Your Questions: Why Won’t Facebook Drive People To My Gigs?

Phil Morse | Founder & Tutor
Read time: 2 mins
Last updated 3 August, 2017

Empty Floor
Even if you invested thousands of hours promoting online and tagging your friends on Facebook, you’re going to end up with an empty floor if you don’t give people a good enough reason to go.

Digital DJ Tips reader Sigmar writes: “When I post photos on Facebook with me playing in front of a big crowd or some funny picture while DJing, I get a lot of likes, comments and positive social feedback. My friends seem to like the fact that I am a DJ, and I’ve got lots of good feedback on the music that I have shared and on my mixes. Even in parties, friends and total strangers come up to me and say ‘Well done mate, this was a really good party,’ or, ‘Really good set dude, I really liked it’.”

“Here’s my problem: Once a month I organise my own event where I spin alongside other DJs. I share it, invite all my friends to it, and so on, but maybe 5% or even less will actually end up attending the show. Nobody even shares the event invite or ‘likes’ it. I have seen how friends support musicians, athletes, actors etc, but when it comes to promoting parties I see the opposite, as I’ve seen this happen to other DJs too. I’m probably doing something wrong, but I have no idea what it is or what it might be.”

“Have you been in the same situation before, or is it just something we have to live with? How can I promote my events without being ‘spammy’ and screwing all my social connections?”

Digital DJ Tips says:

Firstly Sigmar, you have to give them a good event. Social media will not make people do something they don’t want to do, and I’m not saying you’re forcing people, but without a good reason for people you’ve invited to go, you’re doomed from the start.

You know, it’s very easy to “like” a nice picture, or a new tune you shared, or a post by a celebrity because the investment in time and effort to do so is pretty much zero. Look at the number of “likes” under this post: Those people had a fleeting wish to show approval, and they did it. Done.

That’s very different to committing to an entire evening out, spending both time and money in the process.

Getting people to attend club nights is an art and a science (I know, I promoted my own for nearly 15 years), and social media plays a huge part, but it isn’t going to magically fill venues for you. If it were me, I’d continue to use social media to publish posts that the platform is suited for (you’ve listed them above), while not relying on it as the only way you get people to come out to your show.

We have a whole series on promoting your own events that will help you to do that: How To Promote Events & Throw Your Own Parties. Hope you find some useful stuff in there!

Have you observed what Sigmar is saying for yourself? If you promote events, where do you think social media fits in with getting people through the door? Please share your thoughts in the comments.

Digital DJ Lab