How TikTok is reshaping discovery for potential Broadway audiences
There’s a force with increasing influence on brand discovery and awareness: TikTok. TikTok was the first social platform to build its algorithm around showing content to non-followers. Instagram and Facebook have adopted a similar approach a few years ago, but before that, the Meta platforms presented feeds that only showed users content from accounts they followed. TikTok targeted non-followers first and and is still leading the pack, with its algorithm that can put your show’s content directly in the feeds of potential ticket buyers who don’t follow your show and may not know about it.In the past five years alone, TikTok has transformed how audiences discover, engage with and ultimately decide to see Broadway shows, making it a central component of audience development today.How has TikTok changed the way audiences connect with theater?Other social media platforms operate by primarily showing content to account-specific followers, but TikTok is designed to keep users engaged for as long as possible by pushing content that is curated to fit their specific interests, whether they follow the account or not. When a show posts a video to TikTok, it also has the potential to land on the feeds of theater lovers from around the world. The opportunity for audiences to organically discover a show, no matter where they are, is exactly why having a TikTok presence is so important. Without one, Broadway shows risk missing a large segment of their younger, digitally savvy audience demographic.
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