Are you thinking about your content enough?

Thursday 31st August 2023

Within the past month, classical music’s accessibility has come up in various news articles and social media posts, whether it be from analysing the disparity in ticket sales across the industry or the benefits of fun cultural cross-overs, or the seemingly endless reminders of concert etiquette, there are many conversations about the gateway into the world of classical.

Although there are many different topics and voices around this central theme, we can see that digital marketing is the ultimate gateway into the classical world for the younger generation and all music lovers. Purchasing concert tickets and attending a concert can be seen as a big commitment to new audiences, whereas watching a 1-minute video is a low commitment. 

So are you thinking enough about what content you are producing? If you’ve found your social media following is stagnating, consider implementing new content styles and topics to expand your audience. Here are three ideas for you to expand your audience:

1 – Learning and insight 

Many classical musicians we work with and see on our social media sometimes forget how fascinating many aspects of their lives are to most people. Whether it’s the inspiration behind your concert repertoire, the experience of travelling to different countries and interacting with different people, or offering musical insight and expertise to the next generation of musicians, you have a wealth of knowledge and experience to share with audiences. How much of this you offer is up to you – you might not want to give away masterclasses for free! 

2 – Don’t be afraid of what’s popular and cliche

Although a piece might be considered “cliche” in classical music marketing, there’s a reason why certain pieces are so recognisable. When we plan content with our clients, we use these recognisable and popular pieces to continue building new audiences and use more unique pieces to engage with current audiences. You should plan your content with a goal in mind, even if you are just recording yourself playing a piece for fun, by linking this with a goal, it means you can use the content effectively and with purpose.

3 – Explore different types of content

If you’re not quite sure which direction you want to head in, just try out different content types! Think about the type of people you want to follow your account. Will you offer deep historical context into a specific Bach piece for veteran Baroque listeners? Do you have a fun warm-up routine to share with cellists, from beginner to advanced? Can you offer your expertise in classical music that is sampled in pop music and the interesting anecdotes that come with it? Whatever content angles you go for, keep a target audience in mind and always remember to check your social media analytics to see who your followers are and what they’re interested in.

These three patterns of thought are just one way that you can expand your audience. Your 

organisation or level of control in certain aspects of your music will determine if there are more options for you to consider, such as discounted student tickets we see many organisations offer. We hope that classical music continues to aim for accessibility for all people who love the music, even the Poulenc-loving popcorn-eaters.