DOWNLOAD FESTIVAL (cap. 85,000) is making increasing use of Instagram in its social media marketing, according to organiser Andy Copping, who says its followers on the photo-sharing platform have grown by 50 per cent in the last two years, rivaling Facebook as its main online presence.
The festival was among the first to embrace the digital age, allowing extensive public discussion of the event and suggested improvements, and Copping believes that has played a part in its longevity.
“Twitter, Facebook and Instagram are a great way of connecting with fans,” he says.
“Festivals have to work at making sure they deliver a really solid event and build a loyal fanbase, even when times are hard and we spent time, money and resources in making sure that we really look after our fans, communicating regularly and giving them a voice,” he says. “That’s paid dividends in long term for us.”
Although he could not say precisely how many online fans the 16-year-old festival has today, but the event had nearly 500,000 on Facebook three years ago, while its followers on Twitter have grown from below 200,000 in 2014 to 281,000.
Headliners include Ozzie Osbourne, Guns N’Roses and Avenged Sevenfold, with an increase in a three-day camping ticket to £200, from £195 last year.