Music festivals are a hot topic online. Celebrities perform and crowd at Coachella while the South East caravans to Bonnaroo every June. No matter what event is happening, there is constant competition for getting the biggest turnout than other music festivals. Are you a part of a marketing team for an upcoming music festival? Then this list will guide you on how to market to the appropriate audiences for the appropriate social media site.

1. Facebook

If you know anyone from Gen-Z, they will describe to you that it is the new MySpace. However, Facebook is still being used by almost three million people across the globe. The great thing about music festivals is that the age group of those that attend is very broad. A lot of festival goers average thirty years of age, so the target market for music festival attendees is perfect for Facebook (Grate, Rachel). The highest group that is on Facebook happens to be 25-34 year old women. If festival goers are searching for tickets, news, or festival outfits on Facebook, your campaign should be a part of their algorithm. To get onto their algorithms, your edgerank must be high. To gain attraction and interaction of your advertisements, definitely post videos. Having videos in users news feed will offer you more traction. For example, this video for okeechobee Music Festival advertises their festival in an alluring yet interactive way.

2. TikTok

TikTok has been rising since 2019, receiving new users every day. In fact, “one billion active users spread across 154 countries make TikTok one of the most popular social media platforms as of 2022” (Ruby, Daniel). This being said, there is a lot of potential for your campaign if you go through with this social media application. Using the creator tools within the TikTok settings, you can promote any video. If you post an in-feed ad, this will provide the most traction. Original content tends to get the most views from users. Ways you can create an advertisement is showing off the product with a trending sound. The sound will make your post more likely to appear on others for you pages. Also, the trending sound can connect a younger user to your product better. Definitely use TikTok to advertise to a younger audience if that is your target market! Even if you have an older audience you are trying to reach, there are so many different communities on TikTok. For example, there is a rave community that uses the same hashtags, sounds, and topics. Reaching this audience would be vital for marketing your music festival.

3. Instagram

Each month, about two billion users are active on the media sharing app, Instagram. Instagram has advanced immensely, making it a perfect spot for marketing your festival. Videos, reels, and even stories were introduced to the app, leaving creators to do what they please with all these new features. What better to do than make revenue and promote businesses? Using stories to promote your company is helpful because you can link websites to take the viewer straight to the platform you are advertising. Also, over five hundred million users share instagram stories with their followers every single day. The opportunity for reach and getting your brand out there is ginormous. Although you can post original content, you can also pay for placing advertisements through Meta Business Manager. Paying for your advertisements to present itself in other people’s feed boosts the chances of people viewing your ad.

No matter which app you use to promote your music festival, there are certain guidelines and facts to remember. Appealing to all audiences or a younger one will be very effective on TikTok. Meanwhile, older audiences have more of a hold on Facebook. Whichever social media you decide on, just ensure you are targeting the right audience.

References:

Grate, Rachel. “Festival Demographics and Insights – Eventbrite.” Eventbrite Blog, 14 May 2022, https://www.eventbrite.com/blog/music-festival-demographics-ds00/.

Ruby, Daniel. “35+ Tiktok User Statistics: How Many TikTok Users Are There in 2022?” Demandsage, 16 Nov. 2022, https://www.demandsage.com/tiktok-user-statistics/#:~:text=Privacy%20Policy-,35%2B%20TikTok%20User%20Statistics%3A%20How%20many%20TikTok,Users%20Are%20There%20In%202022%3F&text=One%20billion%20active%20users%20spread,media%20platforms%20as%20of%202022.