A conversation with a supporter and an opponent of social media
by Nicholas Kamtsis
Social media influencers have become quite important in “influencing” consumer behavior, especially in younger audiences.
In addition this happens in most fields of social and cultural trends targeting our place and image in society, in an era where the digital landscape and the powerful images rules.
The question is how true is their image, acts and daily life habits.
Can we all copy them?
Can we afford what they are offering?
While their impact is well known in industries such as fashion, beauty, and travel, the performing arts scene -especially theater-are very slowly beginning to use influencers too as a new tool to interact with new audiences, especially younger generations.
For years, traditional theater marketing drew audiences with flyers, posters, newspaper/radio ads, and word of mouth. These techniques are still useful, but they sometimes fall short with digital-native audiences who spend a lot of time online, in front of screens of all kinds.
And then social media influencers appeared
We had a discussion with one PRO . Here’s what was stated :
Social media Personalities with established followers who can bridge the gap between the younger generation and the theater scene have the ability to present all the theater experience as interesting. Influencers can offer a fresh and more relevant viewpoint. The use of social media platforms like Instagram, Tik-tok, and YouTube, can produce real-time possibly, aesthetically pleasing and provocative material that appeals to their followers who- for different reasons- might not otherwise think about attending a theatre show.
Why?
Because influencers help us make the Art of theater more accessible to our preferences , which is one of the most important benefits. “Influencer” material often feels quite free, natural, even more personal, unlike traditional advertising. Followers are more likely to pay attention when a relevant to their likes, influencer expresses genuine enthusiasm for a theatrical performance.
The personal opinion is the strongest material!
For example, an influencer might post a (behind-the-scenes or afte-the-show) video, talking to actors, actresses, and theater directors, or highlight parts of their personal trip to a play describing what they wore or if they had a drink. This type of material not only spikes interest, but also helps viewers connect with the whole production of a play. Social media influencers can also allow theaters to break out of their geographic and cultural boundaries. Influencers can expose international audiences to shows that might never have been seen otherwise through worldwide venues. In addition, influencers can focus on specialty content – such as travel, LGBTQ+ representation, feminist themes, or ethnic storytelling, as well as on current social issues. They can connect shows to specific groups, promoting inclusion and diversity in theatre audiences.
Are there any points to be skeptical about?
Of course there are.
Although there can be many promises, theaters need to approach influencer partnerships with a plan and in a small percent make some training. Authenticity is the most important; audiences are quick to spot false advertising. Influencers who truly value the art form and whose ideals complement the theater’s goals should be the focus of partnerships.
Theatre must also find a balance between maintaining artistic integrity and modernizing its appeal. While neglecting social media channels could lead to missed opportunities, over-commercialization runs the risk of losing typical viewers. The connection between social media influencers and theater is still being invented as very few know the “product”, but the possibilities are clear and promising. By harnessing the ingenuity and reach of influencers, theaters can rethink how they interact with audiences, preserving the art form’s vitality and relevance in a digital world. Influencers are likely to become increasingly important as theaters continue to adapt to the behaviors of their patrons. Embracing this change will help the arts community not only attract younger audiences, but also foster a stronger, more lasting love of theater for generations to come.
And while thinking of all the above, we asked and discussed with a contrarian and skeptical of all the social media.
These were the points.
- Social media influencers tend to focus on superficial engagement, prioritizing what looks good, clickbait content, and short-lived trends over exploring the deeper artistic or cultural value of theater. This could lead people to see theater as just something to post on Instagram, rather than enjoying the deep stories and social commentary it offers. Just like creating libraries with color-coordinated books…
- Using followers for marketing could hurt the artistic quality of theater. Collaborations could lead productions to focus on content that is good for influencers, such as flashy images or short, easily digestible moments, instead of more complex or difficult content.
- Focusing on digital natives and people with a lot of power could turn off people who typically go to the theater. As theaters move toward more social media-based promotion, these loyal customers may feel left out or forgotten.
- If influential people push a play they don’t really like, people may think their support is just paid advertising. This could damage the reputation of both the influencer and the theater.
- It’s too commercial to involve followers in an art form that is usually seen as a place to explore ideas and feelings by promoting actual human interaction. Theater could lose its cultural value and become just another consumer product if it becomes a commodity sold through the influencer economy.
- The buzz that influencers create doesn’t lead to long-term theater engagement or audience growth. People who only go once may be drawn in, but they may not become deeply involved in the art form
In arguing that social media can and often does reach a wider community beyond local boundaries, our anti-influencer argued that
- Social media can and often does reach people beyond local communities. They said that it is possible for social media campaigns to target large, worldwide audiences while leaving out local and grassroots theater supporters. This changes how personal and community-focused theater is, prioritizing online views over real-life interactions with local audiences.
- The focus on capturing and sharing theater experiences on social media by influencers takes away from what live performance is all about. People may not be able to fully enjoy the show because they feel compelled to record and share their experience online.
- Larger, better-funded theaters and production managers, that can afford to work with well-known influencers may benefit more from social media marketing than smaller, less significant theaters. Smaller, independent companies may find it difficult to compete, which could make it easier for large institutions to get more attention and resources.