Almost two thirds of those attending nightlife events such as live gigs or clubs found out via social media, a new study has revealed.
The research, from ticketing platform Eventbrite, showed that 32 percent of respondents said they discover news of events via their social media contacts.
A further 28 percent said social media advertising was key to finding out about events.
Email mailing lists come next on the night time influencer list: 25 percent of people discover nightlife events through their inbox, 13 percent from venue mailing lists, nine percent from ticket agency mailing lists, and three percent from other mailing lists.
Marino Fresch, Eventbrite marketing director for UK and Ireland, said: ‘While we’ve long known about the importance of social media in event creation and marketing, we’re impressed by its sheer dominance over other media when it comes to people discovering nightlife events - vastly beating mailing lists, venue and listings websites, and traditional print media.
‘As bars, clubs, restaurants, cinemas and theatres explore more and more creative and inventive ways to increase their night-time trade, it’s clear that combining social assets with word of mouth is the most powerful approach. Email marketing remains a key tool, but it has to be used as part of an integrated approach.’
Eventbrite surveyed 2,500 people in both the UK and Ireland about their night-time going out patterns.
A previous Eventbrite study revealed that every Facebook share generates approximately £3 in additional ticket sales and each Tweet £1.50.
The research, from ticketing platform Eventbrite, showed that 32 percent of respondents said they discover news of events via their social media contacts.
A further 28 percent said social media advertising was key to finding out about events.
Email mailing lists come next on the night time influencer list: 25 percent of people discover nightlife events through their inbox, 13 percent from venue mailing lists, nine percent from ticket agency mailing lists, and three percent from other mailing lists.
Marino Fresch, Eventbrite marketing director for UK and Ireland, said: ‘While we’ve long known about the importance of social media in event creation and marketing, we’re impressed by its sheer dominance over other media when it comes to people discovering nightlife events - vastly beating mailing lists, venue and listings websites, and traditional print media.
‘As bars, clubs, restaurants, cinemas and theatres explore more and more creative and inventive ways to increase their night-time trade, it’s clear that combining social assets with word of mouth is the most powerful approach. Email marketing remains a key tool, but it has to be used as part of an integrated approach.’
Eventbrite surveyed 2,500 people in both the UK and Ireland about their night-time going out patterns.
A previous Eventbrite study revealed that every Facebook share generates approximately £3 in additional ticket sales and each Tweet £1.50.
