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New Report: 2015 Arts Industry Digital Marketing Benchmark Study

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Jun 10, 2016

A new report from Capacity Interactive compiles market research data from over 130 arts organizations. The free report tracks the marketing practices of arts organizations, detailing strategies related to paid digital media, social media, video, analytics, mobile, website, and site maintenance. Some of the key takeaways (quoted from the report’s introduction) include:

Organizations invested more in digital, but challenges around funding and expertise limited digital effectiveness.

In 2015 more than half of organizations surveyed spent at least 21% of their paid media budget on digital. That was up from 44% of organizations in 2014 and 34% in 2013. Larger organizations invested more- 64% of organizations with budgets over $5 million spent 21% or more on digital advertising.

Social media, especially Facebook, was strongly embraced by arts marketers.

100% of organizations had Facebook accounts and, for the first time, 100% of respondents indicated they purchased Facebook ads. Facebook fans grew 45% YOY across all budget sizes. 73% of respondents indicated they posted on Facebook at least once a day. Also, Facebook was the primary outlet for organizations to post and promote video, surpassing YouTube for both paid and organic posting.

Instagram usage saw dramatic growth as followers across respondents increased 174%. 96% of organizations had Instagram accounts, up from 81% in 2014, and 47% posted at least a few times per week.

Most arts organizations used video to market their offerings and began to invest in content.

95% of organizations surveyed indicated they produced videos. One-third produced more than 20 annually while another third produced fewer than five videos (with the remaining somewhere in between).

98% of organizations posted their video to Facebook and 86% posted to YouTube. 94% of organizations paid to promote video on Facebook and 44% paid to do so on YouTube.

Read the full report here.

This resource brought to you by the National Guild for Community Arts Education.