Playbill Social Media Strategy

Playbill utilizes a variety of different social media platforms. Each of the platforms require different strategies.

Here are the strategies I execute most commonly.

Facebook is Playbill’s most commonly used platform. I post between 20 and 60 times on a given day. My main goal is to create bitlys and whitty captions that optimize SEO.

Facebook

Instagram

Instagram is Playbill’s second most used platform. I use a combination of Grid, Stories, and Reels.

Grid Posts

In 2023, I collaborated with the Social Media director to create a new look for the Instagram Grid. I redesigned the typography, branding, and implementation system. This included creating a new collage element to differentiate feature content from breaking news.

At the beginning of my tenure, I realized there was a gap in content coverage on Instagram. Some stories needed to be shared, but were not important enough for permanent positions on the Grid. I implemented the use of Instagram and Facebook Stories for this purpose. This increased the impressions by over 10,000 views per post. Additionally, I implemented a system to put the grid posts on the stories with their bitly to increase clicks.

Stories

Stories

Reels

Reels are mostly used to share performances at Playbill Studios, opening nights, and breaking news.

TikTok

Tiktok is my favorite platform to use. It allows the most freedom and the ability connect with the younger theatre fans who are the most passionate. We use the platform mainly for breaking news, announcements and trends.

@playbill who are you rooting for? #broadway #tonyawards #musical #playbill #theatrekid #theatretok #musicalrevival #cabaret #gutenberg #thewhostommy #merrilywerollalong @The Tony Awards @Merrily on Broadway @KitKatClubNYC @Gutenberg! the Musical ♬ original sound - playbill
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