- What is your target audience’s demographic? This should immediately tell you which platforms to dismiss.
- Who are the influencers (i.e. people with a significant social clout, chances are you’ve heard of them too) amongst the community you wish to build for your event? Which social media platform are they active on? It’s most probable that your target audience are also active on those platforms. Furthermore, identifying and involving them in your social media campaigns would give you amplified reach to your event’s target audience.
- How does your event’s target audience consume information? What content format do they love best? Would it be a listicle, podcast, blog post, video, or an infographic? Would they appreciate references to pop-culture or prefer a more formal approach? Each community is unique with its own preferences for content, and social media platforms are typically best suited to one type of content over another (see infographic).
- What is your desired action taken by your target audience? Would it be to participate in a contest, share your content, purchase a ticket, or post pictures during your event? For the success of your campaigns, it’ll be necessary to consider which platform your audience will most likely perform the action you want them to take.
4 considerations in picking a social media platform to drive ticket sales
Claire Ding - May 13, 2016
Claire Ding is the Community Manager at ticketing platform Peatix in Singapore. She runs a community event for organisers, Backstage Pass , where organisers connect with others and learn tips on event management. Quite the thrill-seeker, Claire's gone skydiving, bungee jumping, and enjoys anything that puts her on edge (quite literally), it's no wonder she's in the business of events with never a dull moment!