Is Social Media Locking Away Your Audiences?!

Recent events in social media news (looking at you tiktok ??), is a long line of social media hick-ups, which demonstrate more than ever the need to grow audiences outside of social channels. Last year, we had a couple of the major platforms go-down on separate occasions during 2024, so we couldn't communicate with our audiences!

Well, what could you do ensure you at least begin to take hold of your growing audiences and keep them connected to you in meaningful, reciprocal ways outside of the expected socials?

I hope you can use some of these pointers.

1. Nurture That Email List

• Offer Value: Create downloadable resources, newsletters, or exclusive updates related to your product or brand.
• Segment Your Audience: Tailor your messages to specific interests (e.g., workshops, film screenings, or panel discussions). Many of you have family audiences. Try to break your messages down for children/younger people and then for the adults/parents.
• Engage Consistently: Share engaging content regularly - once per week, twice per month? Whatever your frequency, stick to it.

3. Seek Out Partnerships

• Partner with complementary organisations or artists who naturally share your messages within their own networks.
• Collaborate with local businesses, charities, or educational institutions to co-promote your events.

4. Invest in SEO and a Website

• Create a Dedicated Website: A professional site should serve as your premium 'real estate' which contains valuable content. You might even want to platform your own comments board on your website.
• Content Creation: Regularly write about themes related to your product or brand - focus on offering solutions (rather than a persistent sales pitch) to potential customers/audiences.
• Search Engines/SEO: Use keywords related to your niche to ensure your site is discoverable on that all important first page of a search engine.

5. Offline Material

• Print Media: There aren't that many left, but where there are and where they're relevant to you, think about advertising in local newspapers/magazines, community bulletins, or arts magazines. Maybe even negotiate advertorials.
• Flyers/Posters: I get itchy around these as I continually question their ROI. So many come through my letter box (to be fair mainly flyers from local pizza parlours) But I guess when used wisely they can be effective. I would only use them at specific, tailored, relevant events. And don't forget to use a QR code, which connects your audience to your online presence.
• Word-of-Mouth: If you generate enough engaging experiences at events, you'll get people willingly talking about your product/events, which you can use as testimonies if you're quick enough to gather comments etc.

6. Create a Membership or Loyalty Program

• Offer early bird tickets, VIP access, or member-only content to foster a sense of exclusivity and community.
• Build a community where members can engage with one another (e.g., forums or small group or meetups, message boards on your website).

These are just a few pointers to support you owning your audiences and potential customers.

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As well as film festival work, I spend time supporting people and brands with their social media strategies. Connect with me for more tips and hacks Jennifer G. Robinson

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