Social Performance Measurement For Agencies
Jake Camacho posted on 29 December 2015
The glitz and glamour of nightlife was made for social media, so it should come as no surprise that the world’s most happening party destinations have a pretty solid grasp of the subject.
Let’s kick things off with one of the most legendary venues in what many regard as the global epicenter of party culture – Space Ibiza. It’s been ranked as the number one club in the world on several occasions, so you can bet they know how to throw a party. And they’re pretty good at using social media to show it off too.
For one thing, they’re masters of the aftermovie. Take a look at the example below. It’s expertly produced, makes the event look amazing, and it uses Facebook’s native video feature. (We can’t stress this enough – Facebook native videos are a must for anyone using video on the platform.) They’ve made a habit of posting highlight videos like this, effectively showing everyone what they’re capable of.
If you’re throwing a big event, consider making an aftermovie so people can relive the experience long after it’s over. They might take a little more time, effort and budget to produce, but if you pull them off like Space have they can speak volumes.
When you’re promoting events each week, it can be tempting to upload a stream of text-heavy promotional content. Lots of brands and venues are guilty of this. While promotional posts work to keep fans updated, they almost never do well in terms of engagement – especially on a visual platform like Instagram.
Japan’s hottest club, Womb, does a good job of creating a visual experience on Instagram by sticking to artsy shots of the crowd and club facilities. In doing so, they’ve managed to build a much more engaging profile.
The proof is in the pudding – over the past two weeks, their photos have received an exceptionally high average engagement rate of 3.64%. Not too shabby.
Ministry of Sound is one of the biggest brand names in the nightlife industry, having spawned its own record label, radio station and more.
With Facebook, they keep fans engaged by posting humorous memes centered on the party lifestyle, with descriptions that contain information about events at the club. Lots of brands post memes and it can look a bit amateurish, but Ministry of Sound sets itself apart by editing them with a stylized border and branding everything with their logo.
Over the past two weeks these types of posts received an average engagement rate of 0.149%, compared to 0.0297% for other content posted during the same period.
Clearly, they’ve found a way to connect with their audience, and it’s a great way to draw attention to their events.
Every year, Zouk makes its presence known in Singapore when it throws its annual Zoukout festival. This year, they’ve teamed up with a few local Instagram ‘influencers’ to help build hype for the event.
The post below has very little to do with the event itself, but what it does show is that Zoukout has the seal of approval from two very ‘cool’ people with some pretty sizeable fanbases of their own. It’s a great way to expand your reach, and it should go without saying that associating with cool people is a good thing, especially in a social business like nightlife.
Any brand should consider teaming up with influencers – just make sure your audiences overlap.
Nightclubs have always been a Las Vegas staple, but only recently have EDM venues like Hakkasan exploded in popularity and overshadowed traditional Vegas acts like Celine Dion and David Copperfield.
As for its social media, Hakkasan has done well to utilize an often-underappreciated feature in the Facebook marketer’s toolkit: the cover photo. It uses it in a very utilitarian way by updating it regularly with a well-produced image that reflects the DJ lineup for the week. It’s a simple and easy way to keep your audience updated on upcoming events, while also making your Facebook page look current and professional.
Did you know that Locowise allows you to schedule your Facebook cover photo to be changed automatically at a set time? Try it with our free trial.
A relative newcomer to the Manila club scene, Valkyrie has quickly established itself as a high-end landing zone for top international talent. In the past year it has become a watering hole for the city’s young socialites, and the marketing team aren’t shy about it on social media.
On their Instagram page, they regularly feature photos of people mingling in the crowd, many of whom are attractive and dressed in chic attire. Most clubs are only as cool as the people who go to them, so this is a wise move.
The lesson here is simple: if your clientele consists of young, good-looking people, make sure everyone know about it.
Owned by California rave promoter Insomniac, Exchange LA caters to the city’s young EDM fans and brings some of the genre’s hottest acts to downtown Los Angeles.
When you look at Exchange’s social media, it’s clear who their target market is. It has a distinctly youthful voice. By using current slang, like in the tweet below, it makes itself that much more relatable to young patrons.
Obviously, it wouldn’t make sense for every business to tweet like this, but the point is that it’s important for brands to communicate in a way that consumers can relate to. And that’s something they’ve done well here.
This is an interesting one. Berlin’s Berghain is notorious for its strict door code and wild, anything-goes atmosphere. There’s also their no-photo policy. The fact that it’s so difficult to get in – coupled, of course, with a legacy of great music – makes it one of the most desirable clubbing destinations in the world.
It has a no-photo policy, so you might expect its Instagram to be pretty bare. You’d be dead right to say the least. There’s only one picture on the club’s Instagram page, and it’s a sign stating its no-photo policy. It doesn’t show you any of the goings-on inside and makes you yearn to see it for yourself. Clever.
Make highlight videos after big events (Space)
Focus on creating a visually rich Instagram page (Womb)
Engage audiences with funny branded content (Ministry of Sound)
Team up with influencers in your region (Zouk)
Update your Facebook cover photo regularly (Hakkasan)
If you draw a desirable crowd, show it off (Valkyrie)
Use language that your audience can relate to (Exchange LA)
Create a sense of exclusivity (Berghain)
