Soundwave Vs Splendour: Eventbrite Reveals The Festivals Winning At Social Media

The hands of a concert crowd at a live music show, focus on the hand in the foreground
SHARE
THIS



Eventbrite’s study into the social buzz of festivals reveals those festivals winning at social media and why.

Self-service ticketing platform and events marketplace, Eventbrite, has released its study into festival social buzz, which outlined who the typical Australian festival attendees is, and how best to engage with them on social media. It also identifies those Australian festivals that are the best at engaging this market and why.

The festival social buzz study analysed social media conversations that occurred around all types of festivals in the last year – from music to performing arts to food and alcohol festivals – to uncover the secret ingredients for a winning social festival.

Defining the modern festival goer

Festivals aren’t just for teenagers and young adults anymore. While the average festival goer is twenty-something and female, the Eventbrite study found that a majority (68%) of festival goers are married, a quarter are thirty-something and over a third have children. They generally have a keen interest in politics and news (48%), comedy (21%), music (20%) and technology (17%), and their favourite brands include McDonalds, Instagram and Qantas.

Festival attendees are also highly sophisticated in their use of social media, with Twitter being their platform of choice. In fact, the majority of festival attendees have been active on the Twitter for more than three years, have over 100 followers and tweet at least once a day, most likely from their iPhone. This love of Twitter highlights the importance social media plays in any festival marketing strategies.

Slow and steady wins the race – sustained engagement vs conversation spikes

According to the Eventbrite study, it’s far more important for festivals to drive sustained social media engagement over a long period of time, rather than drive large spikes in conversation on a single day. For instance, while Soundwave didn’t drive any of the top spikes in festival conversations over the past year, it still came out on top in terms of social buzz overall thanks to sustained chatter, making it Australia’s most popular festival on social media.

However, when you look at the amount of buzz per festival compared to attendee numbers, it shows that Splendour in the Grass actually has the most engaged audience, followed by Stereosonic and Virgin Australia Melbourne Fashion Festival.

On the other hand, Tropfest drove the biggest conversation spike, but most of sentiment was negative. When Bamboozled was announced as the winner of Tropfest, many people took to social media to criticize the film as being homophobic and transphobic.

Comparing popularity (volume) to passion (volume compared to attendee numbers) to conversation spikes (volume in one day)

Rank Popularity:Top 5 most talked about Australian festivals Passion:Top 5 Australian festivals with the most engaged fans Conversation Spikes:Top 5 social media spikes in a single day for Australian festivals
1 Soundwave Splendour in the Grass Bamboozled wins Tropfest
2 Stereosonic Stereosonic Australia Day Parades
3 Vivid Sydney Virgin Australia Melbourne Fashion Festival The start of Vivid Sydney
4 Big Day Out Tasting Australia Sydney Mardi Gras
5 Splendour in the Grass Adelaide Food & Wine Festival Big Day Out line-up announcement

 

Music festivals are the best at social

Of all the festival categories, music festivals are the best at creating buzz, driving more than half of all festival conversations on social media. Using clever tactics such as staggered line-up announcements and encouraging the acts themselves to engage with fans directly, music festivals have created a winning social media formula.

“Festival and other event organisers can learn a lot from the success of music festivals on social media,” Eventbrite’s International Expansion Manager, Elsita Meyer-Brandt said. “This study highlights the importance of a strategic, long-term social media marketing plan that encourages and inspires your fans to spread the word for you.”

“Analysis of our own transaction data supports this, showing that a single share on social media generates nine additional visits to an event page and $4.80 in additional revenue back to the organiser. It also shows that Twitter generates 2-4 times more revenue and page views than other social channel. This demonstrates the power of social commerce for events.”

Creating social influence

The Eventbrite study also looked at specific Twitter influencers – those profiles that were able to drive high levels of engagement and conversation around festivals – and found that celebrities, media and bloggers were the predominant influencers.

Elsita Meyer-Brandt said, “These results highlight the importance of working closely with ambassadors and sponsors to create intelligent integrated marketing campaign that will drive engagement. This isn’t something that can be cobbled together quickly, it takes careful planning and investment to achieve such results, but the pay-off is clear.”

Eventbrite-Festival-Study-I

Methodology:

For this study, Eventbrite partnered with leading social media insights rom Mashwork. Sources of the analysis include 302,283 unique conversations on Twitter, public Facebook posts, blogs and forums surrounding four major categories of festivals: music (relevant mentions: 153,848); visual and performing arts (relevant mentions: 48,691); food and alcohol (relevant mentions: 18,446); and miscellaneous festivals (relevant mentions: 81,298); Sources of the “Who are these festival goers” analysis include conversations of 22,100 users discussing festivals on Twitter. All conversations considered in the analysis took place over the course of one festival year, from June 1, 2013, through May 31, 2014.

 

Please login with linkedin to comment

Latest News

Western Australia Gets Its First Influencer Marketing Agency
  • Marketing

Western Australia Gets Its First Influencer Marketing Agency

Western Australia’s first dedicated social influencer marketing agency will launch next week to service the state’s new and rapidly growing digital industry. The Influencer Agency – TIA – brings strategy, accountability and measurement to influencer marketing for WA brands using WA influencers. TIA will also assist influencers wanting to grow their brand by developing new […]

One-on-one With Marie Claire Editor Nicky Briger
  • Media

One-on-one With Marie Claire Editor Nicky Briger

Following the launch of the revamped marieclaire.com.au, editor Nicky Briger spoke to Magazine Networks about all it can offer readers. In September, Pacific Magazines unveiled an all-new digital experience for Marie Claire. Led by design thinking, the new look marieclaire.com.au was crafted to provide a better reader experience across all devices. It’s a testament to […]

Women’s Health Unveils Its New Premium Digital Experience
  • Media

Women’s Health Unveils Its New Premium Digital Experience

Pac Mags’ Women’s Health has unveiled an all-new premium digital experience. With a faster, cleaner, more intuitive and visually consistent brand experience across all devices, the new look is designed to optimise the user’s journey with less clutter, discoverable content and seamless integration for commercial partners. Will Everitt, head of product and technology said: “The digital evolution of […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.