In a world that’s getting more and more expensive – while arts funding is getting slashed left and right – it may be time to tap into the power of user-generated content, or UGC, for marketing purposes. An incredibly smart and lucrative idea, encouraging UGC can help elevate your theatre, gain greater community awareness, create buzz, save money, and bring your productions to new heights.
On The Stage explores what user-generated content is, why it works, and how you can start implementing it into your marketing strategies today.
First of all, let’s cover the basic question here: What is user-generated content? As its name suggests, UGC is any marketing content made by people (in this instance, your patrons) rather than a brand (in this instance, your theatre and its representatives).
This can look like a lot of things – Instagram posts, Google reviews, blog pieces, video content – you name it. In short, it offers an authentic, organic perspective on a product or business as a sort of anthesis to traditional corporate advertisements. (Read: A breath of original, fresh air in the midst of highly curated, biased advertisements.)
Now, a more complicated question: Why does user-generated content work for theatres and other performing arts organizations?
Well, it all comes down to authenticity. Patrons want to see and hear genuine experiences and genuine opinions; these are the most influential marketing campaigns on the market. Consumers are smart, and can tell when a marketing ploy is biased or inauthentic; USG nips that in the bud. Below are just a few more specific reasons why UGC works for performing arts organizations of all kinds.
Riding that theme of authenticity, UGC works because it welcomes patrons into your marketing efforts – upgrading them from mere observers of your work into active members of your theatre’s story. Thus, if someone feels personally involved in a brand, they are far more likely to remain loyal to it, right? Right! Loyalty breeds repeat business – ideally in the form of season ticket subscriptions and donations – which is a critical profit booster for any theatre.
As for trust, allowing feedback and input from actual patrons, instead of simply pushing your own marketing efforts as usual, allows these patrons to truly believe in what they’re supporting, and what public opinion about your theatre is. Trust and loyalty only reap benefits, guaranteed.
Perhaps one of your biggest wishes is to expand your theatre’s reach – gaining bigger and more diverse audiences over time. UGC can actually play a critical role in expanding that reach. How? Well, the compounding digital views on one patron’s positive experiences/reviews means more eyes are on your theatre no matter what. The more patrons that share their UGC, the more reach you get over time. Seeing these positive experiences shared by others reassures potential patrons about the quality and reliability of your theatre; this kind of social proof is key to gaining new audience members.
An even greater bonus to this expanded reach due to UGC? You, as the theatre leader, are virtually doing no work to market this content. Freeing up some bandwidth means you can focus on what matters: making great art.
Community engagement and curated buzz are other great benefits of encouraging UGC. When a potential patron sees someone they know positively discussing your theatre online, your community engagement deepens. Why? Because that potential patron will likely talk to other potential patrons about your theatre, spreading the word organically throughout your community.
As for buzz – although not every piece of UGC will “go viral,” there is always a chance some bit of it will. Even if you get a dismal like and view count on some UGC, buzz for your theatre is still higher than it was before this UGC was posted! Talk about the glass half full!
With UGC, you will slowly but surely enhance your marketing ROI by eliminating the steep costs of professional content creation for your theatre. In Layman’s terms: You aren’t paying your patrons to post about you, so this marketing is all free!
Leveraging content created by your own audience offers a cost-efficient, valuable marketing strategy that will free up important funds to focus on other areas of your theatre, from tech upgrades to costume enhancements, set pieces, or just bonuses for your hardworking staff! In short, UGC cuts direct investment down and lifts authenticity up, which usually increases engagement and conversion rates.
Photos from customers, like selfies at shows or in merchandise, are popular and effective UGC. These tidbits show your theatre being enjoyed in “real life” and can connect with potential new patrons.
Videos, such as a patron heading into a show, watching a rehearsal, or leaving a production, captures community attention and can be spread across social media, providing an authentic look at your theatre and how it positively affects your community .
There’s nothing quite as engaging as reading or watching reviews or testimonials (whether they are blindingly positive or scarily negative – although we’re aiming for the former)! This type of UGC acts as a trusted resource for potential new patrons, influencing their decisions to purchase tickets, visit an event, or otherwise support your brand.
UGC doesn’t have to be long-winded video content or heavily branded images. Even liking your content, sharing your content, creating content and tagging you in it, reposting your work, or just mentioning your theatre are all examples of UGC social media engagement that spreads the reach of your production.
If you are a professional theatre or have a passionate community fanbase, fan art and other creative contributions – like fan videos and edits – showcase your patron’s loyalty and enhances community interest in your theatre.
Did you know that 50% of consumers (read: patrons) are more inclined to create content if brands provide some guidance? This means that you should be encouraging the creation of UGC at every turn and making it easy for your patrons to create it. A few ways to do so include:
Everyone wants to be appreciated, right? Right! That means you should treat UGC with respect, and recognize and honor those who are creating it. After all, these creators are now a key part of your marketing strategy! A few ways to honor your UGC creators include asking for permission to share any UGC you use in your marketing efforts to establish trust, and always crediting the creator of the UGC you’re sharing.
Make sure that the UGC you’re encouraging aligns with your theatre’s vision and goals to maximize its impact. A few ways to do this include:
All this talk of UGC may be making your head spin. If you want a little extra help to get started, On The Stage’s integrations feature is here to help.
With On The Stage’s Integrations feature, you can streamline your processes, fuel targeted marketing efforts, and make the On The Stage (OTS) platform even more powerful by connecting your social media accounts and email marketing tools. With deeper insights, more automation, and cross-platform access, you can better understand your patrons and create enticing marketing campaigns that convert and drive sales.
If you’re ready to start your journey on increasing and bettering your user-generated content, partner with On The Stage and book a personalized demo today.