A Library Is Winning Instagram Stories

Yep, that’s right. A library. The New York Public Library is getting people to read the classics 10 seconds at a time using what they call “Insta Novels”. The launch of Insta Novels has been a resounding success. The library says it has seen an increase of 100,000 new Instagram followers and over 40,000 readers completed  Alice’s Adventures in Wonderland. My first thought is that this could be a great way to make operas, ballets, plays, and the visual arts more compelling for new audiences. (If there is anyone out there who is … Read more

How Orchestras Can Use Influencer Marketing

I recently had a discussion with a large group of artist managers at a top New York management firm about influencer marketing. I posed the question: Have you seen classical presenters using influencer marketing? Most of these managers were aged between late-millennial to Gen-X. None of them had seen this type of thing being done—not even at top presenters such as the major orchestras and opera houses. The age-range of these managers is important because “outside of classical music”, they are engaged on social media enjoying many beautiful Instagram accounts that track hip events, … Read more

Authenticity FTW

We are bombarded with hundreds, even thousands of marketing messages each day. What cuts through that clutter is engaging, authentic content that your target audience can relate to. A recent article in Forbes asserts that a great way to do this is through user-generated content (UGC) and I don’t disagree. According to a 2014 study conducted by Cohn & Wolfe, 63% of consumers would prefer to do business with a brand they view as more authentic than its competitors. Authentic content can provide customers with an engaging visual experience — what’s more real … Read more

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