Communication manager for a venue, you have started to develop your presence on social networks? This is a great idea, as they are an effective way to build audience loyalty. But the promotion of a theatre is done by operating certain levers. Here’s which ones.

Knowing and segmenting your audience is a must.

A “classic” communication campaign is conceived as a way of reaching a wide audience with a single message: young, old, active, students, etc…

Social networks, on the other hand, allow you to decline and adjust your communication. For example:

  • differentiating, within your audience, between those who are used to coming to theatres and those who could come but have not yet done so;
  • adapting your message to the different age groups of your audience (and their budgets).

The more you know about your audience, their interests, habits, motivations, the more you will know where to find them on the networks and how to talk to them.

Choosing the right social networks and adapting one’s editorial line

The community of “experts” on Twitter, the general public on Facebook, thirty-somethings on Pinterest, and youth on Instagram are not addressed in the same way. Before developing a “social networking” strategy, you should therefore start by identifying the social media on which your audience is located.

To do so, study your theatre’s annual programming: are you targeting a young audience, young adults or families in the broadest sense? Are those who attend your institution regulars – or better yet, applicants – of social networks? Once you have completed this process of reflection, choose the social network(s) that best suits your case. And only these: it is not necessary to be present everywhere.


Connecting with your audience: the purpose of a presence on social networks

Once you have identified who you are talking to and how to talk to them, you can decline your content. Thus, a theatre has every interest in sharing:

  • the dates of the new shows;
  • posters;
  • photos of representations;
  • rehearsal videos;
  • links to critics (positive, of course) ;
  • reminders of events when there are still seats available…

These publications will allow you to promote your organization, showcase your programming and build audience loyalty. In the end – after a while – you will even be able to create a real community of fans who will become prescribers to their entourage!

A blog is also a way to stay in touch with your audience and to inform about upcoming events in more detail. For more visibility, it is possible to use Adwords for your blog. Launching a paid search campaign can be very interesting to reach a new audience. If you would like help with the first Adword campaign for your concert hall blog, contact a professional like Instaon.

Don’t forget the link, the real

Social networks should not be seen as a world apart. The “fans” on your Facebook page and the “followers” on your Twitter account are first and foremost human beings. It is therefore quite relevant to use these sites to invite your audience to meet and exchange with you outside of the performances:

  • for backstage tours;
  • to attend rehearsals;
  • for activities aimed at children, which will indirectly affect their parents;
  • for convivial moments with the artists;
  • for previews…

This list may not describe all possible side effects. These initiatives can also be the subject of competitions hosted on social networks. Don’t forget that an Internet user who is on the move will be able to make himself the vector of your communication to his personal and/or professional sphere!

Social networks won’t find viewers for you. It will take time… and energy. This is why we advise you never to do without thinking about the segmentation of your message. The key to success on the Internet!


Going to see a show or a concert is one of the experiences to do in New York. Here is our complete guide to the best concert venues in New York City.


Choosing the best concert hall in New York, much like choosing the best restaurant, is an impossible task. Among the hundreds of bars with open stages and microphones, do-it-yourself spaces and daring venues, the options seem endless. But the vast majority of New York’s remarkable concert halls are owned by a few large promoters who have homogenized everything to the point where much of this illusion of choice is simply… an illusion.

Yet as live music cities disappear, New York is hard to beat. It’s a must-see destination for smaller tours, a hub for record releases and insider events thanks to the presence of so many music industry press, and a ground zero for more than a few notable historical and current “scenes” over the years.

To find a favourite place, you need to know what you are looking for. Some people like big, expensive arenas, some live to hunt underground artists in cheap, underground hiding places; some want to dance, some prefer to attend a concert from their seats; some don’t go all the way to Brooklyn, some are too cool for Manhattan. And with so many options, seemingly subtle things like the disposition of the crowd or the price of beer can make or break a place’s reputation.


Whatever your preferences, these are the best venues in New York for all types of shows:

The Ballroom, Bowery, Lower East Side, Manhattan…
Whether it’s the charm of the hardwood floor, the favorable layout – a decent-sized bar and lounge on the ground floor and stairs to the front and back of the 575-seat performance space help keep the crowd moving fluidly – or the talent of the venue to catch acts just as they begin to have their moment, there’s a special chemistry that makes a show at the Bowery great. It’s also not bad that Bowery Ballroom is located in the middle of the Lower East Side food court, offering excellent options for pre- and post-show entertainment.

Mercury Lounge, Lower East Side, Manhattan.
Best place for up-and-coming artists – The 250 rooms of the Mercury Lounge consolidated its reputation as the place of choice for up-and-coming artists when the Strokes were discovered here in 2000. It is maintained despite the fact that it will give up its independence in 2017 to team up with promoter Live Nation under the Mercury East banner (which also includes the Bowery Ballroom). Fantastic programming and cheap ticket prices always attract fans to the small nudist hall, show after show.

Market Hotel Bushwick, Brooklyn
Best place for small shows – Hidden in an old building facing the JMZ elevated train, the Market Hotel could be easy to miss if it’s not reserved for the crowd of spectators smoking in front. Originally opened in 2008 as an artist in residence, the Market Hotel underwent closure and renovations before reopening as a concert venue in 2015. Its unique history and commitment to offering talent to cults allows the smallest place to retain its basement. atmosphere. The strange V-shape of the piece does not hinder the dancing or the navigation through the crowd. It’s a unique feeling when the wobbly ground shakes both bass and trains passing by the nearby Myrtle-Broadway subway station.