Music festival marketing review 2022 🎉
We specialise in crafting marketing websites for music festivals. Here's our review of the top UK based festivals for 2022 along with some marketing trends for 2023.
Access all the data we used to build the review right here, including tables of TikTok and Instagram stats along with charts.
Who Rocked
TikTok in 2022
Short form video has proven to be key to engaging the GenZ audience in 2022. If you've left it out of your marketing strategy for 2023 you could be left behind.
Top 3 festivals for TikTok engagement
1. Reading & Leeds Festival 🔗
2. Tramlines Festival 🔗
3. Creamfields 🔗
💡Top tip: Promote user generated video content on your website to help sell your message, make sure the content is formatted specifically for mobile. Social proof shifts tickets.
2022 saw a shift in how we search for stuff
The search engine shift to social is real.
Consumer behaviour is changing. GenZ is leading the field by entering search terms typically reserved for search engines into social sites. This practice is more typical around opinion than fact, social proofing to validate consensus of opinion. For example. "Best music festival in Dorset" or "Essential festival gear".
By searching for these in TikTok or Instagram users get first hand information in video format which for younger, time poor audiences this serves as a much more efficient form of content consumption.
💡Top tip: Be one step ahead of the search terms and create content around your audience interests, think about what they would be asking and create the content to serve the need.
Providing content of value is the best way to reach your intended audience. Use tools to analyse your audience interests and build content around this to boost engagement.
Instagram Headliners of 2022
2022 saw overall engagement fall further on instagram, however there's still value in using the platform, and it's been proven that for brands it's a powerful tool to use.
Top 3 festivals for Instagram engagement
1. Reading & Leeds Festival 🔗
2. Boardmasters 🔗
3. Tramlines Festival 🔗
💡Top tip: Do a regular audits of your social accounts content to identify what's performing best to your audience and target these hashtags, but don't be afraid to diversify away from your standard content to identify other ways to engage your audience.
How everyone stacked up 📊
Reading and Leeds festival stood out on both platforms as having the most engaged audience, they also have the second largest audience.
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Sources: Phlanx Instagram engagement calculator 31st December 2022 & Tikcounter for TikTok data
What did Reading &Leeds do differently
Reading and Leeds Festivals' most popular TikTok of 2022 dropped on the 12th December 🎄 last year and gained 1.7 Million views and over 21K likes in under 30 days. The theme was a play on the BeReal app which notifies you and your friends at a random time of the day, you then have to post a photo within 2 minutes. Reading and Leeds used this urgency to push the announcement for their 2023 ticket launch.
Why does this TikTok work so well?
To start with many people thought their actual BeReal app had notified them to post their daily photo.
Create urgency
The 2 minute countdown creates urgency around ticket purchases, as humans if we feel we might missing out we'll engage with something until we get what we want. Festivals sell a limited number of tickets at a time and this drives up demand.
Target the audience
This style of video is perfect for their audience. The engagement, views and likes prove it's a winning combination.
Quick cut, fast paced with an undertone of user generated content. It makes the viewer feel this could be them on their way to the Reading and Leeds festival in 2023.
Tramlines Festival Top TikTok of 2022
Our second places festival for engagement put this one out. With the countdown hitting the 24 hour mark until the start of the festival, Tramlines put this TikTok out showing the preperations that were in full swing for a packed line up. The video gained 61.9k views and 7.5k likes.
Why does this TikTok work so well?
Timing, Timing, Timing. This was super relevant to the audience. Dropping this when everyone was getting ready for the festival the next day proved to be the key factor for success.
Relevance
The audience was ready for Tramlines festival so this worked well. People were intrigued to find out how the preparations were going for the next day. This post drives interest and excitement for what was to come.
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