When promoting a show via social media, it can be difficult to tell how much rampant posting across the various platforms actually translates into attendance at shows. Ultimately, it does make a difference, but using said platforms correctly affects dramatically affects the size of that difference…
According to the Pew Research Center, though, your posts on Facebook, Instagram, and other platforms do help. A 2013 study showed a 33 percent spike in event attendance among adults who follow a music, dance, or theatrical group on social media.
… While we do believe that promoting your shows and music on social media is beneficial to gig turnout, it’s a little more complicated than that.
For instance, musician Augie Pink, of the garage-pop band Plastic Pinks, doesn’t find Facebook event numbers to be totally reliable. “A lot of the times people just say ‘going’ to be able to get more info on the shows and end up not going,” he says. “But the same way happens vice-versa: people don’t join the event, yet know exactly when the show is and make sure to go.” June Summer, vocalist the Plastic Pinks, adds: “It’s good to use all tools and it does provide some type of insight to what you will be working with. I would say it’s a better way of knowing how good you are promoting more than how well you are doing at the show.”
Our advice: If you’re doubting the influence of social media on your draw, it may be time to reevaluate how you’re using it.
Source: Hypebot, 8/11/2016