The Most Powerful Theater Marketing Tool You’re Probably Not Using

If you’ve ever posted a review of a show you loved, snapped a selfie in front of a set, or shared your Playbill on Instagram, congratulations—you’ve participated in one of the most powerful and underutilized tools in theater marketing: user-generated content...or in our industry, let's call it Audience-Generated Content (AGC).

For independent TheaterMakers, encouraging your audience to share their own experience can be one of the most cost-effective and authentic ways to build buzz, grow your audience, and create a sense of community around your work. 

Having AGC can do so much for your show. When people see others enjoying your show, they’re more likely to want to check it out for themselves. And every time an audience member posts about your show on their social media, they’re introducing it to their followers. Multiply that by dozens—or hundreds—and you’ve just expanded your marketing reach exponentially...for free!

AGC doesn’t have to be something that just happens organically (though it often does!). You can take an active role in encouraging and collecting it.

How? 

My favorite way to generate AGC is simply by creating shareable moments in your theatrical experience. Whether that's a moment in the show itself (if photos/video are allowed during performances), or an exciting set piece in the lobby for photo ops, or even a post-show “cast meet-and-greet” area. Even something as simple as a branded hashtag or a neon sign with your show’s title can encourage audience members to snap and share.

You can check out an example of AGC on my Instagram from my production of The Spirits' Speakeasy last fall here.

Another tip for generating AGC is by asking for it. 

Yes, it can be that simple. In your pre-show email or program, say something like:

“Loved the show? Share your favorite moment on Instagram and tag us at @YourShowHandle with #YourShowName!”

At the curtain speech, mention your social handles and encourage people to post. You’ll be surprised how many people just need a gentle prompt.

And lastly, make it easy.

Not everyone is confident about what to post. Give them ideas:

• “Take a pic with our photo wall in the lobby!”

• “Post your favorite line from the show.”

• “Tag us in your story for a chance to be featured!”

Also, make sure your social media handles and hashtags are everywhere—on tickets, signs, programs, and even the bathroom mirror.

Then all of this AGC can turn into marketing gold for you! You can repost/share social posts from fans, you could use some posts as ads on social media (with their permission), you can feature them on your website . . . the list goes on. 

When you embrace audience-generated content, you’re not just promoting your show—you’re building a community. You’re inviting your audience to be part of something, to take ownership of their experience, and to share in the success of your work.

And that’s the magic of theater, isn’t it?

Break a leg!