Throughout the pandemic, we’ve seen artists rise to the occasion with self-produced virtual townhalls focusing on anti-racist and anti-abusive workspaces, plays, comedy shows, socially distant photo shoots, galas, podcasts, and more. Since they’re self-produced, the artist takes on the responsibilities they may have never tapped into before. Who will direct? Who will engineer the streaming service? Who will sell tickets? Since many artists have become one-person bands, it’s ultimately up to the creator.
Our primary method of communication has become social media. With TikTok musicals appetizing our palettes as we wait for the return of live performance, theater has been reduced to our phones. Since our virtual creations exist online, advertising is only a stone’s throw away. As found with the swipe-up option on Instagram, linking social media posts directly to ticket sale websites is a sure-fire way to get butts in seats. And if it’s a free event? Nothing beats the convenience of clicking one link and ending up in a Zoom audience.
So, what makes one swipe up or what makes one-click link in bio? One thing ties it all together and it’s a strong graphic. There is a fine line between what makes a strong, effective graphic and a disconnected, unattractive graphic. Here are a few steps to make sure your visual aid is helpful to building an audience.
1. A Clear Image
The Oxford definition of clickbait is “content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.” The image you choose is your clickbait. Some artists dedicate one definitive photograph for a specific event. If it’s a podcast, there might be one photo the host chooses to let the audience know that whenever they see that particular image, it’s to announce a new episode. If kept consistent to future posts, without reading the audience automatically knows the image equals a newly released episode. Since our frame of mind is focused on visuals when scrolling through Instagram, an image will do more talking than words. The image you choose should reflect the emotion or purpose of the event you’re producing. Since choosing a photo will support in gathering information, it should reflect the…
The Pros + Cons of a Virtual Solo Show2. Call to Action
A graphic serves only one purpose: it’s a call to action. Make sure that your purpose is clear. Are you announcing that tickets are on sale? Are you offering a discount? Are you offering an exclusive experience? Now that you’ve established a photograph to stop scrollers in their tracks, what information should they process? Perhaps some important information to include would be the title, who’s presenting the project, the type of project, where and when to experience the project, and any information you might find helpful or impressive. For instance, if the project is benefiting an organization or non-profit, or if there is a starry lineup, be specific with choosing fonts and font size. The wording should be uncluttered, visible, and simple because…
3. The Less Searching, the Better
One mistake often made in graphic making is the misplacement of information and an oversaturation of words. Now that you have your attention-grabbing graphic and a call to action, your graphic is almost there. Skim through and look at it with unbiased eyes. If you weren’t attached to the project, would this graphic persuade you to buy a ticket? If it’s oversaturated and confusing, simplify it. Take away any images, words, or design elements that may distract. Just like a headshot or a website, the initial response shouldn’t be, “Oh wow! What a striking graphic!” The viewer should process the information first before complimenting how lovely the graphic is. Keep in mind information comes first, aesthetic second.
So how do you translate this information into an actual graphic? In 2020 alone, 40 million people used Canva, which is a user-friendly website with an infinite amount of options to design graphics for social media, websites, stationery and more. According to Canva’s website, “COVID-19, the global shift to remote work, virtual learning during the pandemic, and social activism [were] among [the] biggest contributors to Canva’s record year of growth.” This tool allows for creators to find a myriad of options that reflect the type of experience they’re producing. The website is so detailed, it allows you to color coordinate the image based on the colors found in the image you choose.
Albert Einstein once said, “If you can’t explain it simply, you don’t understand it well enough.” The same could be said about a graphic as it is a representation of a project in its simplest form. With Zoom fatigue in full force, an effective graphic could be the very solution that convinces someone to purchase just one more ticket—so create your graphic with a strong aesthetic, a clear point of view, and a keen eye for design.
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and do not necessarily reflect the opinions of Backstage or its staff.
