Marketing That Works for the Entertainment Industry

The entertainment world is a fast-paced, feelings-first industry—so why are so many marketing strategies still stuck in “build it and they’ll come” mode? Whether you’re promoting live shows, streaming content, or community events, you need a marketing approach that’s as engaging as the experience itself. Let’s break down what works now.

Entertainment brands should focus on creating high-emotion, short-form content and building audience anticipation well before their release or event. With the right blend of digital buzz, community building, and real-time engagement, even small players can make a big splash.

Introduction

Marketing in the entertainment industry is uniquely challenging because you're not just selling a product—you’re selling an experience. Whether it’s a theater production, comedy night, concert series, or a new media launch, entertainment marketing thrives (or dies) on momentum and emotion. These businesses typically rely heavily on word-of-mouth, social media buzz, and traditional PR.

In recent years, we’ve seen a major shift toward digital-first campaigns, influencer-driven hype, and interactive audience engagement. Consumers now expect more than a show—they want the behind-the-scenes, the build-up, and the connection. Fortunately, that makes it easier than ever to stand out… if your marketing can keep up.

What Others in the Entertainment Industry Are Doing

Many entertainment brands lean heavily on Instagram and Facebook to push their events or releases, often with a “one-and-done” flyer post strategy. Their budgets tend to go toward print ads, boosted posts, or occasionally local radio efforts that once worked well but are no longer enough to cut through.

Common tactics I see include:

• Posting show posters or event flyers without any storytelling or buildup.

• Relying on organic reach without nurturing actual engagement.

• Last-minute pushes that don’t allow time to generate momentum or ticket sales.

What’s overdone?

The generic “come see us!” post with no hook, no story, and no audience warm-up. And sadly, many businesses still haven’t adapted their marketing to mobile-first or video-first formats—even though that’s where attention lives now.

What’s Working in Entertainment Marketing Right Now

Let’s imagine a local comedy club or indie venue that’s used to relying on printed posters, weekly Facebook events, and last-minute ticket pushes. Now, picture what could happen if they shifted gears—showcasing the energy of their space through short, consistent behind-the-scenes content. Think: candid clips of performers warming up, crowd laughter, post-show reactions, or even venue staff prepping for a big night. That kind of storytelling makes the experience real before the ticket is even bought.

Entertainment brands—especially at the local level—can find traction when they start thinking like content creators.

Here’s what’s showing strong potential:

• Short-form video on TikTok, Reels, and YouTube Shorts. Not just polished promos, but raw, authentic clips that let the vibe of the event come through.

• Email marketing with personality. Think curated recommendations, quirky “what to do this weekend” lists, or first-look teasers for upcoming shows.

• Local collaborations—partnering with neighborhood restaurants, influencers, or even fellow artists to cross-promote and build buzz together.

Trends that are gaining steam:

• Community storytelling. Audiences want to feel connected, not just entertained. Spotlighting loyal patrons, regular performers, or local history can create a sense of belonging.

• Behind-the-scenes content. This doesn’t have to be high-effort—just a few seconds of life backstage or pre-show routines can humanize your brand.

• Interactive engagement. Polls, challenges, Q&As with performers—anything that pulls your audience into the narrative increases emotional investment.

This is a shift from just selling tickets to creating an experience before someone ever walks through the door.

What’s Not Working

Marketing every event like it’s a blockbuster. Not everything needs a full trailer, press release, and social countdown. Smaller shows or recurring events should be marketed with consistency, not fanfare. When every show is pitched like it’s the next Coachella, audiences tune out.

Forgetting to market the experience. Too many posts focus on who’s performing or what’s screening, but not on how it feels to be there. People buy tickets for the vibe, not just the lineup. If your content doesn’t communicate the mood, the crowd, or the energy, it’s missing half the story.

Neglecting follow-up. Most entertainment businesses don’t nurture their audiences after the curtain falls. No recap content. No post-show thank-you. No reminder to come back next weekend. Without that relationship-building, you’re always starting from scratch.

Over-indexing on followers, not engagement. A venue might have 20k followers and still struggle to sell 200 tickets because they’re not engaging their local base. Chasing vanity metrics can mask weak community connections.

Being too dependent on Facebook. A lot of legacy entertainment businesses live or die by Facebook Events, but younger audiences may not even use the platform. If you’re not diversifying into TikTok, Instagram Reels, YouTube Shorts, or even email/SMS, you're relying on a shrinking audience pool.

Where You Should Spend Time & Resources

If you’re in the entertainment industry, your marketing should make people feel something—before they even walk in the door. Here’s where your time and money will go furthest:

1. Focus on capturing the experience, not just announcing it.

Don’t just say there’s a show. Show the vibe. Allocate budget to high-quality video and photography from your events—crowds laughing, performers mid-note, cocktails clinking, lights dimming. Then reuse that content endlessly in your marketing. These assets are your new digital flyers.

2. Invest in owned audience channels.

Your followers are not your audience—your email list and SMS list are. Build them actively. Use free guest Wi-Fi opt-ins, giveaway entries, or ticketing checkouts to gather info, then send personalized content. A well-timed email blast or text reminder often sells more tickets than any boosted post ever will.

3. Prioritize community + cross-promotion.

Entertainment thrives on scene and synergy. Collaborate with local restaurants, bars, hotels, or even other event producers. Shared giveaways, ticket bundles, or co-hosted experiences can help you tap into adjacent audiences who already love going out.

Sample Weekly Marketing Plan

Monday: 

• Recap post from last weekend—video highlights or a quote from a performer/audience member.

Tuesday: 

• Tease for an upcoming event—reel or photo carousel focused on what’s different about this one.

Wednesday:

• Behind-the-scenes or “what to expect” post. Staff spotlight or artist Q&A, if applicable.

Thursday:

• Email newsletter and SMS blast: include this weekend’s events + exclusive discount for subscribers.

Friday:

• Countdown or “What’s Happening Tonight” reminder with urgent CTA to grab tickets or RSVP.

Saturday:

• Real-time stories of the night unfolding—tag performers, repost audience posts.

Sunday:

• Audience photo roundup or “thank you” post + soft push to next week’s show.

Pro Tips & Growth Levers

Here’s one advanced move most entertainment brands aren’t doing yet—but should be:

Host Micro-Influencer Nights

Choose 5–10 local content creators with modest but engaged followings (think: 1,000–10,000 followers). Invite them for free to your next event, with one condition: they have to capture and post their experience. Offer a branded backdrop, a custom cocktail, or a “VIP moment” to encourage posts that tag your venue or show. Bonus points if you give them discount codes for their followers to track conversions.

Add Interactive Elements to Your Digital Presence

Think polls about your upcoming acts, choose-your-own-adventure IG stories, or shortform “would you rather?” games tied to your theme or genre. People are much more likely to buy tickets when they’ve already engaged once with your content.

Optimize for Local Search—Religiously

“Live music near me” and “comedy tonight” are highly searched phrases. Yet most entertainment venues still neglect their Google Business Profile. Keep yours updated with real event titles, keywords like “live DJ” or “drag brunch,” and tons of photos. Encourage happy guests to leave reviews while the vibe is still fresh.

Conclusion

Entertainment is supposed to be exciting, so why does so much marketing feel flat? The truth is, most local venues and event creators are still treating their online presence like a digital bulletin board instead of the experience preview it needs to be. If you want to fill seats, increase repeat visits, and stay top of mind between events, it's time to treat your marketing like part of the show.

If you’re ready to make your audience feel the magic before they even arrive, let’s talk. I offer simple, results-focused marketing packages for entertainment brands, including content strategy, event promotion, and audience growth. Let’s book a discovery call and bring your spotlight moment to life.