Four years ago, TikTok, then a virtually unknown app in the US, took the world by storm. As TikTok and other social media platforms evolve, the Arts and Entertainment industry has learned that with tech changing at a rapid pace, audience expectations have as well. Traditional marketing is now complemented by dynamic, interactive content strategies that capture attention and drive meaningful engagement.
Consider Shen Yun, a US-based non-profit performing arts company. When it needed a campaign to drive awareness for an upcoming dance performance, the company partnered with us at the Hearst StoryStudio. We used engaging video footage, photography, and pull quotes in a High-Impact Layout to capture reader attention, educate them on the history surrounding this unique performance, and drove ticket sales.
As entertainment brands compete for visibility in an increasingly crowded digital space, the right content strategy can make the difference between viral success and digital obscurity. Our campaign for Shen Yun achieved notable success, with 13,000 engagements, over 2 million impressions, and the average session duration on the story was 7 minutes 32 seconds leading to hundreds of outbound link clicks to the Shen Yun ticket site.
How did we do it? Through a combination of content strategies that can help your arts and entertainment brand create content that not only reaches your target audience but actively engages them in meaningful ways.
Leverage Behind-the-Scenes Content
Modern audiences crave authenticity and connection with their favorite entertainment brands. Behind-the-scenes content satisfies this desire by pulling back the curtain on your creative process. Whether it's a time-lapse of stage setup, candid rehearsal moments, or informal interviews with performers, BTS content humanizes your brand and creates an emotional connection with your audience.
Consider creating a series of "day-in-the-life" reels or photo diaries that showcase the dedication and artistry behind your productions. This approach not only builds anticipation for upcoming events but also helps audiences appreciate the complexity and skill involved in your work.
Partner with Industry Influencers
Strategic influencer partnerships can amplify your reach and lend credibility to your brand. The key is identifying influencers who authentically align with your artistic vision and audience demographics. Audience size matters, but for engagement that drives results, look beyond follower counts to find partners whose content style and audience engagement patterns match your brand's objectives.
Consider collaborating with respected critics, established performers, or emerging artists who can offer fresh perspectives on your content. These partnerships can take various forms, from takeovers of your social media accounts to collaborative creative projects that showcase both parties' strengths.
Maximize User-Generated Content (UGC)
Audience participation is huge. Your audience can be a powerful asset. UGC not only provides authentic promotional material but also builds community around your brand. Implement branded hashtags for events and encourage attendees to share their experiences across social platforms.
Launch creative challenges that inspire audience participation, such as fan art contests or performance recreations. This approach not only generates engaging content but also creates a sense of ownership and connection among your audience members. UGC extends the lifespan of your performance; the longer your audience is posting, recreating or discussing your art, the larger impression your performance leaves.
Interactive and Immersive Content
Transform passive viewers into active participants through interactive content experiences. Leverage platform-specific features like polls and quizzes to gather audience feedback and preferences. Create virtual tours of venues or exhibition spaces that allow audiences to explore at their own pace.
Interactive content can also include maps, timelines and infographics that allow real-time interaction with your brand. These experiences create memorable touch points that encourage ongoing engagement with your content.
Capitalize on Timely Trends and Events
The time is now. Stay relevant by connecting your content to current cultural moments and seasonal events. This doesn't mean jumping on every trending topic – instead, thoughtfully select opportunities that align with your brand values and artistic vision.
Create themed content that ties into major cultural events, holidays, or industry milestones. This might include special performances, limited-time exhibitions, or creative interpretations of trending themes through your artistic lens.
Moving Forward with Your Content Strategy
For A&E, an effective campaign is as unique as the art itself. Shen Yun’s effective campaign was a testament both to their compelling content and for choosing the right strategy to maximize that content’s engagement. Each strategy offers a unique opportunity to deepen audience engagement and build lasting connections with your brand but the key to success lies in implementation, balancing authenticity and consistency while carefully measuring their impact on your engagement metrics. Start by selecting one or two strategies that best align with your current capabilities and audience preferences.
Ready to elevate your arts and entertainment brand's content strategy? Reach out to StoryStudio@Hearst.com and we’ll explore how these strategies can be tailored to your specific needs and objectives.