How Livestreaming Concerts Gets Fans to Promote Your Event in Real Time

A special guest post from our partners at Eventbrite

The next big thing won’t be how you use social media to communicate with fans — it will be how fans use it to share their own stories about your event.

The social media revolution has eliminated the need for a middleman (you). Instead of you marketing to fans through emails and ads, fans on social media can connect directly with other fans by sharing stories and photos from the last time they went. And the rise of livestream platforms like Periscope, Snapchat, Facebook Live, and Instagram Stories has opened up a new world of real-time sharing through social media.

The FOMO (“fear of missing out”) you feel from watching a video posted by a friend at last night’s concert is so 2014. Now, livestreaming concerts induces FOMO in real time as you watch your friend enjoying the show happening across town. You may try and make the show before it ends, or it might inspire you to snag tickets for the next one.

And that’s how your event sells more tickets — purely through the marketing efforts of the fans themselves.

“Now, the full breadth of a festival’s story is being told on a totally new level. With Snapchat and Facebook Live, storytelling is instantaneous and in everyone’s hands,” Neal Cohen, the Marketing Director at Superfly, says.

That instantaneous, FOMO-inducing storytelling is marketing gold — the most authentic and targeted endorsement possible, directly from one fan to another. But event organizers still have a role to play in cultivating that fan-to-fan outreach. Here’s how:

Encourage attendees to get out those phones

Provide reliable, strong, fast WiFi, display social media hashtags prominently, and create more shareable moments at your events. “We invite people to use their devices in the space, and they’re using Facebook Live,” says Caleb Custer of National Sawdust in New York City. “It can be really helpful to get buzz about the venue for our next show. Something that’s more controlled wouldn’t really fit the vibe of the shows.”

Think about how you can encourage your attendees to share right then and there. You may even consider offering livestreamers a chance to win a discount or VIP package for a future event.

Send out teaser videos prior to the event

Don’t wait for fans to get there and start streaming the fun to their jealous friends. Stream the backstage prep, the sound test, or the pre-show huddle. Use these “behind-the-scenes” moments to build anticipation and let fans feel more engaged with the event.

Rami Haykal, the Talent Buyer for PopGun Presents, has used a similar approach with his own livestreams. “Really quick Facebook Live teasers seem to be the way to pique interest before shows,” he says.

Have a professional stream of your own

Fan videos are the best — they come from trusted friends, and they show a fan’s perspective of the event. But that doesn’t mean you can’t offer a more professional livestream that takes viewers backstage to show them little pockets of action even the attendees in the crowd might be missing.

Once fans realize this type of access is available, they’ll tune in for shows and festivals they couldn’t physically attend. When Portland-based music festival Pickathon livestreamed their event in 2015, 11,000 people tuned in. The festival kept fans excited and engaged all year by releasing weekly live performances and behind-the-scenes featurettes. A year later, after awareness of the festival’s livestream grew, a staggering 200,000 fans watched from all over the globe.

You can even drop snippets of fans’ videos into your official livestream, making them feel even more engaged with the experience.

For technical pointers on exactly how to set up your own livestream, watch Eventbrite’s webinar on how to livestream your event.

Focus on influencers

Not all fans are equal when it comes to social media promotional power. Some attend dozens of concerts a year and have thousands of social media followers — many of whom share their concert superfandom. Encourage these influencers to post by inviting them to come backstage and take selfies with the artists, or offer early access to discounted tickets to future shows.

For more tips on new ways to connect directly with fans through social media, check out this guide on The Future of Concert Technology.

This guest blog post was contributed by Eventbrite Staff Writer Rachel Grate.