How 4 Arts Organizations on Social Media Keep Their Audience Coming Back for More

From the local arts scene in your community to global organizations, the focus of both art and marketing is telling a story and connecting with a community. And these 5 brands are giving a masterclass in beautifully-crafted content that you can duplicate yourself. Sit back, relax, and enjoy the show.

4 Art Organizations Killing it on Social Media

Playbill

Brand Strategy + What Works: Beyond just the programs you receive during a Broadway show, Playbill is now the go-to source of everything theatrical. Having a great starting point with their brand’s signature yellow color and captivating stories, Playbill’s content is incredibly interactive and platform specific. You’ll find short videos on their Instagram, and show news on their Twitter.

How to Duplicate Their Success: Focus on producing content that people want to engage with and share, beyond “tag a friend who would love this!” Discover what your audience is passionate about, then start testing what they like to engage with. Is it quizzes or polls? Is it gorgeous photos or inspiring captions? Experiment to see what works.

Seattle Opera

Brand Strategy + What Works: The best local arts presenters know how to appeal to the tastes of their local community—and at the same time get them excited about what’s happening outside of their city or region. The Seattle Opera, much beloved by the city it calls home, is a world-class organization, bringing artists from all over the world to perform and stage some classic pieces like Wagner’s Ring Cycle.

How to Duplicate Their Success: Large organizations like operas, symphonies, and ballets will have guest artists constantly—not just singers, but designers, conductors, and writers. Seattle Opera shows the behind-the-scenes process of every show they produce, giving you the insider’s look as to how a magnificent performance is put together. Experiment with highlighting the amount of detail and manpower it takes to produce your product — it builds consumers’ trust.

Feinstein’s/54 Below

Brand Strategy + What Works: A world-famous performance venue and cabaret, 54 Below presents solo shows, staged readings, and more in the heart of New York City. Tony Award-winners and parody musicals grace the stage daily, and the team at 54 finely balances the promotion of each event to keep their loyal fans satisfied.

arts organizations social media

How to Duplicate Their Success: 54 Below is great at making you feel like you’re front-row for the show (even if you can’t physically be there.) Their use of Instagram Live is top notch. Never giving away the entire show (usually only 10 minutes), they will stream select performances live to give viewers a great representation of the kinds of shows you can go see. Use Live streaming to your advantage, and give your audience an insider’s look into your product, team, or events.

Cirque duSoleil

Brand Strategy + What Works: World-famous Cirque duSoleil is known for their jaw-dropping performances in countries across the world. Performing in dozens of languages, this circus-themed company has continually broken barriers and wowed audiences. And their social media doesn’t disappoint either.

How to Duplicate Their Success: Cirque’s signature flair is instantly recognizable. Using their social accounts, Cirque highlights the costumes, makeup, sets, and more to visually draw their audience in with flashy colors and beautiful artistry. Find what part of your brand is visually-compelling for platforms like Instagram and focus on producing stunning content that aligns with your brand colors.

Next Steps

As you can see, top arts organization use social media to highlight their creativity and keep audiences engaged. To up your social media game, let us show you what an all-in-one media monitoring, media outreach, social listening, and social management solution can do. You’ll be able to spend less time managing your brand’s social presence, and more time focused on creatively expressing what your brand stands for.

Creating a Flexible Brand Voice That Still Maintains Global Consistency

Defining and documenting your brand voice is an important—although sometimes difficult—step toward creating a strong brand. The idea is that without your brand’s name attached to it, your content across channels will still come across as yours to your audience.

Take that idea and apply it to global brands, with localized content teams all working with their own external resources and freelancers, and you’ve got yourself a super-sized challenge.

Luckily, there are ways to ensure your brand voice is flexible to fit within each of your markets, without sacrificing your core brand identity and values.

Global Brand Voice Challenges

Even when confined to the United States, a company would be hard-pressed to use identical language across states (or within some states) and find success. Billboards in San Francisco are splattered with colloquial lingo that would make SoCal audiences turn up their noses. And those cities are only a few hundred miles apart.

Communications become complicated on a much grander scale for global brands for a multitude of reasons:

  • Cultural norms can vary greatly across the globe. Take, for example, Uber’s ‘Avions de Chasse’ (or ‘hot chick”) partnership in France, where riders could be driven by beautiful women within Lyon’s city limits. What somehow seemed like a good idea to the local team, became a crisis communications issue and was quickly axed by the U.S. marketing team.
  • Words can have significantly different meanings or connotations from one region to another. This is especially important to double check if your message is being translated word-for-word by a non-native speaker. These translation blunders may make for some comedic relief for general consumers, but they’re damaging from a corporate branding standpoint.
  • Symbols have different meanings across countries. When Pampers diapers were sold in Japan, the stork imagery and messaging did not resonate with Japanese moms and dads because tales of a stork delivering babies isn’t part of Japanese culture.
  • Social media platforms have significantly different adoption around the world. Americans would think V Kontakte and QZone are gibberish, but they were the most popular social networks in Russia and China in January 2018. If brands only developed content with Facebook or Instagram in mind, they’d miss out on staying relevant in some international markets.

For these reasons, global brands need a flexible brand voice framework that allows regional teams to craft messages for the right platforms for their audiences.

How to Create a Flexible Brand Voice

Companies of all sizes need to document their brand voice to ensure consistency in their communications. For global brands, there are a few additional steps, but it is worth the time investment.

These three steps are the base for building your brand voice:

  1. Pick universal voice attributes. To do this, take a sample of your content—everything from videos to web pages, e-books to social media—and identify content that best embodies what you want your brand voice to be. Then, describe the voice that those pieces convey in three words. Think broad on this: passionate, quirky, authentic, sophisticated, authoritative, savvy, etc. Finally, build these out in a grid with a description, dos and don’ts associated with each, and you have a general framework for your universal voice attributes.
  2. Vet those attributes with local marketing team members on-the-ground in those areas. Check for any potential issues with your regions, and ensure you get a diversity of opinion from your regional experts. Don’t rely on just one team member to be the final approval for an entire country.
  3. Provide brand-approved examples of the attributes in action from the perspective of each of your different regions. With buy-in from all your regions on your attributes, create a variety of examples across formats that illustrate how your brand voice can be applied globally.

Here’s what this looks like in practice:

Coca-Cola Great Britain:

Coca-Cola Australia:

Localize for a Winning Brand Voice

As you create content in your company’s primary language, you can choose what pieces you feel are appropriate to distribute across regions. Have a brand voice document that is accessible for all content creators to easily localize your content. Depending on your internal resources, you may consider using global translation firms like WeLocalize or individual translators in your regions to give a local twist to your content.

Localization is key to keeping the balance between local relevance and a standard voice, but you must anticipate an extended timeline (and additional budget) for any content launches that require regional translations.

Ensure ongoing alignment with your hub and any local teams through regular meetings to discuss upcoming content and campaign ideas, and over time your team will grow in confidence with how to use your voice.

While the process of building a strong global brand voice is a significant initial time investment, the results are worth it. A unified global brand voice will give you greater brand recognition across all your audiences, cementing your position as a global leader.

Now that you’ve got your brand voice synched across regions and you’re ready to monitor your coverage globally and track your brand on social, learn how to gain business insights—including competitive—by reading our benchmarking tip sheet, produced in collaboration with Ragan Communications.