Image: Screenshot of Paris Opera Website
Because I love ballet and regularly follow the top companies in the world, I took a closer look at their social media and websites. The Paris Opera particularly stood out in the performing arts world.
I have also selected Nike, a reference in social media strategy, for its immense success on Instagram.
On the other hand, Freestyle Canada is missing out on social media opportunities.
1. Paris Opera playing up the video card
The Paris Opera underwent an overhaul of its digital strategy in 2016 to develop sales and gain more awareness in the public, both in France and abroad. What strikes me the most is its much heavier reliance on video, in line with the objective of reaching out to a broader audience, including the younger public.
Here are some highlights:
The institution clearly stepped up its digital communication via video, leveraging a medium that is increasingly used by younger audiences, which had traditionally escaped the Paris Opera that until recently had been more focused on older wealthier dance and Opera aficionados. The YouTube channel proposes interviews with artists, previews of performances. But it added something I have not really seen at other comparable institutions: background information on some performances in the way of very short humoristic animations such as the “recipe” of Don Carlo. The channel has 48,300 subscribers.
Image: Screenshot of Paris Opera’s YouTube channel
Even better, the Paris Opera seized on the Podcast trend in a big way, partnering with French music radio station France Musique to create “Dance! Sing! 7 minutes at the Paris Opera,” which it describes as “original incursions into the season.”
- The Third Scene
What is unique about the Paris Opera is that it is the only ballet and opera institution in the world to have two theaters: Palais Garnier and Opéra Bastille. The digital transformation leveraged this unique feature to add a “Third Scene”, with its own Facebook page. Every month, this digital stage offers a new creation from artists across different genres (fiction, performance, documentary), provided their creation is related to dance or music.
2. How Nike Just Does It on Instagram
- Following the audience and trends
Nike goes where its audience is and speaks their language. In a social media world increasingly dominated by imagery and videos, Nike seems to be stepping up efforts on Instagram (IG), and for good reasons: according to Sprout Social, 80% of IG users follow a brand. Users are right in Nike’s alley when it comes to demographics: while the brand generally targets the 15-40 age range, 72% of IG users are 13-17 years old and 64% are 18 to 29.
Image: Pixabay free stock
- Speaking the audience’s language
Nike takes each post very seriously, judging by their quality. When looking at Nike’s IG, the pictures and videos are a mix of emotions, real-life situations and high performance experiences, all with one thing in common: inspiration and high quality. Not only does Nike meet its audience where it is, but it shows them pictures and videos of what they like, speaking their own language. Its approach is paying off: Nike’ main IG channel has 96.1 million followers, making it the brand with the most followers on IG.
Image: Screenshot of Nike’s Instagram
3. Freestyle Canada missing out on opportunities
Freestyle Canada is the country’s freestyle ski association governing all aspects of the sport, including its development, and would benefit from higher memberships and awareness.
Granted, resources are not those of Nike. But even the website, to which social media platforms link back to is not up to date. In fact, it does not provide a link to IG, the second most active social media platform for the organization, while listing Google+, which no longer exists. Some other information, such as competition results, is not updated in a timely fashion.
Image: Screenshot of Freestyle Canada’s website
The organization is also literally absent from YouTube, with few posts and 211 subscribers, while most freestylers are the young demographics influencing the growing video trend on social media.
The organization could encourage the freestyle community to share videos as a way to get around the lack of resources or leverage influencers’ posts.
Overall, Freestyle Canada would benefit from a strategy that would help promote awareness of the sport on social media by better leveraging platforms’ automation capabilities, introducing an editorial calendar covering platforms where the audience is having its conversations, or broadening the types of stories to share, including more lifestyle stories.
What is the best social media strategy you have seen?