That being said there are certain situations that call for desperate measures and if you’re a brand-new festival or nightclub and need to go from zero to 20k, 60k, 150k Facebook fans in the shortest time possible then this is how you do it.
In an ideal world your goal would be to grow a high engaged audience over time and then monetise. If you’ve got 12 months to market a festival and overheads that would cripple a small country you simply don’t have that luxury. What you need instead is social proof.
We’re a tribal species and find safety in following the heard. That’s why we read Trip Advisor reviews and look at DJ charts when browsing the likes of Beatport and Traxsource. It’s why the best DJs have the power to break unknown records and turn them into hits. MK’s remix of Storm Queen took more than 12 months before it became the massive hit for Defected. This was done by MK relentlessly playing it in all his sets and videos of it being dropped being posted on social media.
Social proof also applies to social media. Think about it, which are you most likely to ‘Like’. A page that has 10 followers or a page with 10,000 followers? The same is true for individual posts, we’re far more likely to engage with a post that has hundreds of likes and comments than we are a post that has none. That’s why if you’re a new festival in your first years it’s important to build a respectable following in the shortest time possible so that people perceive you to be legit. Once you reach that tipping point, you can start to go after a more targeted fan who will likely become a customer.
Those of you with a bit of social media experience might be saying, ‘why not just buy fake followers?’ You could, but festivals and headliners have worked out that there’s no point buying these fake followers as they’ll never engage with your content and as a result your organic reach will be miniscule. Instead this is what they do…