Using Instagram and Pinterest as Part of Your Arts Marketing Tactics

What are Instagram and Pinterest?

Instagram is a photo and video sharing social networking site. Besides sharing on Instagram itself, the app works well with Facebook, Twitter, Tumblr and Flickr. Pinterest is a social bookmarking site that uses imagery, and allows community members to share their "pins". Both are useful for searching for specific topics, building engagement and community. Their intrinsic value is that they are based in visual content. Latest research shows that the brain processes visual content at a staggering 13 milliseconds. Far faster then reading content. For customers today, dealing with such an onslaught of content, visual content is certainly the way to go.

But why bother?

In a word: engagement. Content presented in this manner is fast and easy for customers to engage with. If done well, it can also lead to shares in a way that written content cannot, increasing your reach. And because Instagram for example, easily integrated with Facebook and Twitter, you can tie in Instagram with these other forms of social media you already use.

How do you use these services best?

Before we get into the ideas, let's talk about frequency and timing. While it will largely depend on your goals, You need to post at least one or more photos on Instagram per day, and between 4-10 pins per day on Pinterest. Don't overly worry if it is less, or more, just be sure to track your results so you can see what is working and what isn't and adjust from there. As always, quality content matters, so try for the best quality pictures and posts you can.

1. You've got a lot of material. Arts and cultural organisations have opportunities to take a lot of pictures. Backstage, event set, even audience arrival can build buzz. Try a "Picture of the Day" campaign it can really showcase your organisation. Again, try and choose something engaging that will get shared.

2. Build buzz. Are you going through a refurb? Rehearsals started on the spring programme? Are the festival marquees going up? These are all great ways to build buzz and track progress for your fans.

3. Backstage pass. This is similar to number 2, but could be more focused on behind the scene images. These progress type pics are a great link into donations and membership opportunities with your customers. Seeing the progress, gives a great focus on where donations are going and why they are needed. If you do this type of campaign try and focus on the story these pictures are telling. That will help to create a narrative your fans can relate with.

4. Visitor content. Instagram and Pinterest are best used when there is a two-way conversation. Why not try hosting an Instagram competition or even showcase visitor content. This sort of sharing not only builds engagement, but it also build community.

5. Tie ins and offers can work. While you certainly need to think differently about your Instagram or Pinterest strategy as compared to Twitter or Facebook, Tie ins and offers can still work in this medium. This audience images as part of competitions and giveaways or similar.

6. Hashtags. This is a must for Instagram. This is how people search. Keep it relevant, but not too narrow so people can find you. So for your theatre you may still use a #theatre tag, you can also add more specific location or show tags so you can be found.

Last thoughts, remember that this takes time. Building a following, understanding what works for your audiences and what doesn't, finding the right mix of audience engagement - all will take a bit of time. Remember to integrate your Pinterest and Instagram strategies with the rest of your social media so you have a coherent message. Keep the photos natural and spontaneous! And remember to have fun!