Music Festival Promotion: Talichův Beroun Instagram Strategies, Paid advertising and Optimization Case Study
Authors
Šiller, Adam
Issue Date
2025.17.12
Degree
Master of Business Administration
Publisher
Dublin Business School
Rights holder
Rights
Open Access
Abstract
This dissertation examines how Instagram promotes small cultural events, examining the Talichův Beroun music festival in the Czech Republic. While large festivals are increasingly implementing social media strategies, smaller community events face challenges such as limited budgets, limited technical resources, and reduced brand recognition. To enhance ticket sales and audience engagement in the context of regional festivals, this study explores how Instagram strategies, including paid advertising and content formats can be optimized, filling a gap in literature.
The research was conducted using a qualitative methodology using semi-structured interviews with festival management and participants. Management provided perceptions of current promotional practices and perceived challenges and aspirations for marketing on Instagram, while participants reflected on their content preferences and perceptions of authenticity, and what influenced their decision to attend cultural events. Thematic analysis of the interviews revealed a strong audience demand for visually engaging and authentic content. Viewers particularly desire behind-the-scenes footage, stories and storytelling. Participants highlighted that trust is built through professional design and clear messaging, while interactive elements such as countdowns, limited time offers and polls enhance action and engagement.
The findings suggest that Instagram has untapped potential to reach younger demographics in Talichův Beroun, while complementing the festival’s reliance on Facebook and print media. Authenticity and emotional storytelling are indeed key to sustained success, the study says. The planned use of paid advertising is also one of the keys to greater success. The results recommend practices for festival organizers while contributing to academic debates that promote digital events that are culturally, and community based.