How to Promote a Show on Social Media

Getting eyes on your stage play, band gig, comedy night, or web series premiere relies on building buzz where people are already paying attention: social media. A great social media promotion strategy can turn a handful of interested followers into a packed house or a flood of online viewers. This guide provides a complete, step-by-step playbook for promoting your show, from the initial planning stages to keeping the conversation going long after the curtain falls.

Groundwork: Nailing the Basics Before You Announce

Before you shout your show's name from the digital rooftops, you need a solid foundation. Skipping these steps is like trying to build a set on a wobbly stage - sooner or later, things will get messy. This phase is all about defining your strategy and cleaning up your digital storefront so that when new people arrive, they know exactly what to do.

Figure Out Your Audience and Goals

First things first: who are you talking to, and what do you want them to do? Get specific.

• Who is your ideal audience member? "Everyone" is not an answer. Are they college students looking for a cheap date night? Are they families in your local community? Are they hardcore sci-fi fans who appreciate intricate world-building? Create a quick sketch of this person. What are their interests? What other accounts do they follow? This will inform every caption, image, and ad you create.
• What is your primary goal? Your main objective guides your content. Is it selling tickets? Getting RSVPs for a free event? Driving views to a YouTube premiere? Every post should have a clear call-to-action (CTA) that points followers toward this goal. Examples include "Get Tickets Now!", "Link in Bio for Details", or "Set a Reminder for Saturday's Premiere!"

Pick the Right Platforms

You don't need to be on every single social media platform. Spreading yourself too thin is a recipe for burnout and mediocre content. Instead, focus on where your ideal audience actually spends their time.

• For visual and performance-based shows (theatre, dance, music): Instagram and TikTok are your best friends. Their focus on short-form video (Reels, TikToks) and visually appealing images is perfect for showcasing behind-the-scenes clips, performance snippets, and stunning photography.
• For community-focused events (local plays, festivals, workshops): Facebook is a powerhouse. The ability to create detailed Event pages, invite followers directly, and leverage local Groups makes it invaluable for driving physical attendance.
• For industry networking and B2B shows (conferences, webinars): LinkedIn is your go-to. It's the perfect place to share professional insights, speaker bios, and event details with a more corporate audience.
• For real-time updates and conversation (premieres, live events): X (formerly Twitter) is still incredibly useful for live-tweeting, sharing quick updates, and engaging in instant conversations with fans and media.

Optimize Your Profiles

Your social media profile is your digital marquee. When a potential audience member lands on your page, it should take them less than three seconds to understand who you are, what you're promoting, and what they should do next.

• Consistent Branding: Use your show's official poster or logo as your profile picture and a complementary image for your header/banner. This creates immediate brand recognition across platforms.
• A Clear, Compelling Bio: State what the show is, where and when it's happening, and add a touch of personality. Most importantly, use that single bio link wisely! Use a service like Linktree or Beacons, or simply direct link to your primary goal: the ticket sales page.
• Pinned Post: Use the "pin" feature on Instagram, Facebook, TikTok, and X to keep the most important announcement at the top of your feed. This should be your show announcement post with all the key details and a link to tickets.

The Build-Up: Creating Hype and Anticipation

Now that your foundation is set, it's time to start teasing your show. The goal here isn't to blast "BUY TICKETS" endlessly. It's to build a sense of excitement and intrigue, making your followers feel like they are part of an exclusive journey leading up to the main event.

Create a Recognizable Visual Look

Consistency is memorable. Establish a visual theme for all your promotional content. This includes:

• An Official Hashtag: Make it unique and easy to remember (e.g., #MyAwesomePlayNYC, #WebSeriesFinaleRock). Feature it in your bio and on every single post. This not only brands your content but also turns into a searchable gallery of everything related to your show.
• Key Art & Templates: Work with a designer (or use a tool like Canva) to create simple, reusable graphic templates that incorporate your show's poster art, fonts, and color scheme. Use these for announcements, cast spotlights, and quote graphics.

Leverage Behind-the-Scenes Content

This is where social media shines. Give your audience a peek behind the curtain. This type of raw, unpolished content builds a personal connection and makes them feel invested in the show's success. Your phone is your best tool here.

• Rehearsal Footage: Share short clips (Reels/TikToks) of a dance number being perfected, actors running lines, or the band nailing a difficult solo.
• Set/Costume Reveals: Post time-lapses of the set going up or sneak peeks of costume details. Ask followers to guess what a particular prop will be used for.
• "Meet the Cast & Crew": Film short, informal interviews with your performers and creators. Ask them fun questions like their favorite line, the hardest part of their role, or what they're most excited for the audience to see.

Amplify Key Announcements

Turn every major milestone into an event. By staggering your announcements, you create multiple opportunities for buzz.

• Use Countdown Stickers: Use Instagram Stories' native countdown sticker for major dates: the official trailer drop, the day tickets go on sale, or opening night. Followers can tap to get a reminder.
• Reveal with Intention: Announce your cast one by one over several days. Reveal the official poster. Drop the trailer. Each of these is a distinct piece of content that builds on the last, keeping momentum high.

The Main Push: Driving Ticket Sales and Viewership

With opening night approaching, it's time to ramp up your efforts and turn that built-up hype into action. This is the time for your strongest content and most direct calls-to-action.

Go All-In on Video

If you take away one thing from this article, let it be this: video is a must. It's the most engaging format on every platform. A static image of your poster is fine, but video captures the energy of your show in a way nothing else can.

• The Official Trailer: This is a non-negotiable. Even a well-edited 30-60 second trailer set to exciting music can be wildly effective. Make sure it's formatted vertically (9:16) for Reels, Shorts, and TikTok.
• Performer Spotlights: Post short videos of your cast in costume, performing a powerful snippet from the show. Overlay text with their name and character.
• Testimonials & Reactions: If you've had a preview performance, use quotes from audience members (get their permission!) as text on video clips. "The most exciting show I've seen all year!" is powerful social proof.

Activate Your Cast and Collaborators

Your team is your most valuable promotional asset. Make it incredibly easy for them to share content.

• Create a Share Kit: Put pre-sized graphics, photos, the official trailer video, and pre-written caption ideas into a shared folder (like Google Drive or Dropbox). Send the link to everyone involved and ask them to post on their personal accounts.
• Partner with Influencers: Reach out to local food bloggers, lifestyle influencers, or niche creators who align with your show's theme. Offer them free tickets in exchange for a few posts or stories. An authentic endorsement from a trusted voice can be more effective than a traditional ad.

Run Targeted Advertising Campaigns

Organic reach is great, but a small, targeted ad budget can make a huge difference, especially in the final week or two before the show. Meta's Ad Manager (for Facebook and Instagram) is incredibly powerful.

• Target by Location and Interests: Focus your ads on people living within a certain radius of your venue. Layer in interests related to your show (e.g., "live theater," "stand-up comedy," or fans of similar shows/artists).
• Retarget Website Visitors: Install the Meta Pixel on your website. This allows you to run ads specifically to people who visited your ticket page but didn't buy. A simple ad reminding them that "Tickets are selling fast!" can be just the nudge they need.

During and After the Show: Sealing the Deal and Building an Audience

Your job isn't done once the doors open. Engaging with your audience during and after the run creates a loyal community that will be first in line for your next show.

Share the Live Excitement

Use ephemeral content like Instagram and Facebook Stories to capture the energy of the event in real-time.

• Go "Live" Backstage: A quick 5-minute livestream with the cast before the show starts can generate massive FOMO (Fear Of Missing Out) and encourage last-minute ticket sales.
• Reshare Audience Posts: Encourage attendees to tag you in their posts. Monitor your tags and reshare every positive mention to your Stories. This celebrates your audience and provides instant, authentic testimonials. Show off pictures of the crowd, the full lobby, and happy faces (with permission!).

Showcase Reviews and Reactions

Turn your audience into your marketing department. As positive feedback rolls in, amplify it.

• Screenshot and Share: Take screenshots of glowing comments, tweets, or text messages. Post them to your feed or Stories. Seeing real people rave about your show is incredibly persuasive.
• Create "Quote Graphics": Put a powerful line from a positive review onto one of your branded templates and share it widely. Tag the publication or person who said it.

Keep the Conversation Going

After the show closes, don't let your accounts go dark. Keep your newfound audience engaged so they stick around for what's next.

• Post-Show Q&A: Host an Instagram Live or Reddit AMA (Ask Me Anything) with the cast and/or director to answer fan questions.
• Share "Favorite Moments": Ask followers to comment with their favorite scene or song from the show. Post a "photo dump" of your favorite behind-the-scenes memories from the entire process.
• Thank Everyone: A sincere post thanking the cast, crew, and especially the audience goes a long way in building goodwill and community.

Final Thoughts

Promoting a show on social media is a marathon, not a sprint. It's about building a narrative, creating community, and steering excitement toward a singular goal. By starting with a solid foundation, teasing strategically, pushing hard with engaging video, and continuing the conversation after the curtain closes, you create a promotional plan that feels more like an event in itself.

Following a plan like this across Instagram, TikTok, and Facebook can feel like a full-time job. Juggling content calendars, customizing posts for Reels vs. Stories, and trying to keep up with comments can quickly become overwhelming. At Postbase, we built a tool to simplify precisely this chaos. Our visual planner lets you map out your entire promotional timeline at a glance, our scheduler handles all content formats - especially short-form video - natively, and our single inbox brings all your fan DMs and comments into one place, so you never miss a chance to engage. It keeps your promotion organized, so you can focus on putting on a great show.