We find it striking that new media trends are picked up relatively late by the – often progressive – cultural sector. Is it because traditional institutions, such as museums and theaters, still rely too much on traditional marketing tools “that have always worked”? Or do the limited budgets of creative organizations also lead to limited scope for experimentation?
Traditional institutions were, until a decade ago, largely guaranteed financing. And whatever the reason is: museums, festivals and theater companies are careful to take the first steps in influencer marketing (an area that often used by the lifestyle, beauty and travel industry).
The coming years will be the years of the influencer – it is up to cultural and creative organizations to keep up. Because influencer marketing and the cultural sector seem to be a match made in heaven. Some reasons why:
Art is content driven. It tells a story: about the maker, about society or about our ideas. The way in which these stories are told differs greatly. Both in form, and in tone of voice. More than in other sectors, the creative sector emphasizes personal expression rather than functionality and efficiency. And let these be elements that are essential for influencer marketing.
Creativity and personal storytelling give the viewer or reader the feeling of uniqueness. Get rid of all the same ads and advertisements, create a message from someone with whom you feel related.
The desired target group
Millennials (born between 1980 and 2000) and the generations born after 2000 particular are active on social platforms. “Image and video driven” media in particular are doing well.
Influencer marketing can be a perfect way to bind this sought after group to you. Influencers tip a show or festival to their fans and show that they have a connection with the relevant cultural institution; 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 themselves.
Radio commercials, abri-campaigns or full-page advertisements in the daily newspapers: only few cultural institutions can afford this from a budgetary point of view. Although some macro-influencers can be quit expensive, the budgets for influencer marketing are relatively affordable. And a nice extra: the net reach of online media (who, when, what age) is easier to measure than that of an offline campaign.
Short-term, unique experiences
The duration of an exhibition is on average three to six months, an annual festival is often over within a day or weekend. Some artworks are made aware of perishable materials so that they only exist for a while.