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In the ever-evolving landscape of event promo- tion, the role of social media cannot be oversta- ted. Verknipt, a festival that has captured the hearts of party-goers across the Netherlands and beyond, has effectively harnessed the power of social media to connect with its audience. In my recent Q&A with Chris Bauduin, Iris Huijkman and Laura Keresztes from the MKT & PR team, we delve into the intricate details of their social media strategy across platforms like Insta- gram and TikTok, their journey of evolution and adaptation, and the essential role of community building in their success.
The first question posed to Iris and Laura re- volved around the development of their social media strategy for Instagram and TikTok. Both team members shared insights into the core va- lues and objectives that guide their content and interactions on these platforms.
“At Verknipt, nothing’s too crazy, and that’s what we aim to showcase in our social media,” Iris explained.
The team focuses on dynamic videos that align perfectly with the brand’s vision, emphasizing high
tered footage. From viral artist moments to behind-the-scenes footage, the content is designed to engage viewers and keep them coming back for more.
“Our goal is to ensure that there is never a dull moment, whether you’re scrolling through our social channels or attending our events,” Laura added.
This commitment to engaging content not only reflects Verknipt’s unique identity but also sets a tone that resonates with its audience.
Evolution and Adaptation of the Social Media Strategy
Reflecting on the early days of Verknipt, Iris and Laura highlighted the festival’s pioneering approach to social media, particularly with the use of TikTok.
“We were the first event in the Netherlands to recognize the potential of TikTok, and we’ve been using it almost daily since 2021,” Iris remarked.
The team developed a strategy that focused on fast-moving, high-quality short clips, offering a taste of the Verknipt experience from a visitor’s perspective.
This innovative approach not only increased their viewing time but also broadened their
reach,
enabling them to connect with potential future attendees. “Our leadership in TikTok strategy has contributed to exponential growth for our brand,” Laura noted.
production value and community-cen-
DIFFERENTIATING CONTENT ACROSS PLATFORMS
As social media platforms each come with their own cultures and audiences, the Verknipt team places great emphasis on creatively adapting their content to suit these nuances.
“We view each channel as unique,” Iris explained. “Instagram and Facebook focus on high-quality promotional content, while TikTok is more about personal touch and fun.”
On WhatsApp, the approach shifts towards providing extras for
serves primarily as an informational platform, although its relevance varies by region.
“As we branch out internationally, we see that Facebook remains an important channel in certain countries,” Laura added.
An example of their creative approach is the scripted event teasers shared across platforms.
These professionally shot and edited videos resemble music video clips, showcasing the festival in a captivating light. One notable teaser is the Verknipt ArenA 2024 teaser, which demonstrates their commitment to high production values and engaging storytelling.
TACTICS FOR GROWTH AND ENGA- GEMENT
Growing a social media presence involves a blend of art and science. When discussing the tactics that have proven effective for Verknipt, Iris highlighted the importance of staying current with social media trends.
“We actively invest time in understanding the development of social media apps and services,” she stated. This vigilance allows them to seize opportunities for new ideas quickly.
Listening to their target audience is another critical tactic. The team regularly solicits fee- dback on line-ups, merchandise, and event experiences.
“When fans request something, we check interna- lly to see if we can make it happen,” Laura explai- ned. This level of responsiveness fosters a sense of community and connection.
When it comes to defining success on social media, Iris and Laura take a holistic view. “A good post is not only measured by view numbers, but also by how the message is received by our au- dience,” Iris stated.
They analyze engagement metrics such as li- kes, shares, and overall interaction to gauge the effectiveness of their content.
25 die-hard fans. Facebook
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