How We Build Social Media Stories for Every Show
A performance begins long before the curtain rises. For Figueres a Escena, that beginning often happens on a phone screen, where a short video, an image, or a carefully chosen sentence can help someone discover a show at Teatre El Jardí or Sala La Cate. Our marketing team turns each programme entry into a sequence of social media moments that feels as distinctive as the event itself.
The aim is not to publish the same promotional message in different colours. Theatre, music, dance, cinema, opera, circus, and family entertainment each have their own language, pace, and audience. Our content reflects those differences while keeping a recognisable connection with the cultural life of Figueres.
Every campaign combines planning with observation. We study the artistic proposal, identify what may interest local audiences, create useful and engaging content, and then adapt our approach as people respond. This is how our marketing team creates social media content for each show without losing the human character behind the programme.
Starting with the artistic identity
The first step is to understand what makes a performance worth seeing. We review the artistic team, the themes, the format, the length, the intended audience, and the atmosphere the production creates. A contemporary dance work may need visual, sensory language, while a comedy might benefit from a playful line or a glimpse of the performers’ chemistry.
We also speak with the people closest to the show whenever possible. Artists, directors, musicians, teachers, and production teams often offer details that do not appear in a standard press release. A rehearsal anecdote, an unusual instrument, a movement exercise, or a personal reason for creating the work can become the starting point for an authentic post.
This preparation helps us avoid generic phrases. Instead of simply announcing a date, we look for the detail that gives the audience a reason to pause, remember, and share the content with someone else.
Turning programme details into a content map
Once we understand the show, we create a content map. It sets out the main message, key dates, ticket information, visual resources, audience segments, and the stages of the campaign. A performance usually needs more than one announcement: an initial discovery post, practical reminders, artist-focused content, and a final invitation.
The timing changes according to the event. A major production may need several weeks of communication, while a workshop or a small concert may work better with a shorter, more concentrated campaign. We consider school holidays, local celebrations, competing events, ticket sales, and the habits of different audiences in Figueres and the surrounding area.
This planning also gives every post a clear purpose. Some content builds awareness, some explains the experience, some answers practical questions, and some creates urgency as the performance approaches. The result is a connected narrative rather than a stream of isolated announcements.
Matching formats to audiences and platforms
The same idea can take different forms depending on where it appears. Instagram may lead with a striking image, a carousel, or a short rehearsal clip. Stories can handle quick reminders, polls, countdowns, and behind-the-scenes details. Facebook remains useful for fuller event information and for reaching audiences who prefer a clear summary before deciding.
Video is especially valuable when movement, sound, or personality is central to the show. A few seconds of choreography can communicate more than a paragraph about dance. A musician tuning an instrument, an actor describing a character, or a child discovering a prop can make the event feel immediate without revealing too much.
| Show element | Useful content format | Audience value |
|---|---|---|
| Visual atmosphere | Reels, photographs, short trailers | Helps people imagine the experience |
| Artist perspective | Brief interviews and quotes | Builds trust and emotional connection |
| Practical information | Carousels, event posts, story cards | Makes planning easier |
| Family programming | Clear graphics and playful clips | Shows age suitability and shared enjoyment |
| Workshops and ATEB activities | Process images and participant voices | Highlights learning and community |
| Final ticket reminder | Countdown stories and concise posts | Encourages timely action |
We adapt the tone as well as the format. A family show should feel welcoming and easy to understand, while an opera campaign may give more space to the score, the voices, or the visual world of the production. The platform is important, but the audience’s expectations are equally important.
Creating assets that feel alive
Our content production often begins with a small set of flexible materials. We might capture portraits, rehearsal photographs, vertical video, landscape images, short interviews, and detail shots of costumes or stage elements. These assets can then support multiple posts while retaining a consistent visual identity.
We prioritise real moments over overly polished advertising. A performer preparing backstage, a stage light being tested, or a group working through a scene can communicate effort and anticipation. These glimpses invite audiences into the process and show that live culture is made by people.
Artist voices are particularly powerful. A short answer about the inspiration behind a piece can become a caption, a video, or a quote card. For conversations centred on performance and expression, we may develop actor-led conversations that give audiences a direct connection with the creative process.
Good social content also respects attention spans. We look for one clear idea per asset, strong opening frames, readable text, accurate subtitles, and captions that add context rather than repeat what is already visible. Accessibility is part of the creative process, including contrast, captioning, plain language, and practical details that help more people participate.
Publishing with rhythm and responsiveness
A campaign needs a steady rhythm. Publishing too early can make a show disappear from people’s minds, while publishing only at the last minute leaves little time for planning. We balance advance information with reminders that become more specific as the date approaches.
The calendar remains flexible because live culture is responsive. A new image from rehearsal, an artist mention, a sold-out update, or a change in venue information may require us to adjust planned content. We monitor comments and direct messages so that questions about age recommendations, access, duration, tickets, or arrival times receive useful answers.
We also coordinate closely with the venue team and artists. Social media works best when everyone shares accurate information and understands the campaign’s main message. This coordination prevents confusion and allows us to react quickly when a performance begins attracting unexpected attention.
Measuring attention and learning
Performance data helps us understand what resonates, but numbers are only part of the picture. We review reach, video views, saves, shares, link clicks, ticket referrals, and audience growth. A post with modest reach may still be valuable if it leads people to save the date or ask a meaningful question.
We compare results by format, subject, timing, and audience. Behind-the-scenes footage may produce strong engagement for one production, while a concise artist quote may perform better for another. Family audiences may respond to clear visual information, whereas regular theatre-goers may engage more deeply with context and criticism.
These observations shape future campaigns. The goal is to build a useful record of what works for different kinds of events, while leaving room for experimentation. Every show adds knowledge to our communication practice.
What guides our content decisions
Our team uses a few principles to keep promotion focused, generous, and connected to the experience in the venue. They help us make daily decisions when there are many possible images, messages, and publishing times.
- Begin with the artistic idea rather than a generic sales message.
- Give audiences practical information in a clear, easy-to-find form.
- Use real voices and genuine process whenever artists and teams allow it.
- Adapt the format and tone to the show, its audience, and each platform.
- Treat comments, shares, questions, and ticket behaviour as useful feedback.
The strongest content does not try to replace the live event. It creates anticipation for it. A social post can offer a glimpse of a world, but the full experience still depends on the shared space, the performance, and the encounter between artists and audiences.
That is why our campaigns connect digital communication with the wider work of Figueres a Escena. The same venues that host performances also welcome workshops, talks, rehearsals, community activities, and ATEB theatre training for children, young people, and adults. Social media gives these experiences a visible starting point and helps people find their place within them.
Follow the programme, discover the stories behind the next performances, and choose an event to experience at Teatre El Jardí or Sala La Cate. Your next live cultural moment may begin with a post, but it comes to life in the room.