The desired target group: young people
Posted: Sun Dec 22, 2024 7:27 am
1. Personal content
Art is content driven . It tells a story: about the creator, about society or about our ideas. The way in which these stories are told varies greatly. Both in form (a dance performance, r&b song or abstract painting) and in tone (sarcastic, shocking, confrontational). More than in other sectors, the emphasis in the creative sector is on personal expression, rather than on functionality and efficiency. And these are precisely the elements that are essential in influencer marketing.
Creativity and personal storytelling give the viewer or reader the feeling of uniqueness. Away with all the same ads and commercials, but a message from someone you feel related to, addressed to you.
Millennials (born between 1980 and 2000) and digital teenagers (born after 2000) in particular are active on social platforms. 'Image driven' media in particular are doing well. For example, despite a slight decline, 72 percent of Dutch digital teenagers and 77 percent of Dutch millennials are active on Facebook. This means that Facebook is still the most used social medium for these generations after WhatsApp. Instagram comes in third place, used by 62 percent of digital teenagers and 36 percent of millennials . These are generations that are the Achilles heel of many cultural institutions. They want more young people, but they are not coming.millennials
Influencer marketing can be a perfect way to connect with this sought-after group. Influencers tip their fans about a performance or festival and show that they have a connection with the cultural institution in question; essential for good brand loyalty of an organization. They give their own twist to an existing 'product' that appeals to their followers to take a look for themselves. In addition, reaching the digital teenagers in particular is also an investment for the future. This is an audience that, unlike baby boomers, can still visit your cultural institution or creative breeding ground for decades.
3. A large reach for a relatively low investment
Radio commercials, bus stop campaigns or indonesia mobile number list full-page advertisements in the daily newspapers: it is only possible for a few cultural institutions within their budget. Although some top influencers with +100,000 followers can ask their price, the budgets for influencer marketing are relatively modest. And a nice extra: the net reach of online media (who, when, what age) is easier to determine than that of a poster campaign.
4. Quality over quantity: micro-influencing
Micro-influencers (1000 – 5000 followers) in particular seem suitable for the creative sector. Micro-influencers do not reach a huge number of people, but they do reach a relevant audience. They focus on a niche with which they have a personal affinity. A substantive collaboration is therefore obvious. Think of bloggers who post book reviews every day, or Instagrammers who share their #artjournal.
5. Short-lived, 'unique' experiences
The average duration of an exhibition is three to six months, an annual festival is often over within a day or weekend. Some works of art are deliberately made from ephemeral materials so that they only exist for a short time. Think for example of the dishcloth room of Marie Lexmond in the Van Abbemuseum in Eindhoven. For half a year an open space was covered with 11,620 yellow cloths exposed to rain, wind and visitors with all the moldy consequences that entails . No concert, even if a band plays the same setlist 50 times, is the same. And how great was it that you were there.
Art is content driven . It tells a story: about the creator, about society or about our ideas. The way in which these stories are told varies greatly. Both in form (a dance performance, r&b song or abstract painting) and in tone (sarcastic, shocking, confrontational). More than in other sectors, the emphasis in the creative sector is on personal expression, rather than on functionality and efficiency. And these are precisely the elements that are essential in influencer marketing.
Creativity and personal storytelling give the viewer or reader the feeling of uniqueness. Away with all the same ads and commercials, but a message from someone you feel related to, addressed to you.
Millennials (born between 1980 and 2000) and digital teenagers (born after 2000) in particular are active on social platforms. 'Image driven' media in particular are doing well. For example, despite a slight decline, 72 percent of Dutch digital teenagers and 77 percent of Dutch millennials are active on Facebook. This means that Facebook is still the most used social medium for these generations after WhatsApp. Instagram comes in third place, used by 62 percent of digital teenagers and 36 percent of millennials . These are generations that are the Achilles heel of many cultural institutions. They want more young people, but they are not coming.millennials
Influencer marketing can be a perfect way to connect with this sought-after group. Influencers tip their fans about a performance or festival and show that they have a connection with the cultural institution in question; essential for good brand loyalty of an organization. They give their own twist to an existing 'product' that appeals to their followers to take a look for themselves. In addition, reaching the digital teenagers in particular is also an investment for the future. This is an audience that, unlike baby boomers, can still visit your cultural institution or creative breeding ground for decades.
3. A large reach for a relatively low investment
Radio commercials, bus stop campaigns or indonesia mobile number list full-page advertisements in the daily newspapers: it is only possible for a few cultural institutions within their budget. Although some top influencers with +100,000 followers can ask their price, the budgets for influencer marketing are relatively modest. And a nice extra: the net reach of online media (who, when, what age) is easier to determine than that of a poster campaign.
4. Quality over quantity: micro-influencing
Micro-influencers (1000 – 5000 followers) in particular seem suitable for the creative sector. Micro-influencers do not reach a huge number of people, but they do reach a relevant audience. They focus on a niche with which they have a personal affinity. A substantive collaboration is therefore obvious. Think of bloggers who post book reviews every day, or Instagrammers who share their #artjournal.
5. Short-lived, 'unique' experiences
The average duration of an exhibition is three to six months, an annual festival is often over within a day or weekend. Some works of art are deliberately made from ephemeral materials so that they only exist for a short time. Think for example of the dishcloth room of Marie Lexmond in the Van Abbemuseum in Eindhoven. For half a year an open space was covered with 11,620 yellow cloths exposed to rain, wind and visitors with all the moldy consequences that entails . No concert, even if a band plays the same setlist 50 times, is the same. And how great was it that you were there.