concert promotion and social media: connecting with the biggest fans
A band’s strongest supporters should be easy to find. Today’s fans are eager to express their enthusiasm on their socials, creating a valuable resource for concert promoters. But how do you turn individual excitement into buzz and enhanced ticket sales? The key is to guide interactions that will help you connect with fans and improve the outlook for a big show. Check out the following tips for enhancing those connections.
Countdowns and teasers
Fans want something to look forward to, and a simple countdown clock can be all you need to get the ball rolling. Countdowns are easy to add and can quickly get everyone on board with an upcoming show. More importantly, fans have a direct incentive to prepare for the event, knowing that the window to score great seats is closing. On the same virtual page as a countdown or event teaser, make sure fans have an easy way to buy both tickets and merchandise.
The crucial art of storytelling
Every band has a story to tell, and fans want to know as much about the artists as possible. This connection is critical for all artists, but it’s especially important for lesser known bands looking to expand their field of influence. Savvy concert promoters will do everything they can to amplify the narrative on social media channels, increasing fan engagement by enhancing their connection to the band.
To improve your chances of success, it’s important to understand how the band sees themselves. Make sure you do your research and align your storytelling efforts with the artist’s POV. Offering a succinct story on the right social channels will then give fans something to share with other prospective ticket buyers.
Storytelling also should extend to the fans themselves. The platforms you use should make it easy to collaborate with fans and highlight the experiences of audience members. Epic fan photos and videos from past shows offer some of the best (and most organic) marketing in all of concert promotion.
Working with influencers
There are many ways to work with influencers on social media, so look for the types of promotion that fit the business. Instead of the basic forms of influencer marketing (e.g., product placement), promoters often collaborate on giveaways before a concert. The right influencer will be happy to participate in merchandise giveaways, which can lead to a spike in enthusiasm at the right moment.
Alongside merch giveaways, influencers can also be excellent guides for contests and pre-event parties. Anything that incentivizes fans to engage is valuable to a concert promotion business, and influencers can offer some of the most valuable partnerships in live music. To find the right influencers, it’s important to cultivate your network and always be on the lookout for a great partner who has sway with your target demo.
The best social media outlets for concert promotion
Once you have social media goals, using the right platforms will help you reach those goals and maintain a fully engaged audience. Some of the social media heavyweights in live music include:
Facebook and Instagram
Social media giant Facebook has overcome a few hiccups and re-established itself as a dominant player in the space. With user engagement numbers back on the rise, Facebook is simply impossible to ignore. Promoters should (at minimum) be able to utilize basic tools like Facebook Events, which offers an easy-to-use digital space that can be customized to fit the show. Even though there are platforms that are better at catering to music fans, Facebook is an essential foundation for nearly every demographic.
The reacceleration in Facebook has also translated into a boost for Instagram. The basic form of the platform is perfect for sharing concert/artist photos, but Instagram also continues to add to its main features. Instagram Broadcast Channel has created a user-friendly space for artists to pass along critical information to fans.
Artists of all scales are using the new tool to show behind-the-scenes footage and create buzz around upcoming concerts. Most importantly, it taps the reach of regular Instagram and makes it easy for fans to take actionable steps like buying tickets, merchandise, and albums.
Spotify for Artists has made it very easy for bands to get their music directly into the hands of fans. Musicians are able to make personalized connections with their biggest fans and expand their base. They can also track fan engagement with real-time data analytics, providing a stream of useful information that can help managers understand the target audience. The reason Spotify now has more than ten times the Premium subscribers it did a decade ago is because of its reputation as an industry leader.
For concert promoters, Spotify is an outstanding resource for building excitement before a show. Spotify playlists can help reach new fans while maintaining enthusiasm with established ones. Even if you find a platform that is a better fit for your niche, Spotify is a strong ally in the world of concert promotion.
Amplify is another musician-friendly platform that has some superb features. Musicians and other personnel can store all social media links alongside bios, media, and concert information. Amplify makes it easy to facilitate ticket sales and also encourages artists to build their email lists, linking them to the cores of their fan bases.
TikTok and YouTube
Video is essential in today’s music marketing, and both TikTok and YouTube are outstanding at delivering fan-generated content. TikTok is a go-to for fans, musicians, and influencers, which is why promoters have to at least be attuned to its features. The short-form videos on TikTok are ideally suited for sharing, delivering exciting blips of past concerts and a band’s song catalog.
On YouTube, the fan perspective is on full display as audiences share their best concert footage. Fans engage with professional footage as well as unique fan angles, collaborating into a platform that connects with all demos and interests. Scouting YouTube is a must in concert promotion, as any concert can seem larger than life with the right YouTube video.
One of the key elements of concert promotion is the willingness to change with the times and adjust to shifting fan interests. The platforms above represent the most widely used resources, but promoters should keep an open mind about others as well.
Artist-driven platforms like Canva, HubSpot, ReverbNation, and more are worth checking out, as each has a robust collection of artists and fans. Working with a social media expert who can stay on top of new trends can also be a helpful way to see where fans currently are and anticipate where they are going.
Finding your own niche on social media
Social media can be fun and engaging but also bewildering, leading some concert promoters to struggle when trying to connect with fans. Being proficient on the biggest platforms while keeping an eye on the smaller ones will help any pro hone in on the right strategy.
At Prism, our music management platform excels at creating a more efficient way to promote and manage concerts of any size. By automating bookkeeping and delivering real-time analytical data, Prism helps promoters focus on building the best possible social media campaigns. Connect with our team for more on how an industry-leading platform can boost your promotion business.