It's Time to Break Up with Social Media: Why Owned Marketing Channels Are the Future for Independent Stages
Okay, breaking up might be extreme, but I'm pretty sure it’s time to start seeing other marketing channels.
For Independent Stages and Performing Arts Organizations, platforms like Instagram and Facebook once felt like digital lifelines, direct channels to your audience, vibrant with potential. But here’s the hard truth: these platforms are no longer designed to serve you. They’re designed to serve themselves. You’re no longer building a community on social platforms: you’re renting access to one. And the rent keeps going up.
On Instagram, for example, the percentage of followers who actually view your posts, is a declining slope. These are folks who raised their hands and said “I want to follow you”, yet they are being shown your content less and less every day unless you pay to promote it. Meta's algorithm changes have significantly reduced the visibility of unpaid content. Don’t take my word for it: next time you post on Instagram for example, check how many views you received vs how many followers you have, and how many of those views were your followers. The numbers tell the story and it’s just not working like it used to.
You don’t own this channel, or its followers, and the impact on your business is at the mercy of your “landlord”. Check the numbers yourself.
Average Organic Reach Rates (2024–2025)
| Platform | Average Organic Reach Rate | Source |
|---|---|---|
| Approximately 4.0% | SocialInsider | |
| Approximately 2.6% | SocialInsider |
Now let’s chat about email
Email has long been your best owned channel, and it still plays a role. By “owned” channel, I mean the contacts you have direct access to via user-provided contact information. The pairing of your CRM with email marketing tools is a good way to stay connected to your audience. However, even when performing at its best, average email open rates hover around 34% and click-through rates closer to 3% (source: Mailchimp, 2024 benchmarks), it’s clear that email alone isn’t moving the needle either.
So what’s next?
Enter App Push Messaging: The Owned Channel with Real Power
"The average delivery rate for push notifications is approximately 99%, ensuring messages reach the intended audience." — Gravitec
Top arts organizations have turned mobile apps into engines of real-time connection and customer action. At the heart of this success? Push messages. These direct, timely messages cut through the noise, prompting users to purchase, engage, and return. It’s not just about convenience—it’s about creating moments of influence that feel personal, relevant, and immediate. Smart push messages turn passive users into active participants, keeping your brand top-of-mind and always within reach.
With your mobile app and push messages you’re speaking directly to your community’s home screen. Push messaging isn’t subject to algorithms, inbox clutter, or pay-to-play gatekeeping. It’s your voice, delivered clearly, immediately, and directly.
In addition to unprecedented read rates of >90%, Push Messaging also receives: 35% interactivity rate and 100% ownership of your audience communication.
It’s no wonder major retailers push app downloads like their business depends on it, because it does. And guess what? So does yours.
“Push messages grab attention the moment they appear on a user’s screen. Unlike emails that often go unread, push messages have a > 90% delivery rate and a seven + times higher click rate compared to emails.” —Why Push Messages Are the Secret to Audience Engagement
The Real ROI: One App Downloader = 25 Social Followers
Let’s do some simple math. If you have 100 followers on social, assume 4 on average see your content. With push messages through your app, 99 out of 100 get your message—instantly.
Every app user is like acquiring a superfan who’s opted in to hear from you. And when you combine push with membership tools, real-time content updates, and mobile rewards, you’re not just reaching your audience—you’re engaging them on their terms.
“The app allows us to directly reach our audience with important information—whether it’s a last-minute schedule change or an exclusive offer.” —Unlocking Revenue and Building a Membership Community: The Lincoln’s Digital Transformation
Work Smarter with Mobile App Marketing
Yes, investing in an owned channel like a mobile app requires a strategy. But so does managing your social calendar or building email drip campaigns. The difference? The payoff here is exponential
A custom mobile app can be a game-changer in a high-impact promotional strategy. When paired with your website, social channels, and email campaigns, your app becomes a branded, always-on connection to your audience. It meets fans where they already are, on their phones, with real-time updates, exclusive content, and personalized experiences that keep your venue top of mind and drive repeat engagement and revenue growth.
“Push notifications are a powerful tool to keep your fans engaged, but they are part of a comprehensive engagement strategy.”—Arena
Own Your Voice. Own Your Audience.
Arts and Culture thrive on connection, not algorithms. Your community deserves better than disappearing posts and forgotten emails. It’s time to step into a model that’s sustainable, scalable, and built for deeper relationships.
“With push notifications, NWS can communicate directly with patrons before, during, and after performances... making audiences feel like they’re part of our community.” —Siggi Bachmann, New World Symphony
Let’s move beyond rented channels and build something you own, together.
Ready to see what a branded mobile app and push messaging can do for your stage? Schedule a demo
