If you’re a marketing director in the arts, you know how connecting with your audience is an art form in itself. But what if there's a missing piece? A medium that can breathe new life into your storytelling to convert people to buy tickets?

Meet the unsung hero of modern engagement — video content.

With the algorithms changing over the past few years, the spotlight now shines squarely on video content. This immersive experience clearly invites your audience behind the scenes and into the heart of your performances.

Consider this — the global audience is now watching more video content than ever before, turning screens into stages and social media into the new front row.

And as the algorithms of leading social platforms dance to the rhythm of engagement, video content takes center stage, enjoying the limelight of higher visibility and connection with users.

From the proliferation of reels on Instagram and Facebook, and their counterpart on TikTok, short-form video invites people to stop scrolling and engage with it.

And in the grand marketplace of e-commerce which includes online ticket sales for performing arts orgs, video content done well elevates your viewers into patrons, and interest into action.

So, to the visionary marketing directors steering the ship of performing arts organizations — isn't it time to let video content take the lead in your marketing?

I suggest you embrace video as the dominant form of social media content. Not just viewing it as a one-off video promo for an event, but actually creating recurring video content — seven video posts per week. Even four video posts per week will help your social media conversions.

Let the video posts tell stories that showcase the audience experience, your artists, and why people should return to the hall for a live performance. I think you’ll be pleasantly surprised at how this helps your marketing efforts.

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