#020: Share festival clips like Patrick Topping

Patrick Topping played to thousands in the Steelyard at Creamfields.

Now that clubs and festivals are back, artists have their most engaging piece of content back – raw clips from events.

Blueprint #020 breaks down how Patrick Topping shared 8 clips from Creamfields on his Instagram as a carousel.

We will then look at how Patrick’s team significantly increased his usual engagement on Facebook with one video. 

Remember, the blueprint to success is right in front of you. You just have to look in the right places.

Why is this important?

One of the most popular posts on Instagram is the Instagram Carousel.

An Instagram carousel is a post with multiple photos or videos that can be viewed by swiping right and left. Carousel’s on average get 3x the engagement than regular posts on Instagram.

On Facebook, the platform does not let business pages share more than one video in a post. You can share more than one photo but you cannot share photos and videos together. On a personal Facebook account, you can.

Scroll down to see how Patrick Topping and his team got around this.

Patrick Topping at Creamfields – Instagram

On Instagram, Patrick Topping shared 8 videos from Creamfields in an Instagram carousel.

Each video is a short clip from his set.

The caption reads:

“All my friends still listen to techno 🧨 Still not over this 😱❀️ πŸ™”

The post so far has 45,486 likes with comments from leading artists like Alan Fitzpatrick, Will Clarke and Frankie Wah alongside Patrick’s fans from all around the world.

Patrick Topping – This is what he did on Facebook

Many artists feel like Facebook is a dead platform. It all depends on what you are trying to use it for. 

The stats below show the difference in engagement between Facebook and Instagram. 

Compared to the 45,486 likes on Instagram, the post on Facebook had 7,9k reactions (6,2k thumbs up) and 1,200+ comments. The video has 133k views.

Compare this to his posts since the video, Patrick is averaging around 350 reactions per post. That’s a significant increase in engagement. πŸ“ˆ

This data shows the importance of raw clips to an artist on Facebook. Raw clips from a festival the size of Creamfields will create the viral posts artists used to see on Facebook in 2015.

So what did Patrick and his team do to create these kinds of numbers? 

The clips on Instagram are around 40-60 seconds. The video on Facebook was 2 minutes and 12 seconds. Patrick’s team took four of the video clips from Instagram, creating one video with four clips transitioning into each other. 

You can see the post here.

The caption was the same, all that changed was how he posted the videos.

“Find 1,000 different ways to say the same thing.” – Jack Butcher

Support

Thanks for reading. If you liked this newsletter, why not forward it to a friend?

If you’re new here, here are four other newsletters that you might like.

#013: Market your radio show like Charlie Tee
#008: Share your mix like Ida
#006: How Sasha turned LUZoSCURA into a brand
#004: Market your radio show like Moxie

See you next week.

Andrew at Socially Sound πŸ”Š

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