Additional Socials (Twitter, Pinterest, LinkedIn, TikTok)
Twitter is a platform that tends to do best when utilized in real-time. This means sending out tweets, retweets and sharing content fairly regularly (up to 7-10x a day) on the platform to see any real traction. Likewise, outside of content that is trending or being talked about in that moment by a large group of people on the platform, it is hard to gain momentum as a smaller organization on Twitter.
This is not to say that it can’t be useful or that it won’t work in a digital marketing strategy, but due to the sheer amount of real-time attention that it needs, I wouldn’t recommend it.
Although technically a social media platform, Pinterest actually reacts and functions more like a search engine. This makes sharing content to this platform far more powerful than traditional social media channels, as content tends to live longer here. What does well on Pinterest:
Blog and news formatted content
Video content
Evergreen content that people can consume for many years
When researching trends on Pinterest currently, content that surrounds the following ideas will do well on the platform:
Music
Music Videos
Musical Aesthetic
Music Quotes
Locally focused content (possibly sharing more about the venues and content on your venue resource pages)
The easiest way to get started with a Pinterest strategy is to utilize the scheduling tool Tailwind. This will allow you to pin content directly from your website, other social media platforms, and YouTube, directly to Pinterest, as well as create Pinterest friendly (long and tall images) directly on the Tailwind platform as well for sending additional traffic to your website.
LinkedIn does have a more professional focus and B2B networking type of strategy, but that doesn’t mean CityMusic cannot benefit from a presence here. By creating a page where your musicians and other staff professionals can connect to on LinkedIn and help share your content from your business page to their personal pages, will bring new higher level professionals who are interested in the arts to your platform. Content such as your interviews, podcasts, and sharing previous performances will do well here.
I would suggest reformatting the content from Facebook over to Linkedin to maintain a consistent presence here, if you choose to utilize it. A great scheduling tool for Linkedin is Buffer which allows you to connect both personal and business pages to their platform.
TikTok
While you might think that TikTok is the social media platform for Gen Z and younger audiences that may not be engaging with CityMusic, this is definitely not the case. With an incredible algorithm that tailors content very specifically to the user, more and more audiences of all generations are finding TikTok to be an incredible resource to learn about new experiences in their area, interesting people to follow, and just generally enjoying being on social media.
Bite sized content and clips educating people on what CityMusic is, specific performances, and composers (think anything that can be digested in a minute or less) would do well on this platform. I would suggest getting used to Reels on Instagram first, which could then be repurposed on TikTok.
There is currently no scheduling tool for TikTok, but you can save videos to your drafts area on the app itself, before publishing them.
