You’ve invested in marketing and advertising for your arts organization, but ticket sales and attendance still aren’t where they need to be. Sound familiar? You’re not alone. Many arts organizations are navigating the same challenge, and the truth is—it’s getting harder. With the ever-changing social media landscape, rising advertising costs, and shrinking organic reach, what worked a few years ago simply isn’t enough today.
Recent research from Colleen Dillenschneider and IMPACTS Experience reveals that the percentage of revenue arts organizations need to spend on marketing has increased by about 3% over previous benchmarks. If your marketing efforts aren’t delivering results, it may be time to re-evaluate how much you’re investing and where it’s going.
Step 1: Investing More Is No Longer Optional
It’s a tough reality, but not investing enough in marketing means you’re missing out on potential audiences. According to Dillenschneider’s study, performing arts organizations that reach 92% or more of their market potential typically invest 14.2%–20.4% of applicable earned revenues in audience acquisition.
That’s an increase from earlier benchmarks—reflecting the growing competition for attention, changes in audience behavior, and the rise of pay-to-play platforms. Organizations spending less than 9.3% often struggle to achieve even 62.5% of their market potential, meaning lower ticket sales and missed revenue opportunities.
Step 2: The Changing Social Media Landscape Requires a Smarter Strategy
It’s no secret—organic reach on social media platforms has declined significantly, and paid media is now the primary way to reach audiences effectively. But where should you focus your investment?
Google and YouTube
- Google and YouTube have a long and consistent track record of delivering measurable results, making them a core essential for arts marketing.
- With the ever-changing state of social media, we expect to see Google’s relevance grow even more this year as platforms like Meta experience ongoing shifts and uncertainty.
- Google Search and Display ads capture people actively searching for arts experiences, making them one of the best platforms for direct conversions.
- If you’re a nonprofit, you may qualify for a Google Grant, which provides up to $10,000 per month in free ad spend, yet many organizations aren’t fully utilizing it.
- YouTube is becoming an increasingly powerful tool for audience engagement and awareness, especially with its strong searchability and evergreen content opportunities.
- We also expect to see Youtube Shorts grow, so make sure you’re including all your portrait video content there as well (1 minute or less).
Meta (Facebook/Instagram)
- While Meta remains an important advertising channel, it’s currently facing significant shifts, from algorithm changes to evolving ad policies, making it less predictable than in previous years.
- Some organizations are choosing to move away from Meta (and we completely understand that) It’s a choice that you need to make, and we know not an easy one.
- At this time, Meta is still providing strong engagement and audience reach, but we recommend arts organizations approach it with a flexible strategy that adapts to ongoing changes. We will let you know if anything shifts
Consider Spotify Ads if your organization incorporates music, offering a unique way to reach listeners where they already engage with the arts.
Step 3: Stop Budgeting in a Vacuum—Plan for the Entire Season
One of the biggest mistakes arts organizations make is working with a “bucket budget”—a single allocation expected to cover an entire year of marketing. This often leads to underfunded campaigns and last-minute scrambles. Instead, take a holistic approach:
- Map Out Your Entire Season: Allocate funds strategically across different events and platforms.
- Adjust Based on Data: Be flexible enough to shift dollars to what’s working.
- Prioritize Your Best Channels: Focus your budget on platforms with the highest potential for ticket sales and engagement.
Step 4: Evaluate Every Dollar Spent
With tight budgets, every dollar needs to work harder. Regularly assess your campaigns and ask:
- Are we reaching the right audience?
- Is our ad spend leading to ticket sales?
- Should we reallocate funds based on performance?
Even relationship-building efforts should have clear, measurable goals. If a particular channel isn’t delivering results, it’s time to pivot.
Why It’s More Important Than Ever
The landscape for arts organizations is changing rapidly. Social media algorithms are evolving, ad costs are rising, and competition for attention is at an all-time high. Now more than ever, investing the right amount in the right places is critical to staying visible and relevant.
Organizations that cut back on marketing are often the slowest to recover from downturns. According to IMPACTS Experience, those that sustained their marketing investments through challenging times, like the pandemic, were the ones that rebounded the fastest.
Marketing can feel overwhelming, but it doesn’t have to be. The key is having a plan that aligns your budget with your goals, ensuring you’re spending wisely and strategically. By focusing on the right platforms, investing the right amount, and adapting to changing trends, your organization can not only survive but thrive.