Using Social Media to Boost Your Theater’s Reach
Using Social Media to Boost Your Theater’s Reach
Social media has become a powerful tool for connecting with audiences, building excitement for performances, and showcasing the hard work of theater students and staff. For high school theater programs, a well-executed social media strategy can expand your reach, strengthen community support, and even help with fundraising. Let’s explore how to leverage platforms like Instagram, Facebook, and TikTok to boost your theater’s visibility.
Why Social Media Matters for High School Theaters
Our current high school students have never known a world without social media. Let that sink in for a minute. My eldest child grew up without a cell phone, my youngest’s first taste of social media was Club Penguin, which required him to be at the family PC, but my current students have grown up with mobile devices in their hands and social media as their connection to the world.
They have the world we literally dreamed about as kids. Now there are certainly drawbacks, but we’re not discussing that right now. We are going to talk about taking the largest and most developed communications systems on the planet and using them for good. Mainly the good of our theater programs. What could be better?
Every community has a social media presence. These used to exist as sections of the newspaper or maybe free Zines we’d find at the local drug store. They hold the same purpose, and that is to connect the community. Getting involved with these pages and following these accounts is a great start to spreading awareness of your program.
Ever wish people understood what it takes to make a show happen? Now you can show them with ease. Give your parents, peers, and board members a sneak peek at what’s going on by sharing snippets and pictures from rehearsal;s and builds on your social media accounts.
Advertise! All of these platforms have very user friendly ways to spread your message. From free to full blown marketing campaigns, there are tools available.
Pro Tip: A consistent and authentic online presence helps your program stand out in a crowded digital world.
Full disclosure, to avoid posting recognizable pictures of students, this image of kids getting ready for The Wizard of Oz was created in Midjourney.
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Building an Effective Social Media Plan
Just as it is important to know your audience when marketing a show, it is important to know where your audiences are on social media. Focus on platforms your audience uses. Facebook is great for parents and community members, while Instagram and TikTok appeal to students. Consistency is key with social media posting. Develop a schedule to post weekly updates, teaser trailers, and show promotions. It is also important to keep your audience engaged. Reply to comments, answer questions, and encourage shares to build engagement.
Example Post Ideas:
Weekly “Behind the Curtain” feature showing the progress of costumes, sets, or lighting design.
A countdown to opening night with cast and crew interviews.
Find ways to offer entertainment and value in your posts. Let your audience know you appreciate them and they will return the favor.
Google has free templates for social media planning via Drive. You can also find helpful tools in Hootsuite and Canva, though charges may apply.
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Showcase the Unique Aspects of Your Program
While there are similarities in high school theaters everywhere, there are also a hundred things about your program that make it special. Highlight what makes you unique. Share stories about student achievements or their favorite moments from rehearsals. Or your favorite moments working with them. Create student spotlights to make your kids feel like stars.
Let people in on the process. Post time-lapse videos of set builds or lighting setup, or post photos of parts of the theater they don’t get to see as audience members. Most people have no idea what goes into putting a show on stage.
And let people know what they missed. Share photos and videos from performances after the show has closed (with permission of course). We don’t want FOMO to get people down, but we do want to get them excited to come to the next show!
Pro Tip: Use hashtags like #TechTheater, #TheaterLife, or #HighSchoolDrama to make your posts discoverable.
Students run the show from the lighting booth at Bradford HS.
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Promote Events and Fundraising Campaigns
Social media is an excellent platform for advertising. Post a direct link to buy tickets, along with compelling visuals. Current online ticketing platforms make it easy, and may even have pre-built templates already available for you to use.
Use social media to drive fundraising. Share specific goals, like raising money for new equipment, with heartfelt stories and progress updates. It goes back to community engagement. Build the community and they will be there for you!
Use it for the community call board it is. Announce workshops, auditions, and volunteer opportunities. We post opening night messages for other schools, thank yous to our supporters, and opening night count downs on our social media pages.
Pro Tip: Use Instagram Stories and TikTok videos for quick, engaging reminders.
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While social media outlets can be a powerful tool for engagement and promotion, it is also a lot of work. Social Media Expert is a full time job many theaters and businesses hire. Let students and parents know, this is a real career path that is only going to grow. Plan time for your social media campaigns, enlist students (maybe your drama club or ITS chapter?) to assist with the creation and posting. Monitor what students put out and make sure you are aware of what your online footprint is and what it says about you as an organization. Remember, authenticity matters.
Social media isn’t just for big theater companies—it’s an incredible opportunity for high school programs to connect, inspire, and grow. By creating engaging content and staying authentic, you can amplify your theater’s story and invite your community to play a bigger role in your success.
Have tips or questions about using social media for your theater program? Share them in the comments below! For more ideas, join us on Facebook (how appropriate!).
