TikTok, Trends, and Theatre

The world of West End theatre marketing is as vibrant and dynamic as the productions it promotes. At Situation, our very own Toby Chishick, Head of Content & Social Media (UK), and Megan Hughes, Social Media Manager, delve into the unique challenges and opportunities of connecting with audiences in this competitive space. From leveraging the power of social media to crafting strategies for both long-running favourites and limited engagements, they share how thoughtful planning and creativity shape success in this storied market.

Damian Bazadona: Social media plays such a critical role in marketing these days, but it’s often misunderstood. From your perspectives, what do you think are the biggest misconceptions about social media marketing?

Toby Chishick: I think a big misconception is that social media has to be perfect and polished. People think it needs the same level of production value as a TV ad or billboard, but some of the best-performing content is raw and reactive. Social is great for testing and learning—it’s about speed and jumping on trends that resonate with audiences. Sometimes, a quick meme or a funny, timely post can outperform something we’ve spent hours perfecting.

Megan Hughes: Absolutely. There’s also a misconception that social media is just surface-level or frivolous. For older audiences, it can feel intimidating, and they might think, “It’s not for us” or “It doesn’t lead to sales.” But social media carries weight—it establishes a brand’s narrative and drives modern word-of-mouth. It’s not just about trends; it’s about creating meaningful connections with audiences.

Damian Bazadona: That’s a great point. Let’s talk about metrics. What do you think are the most overrated or underrated metrics when it comes to measuring success on social media?

Toby Chishick: Follower count is definitely overrated. People get too focused on how many followers they have, but with platforms like TikTok, it doesn’t matter as much anymore. The algorithm ensures your content reaches the right people, whether they follow you or not. Engagements are far more important—when people comment, share, or start conversations, it boosts your content even further. Another underrated metric is negative clicks. If someone hides your post or clicks “unfollow,” it can signal that your content isn’t resonating, which is something to pay attention to.

Megan Hughes: I agree—follower count is less relevant now. Impressions and engagements are far more telling. Impressions show how often your content appears on screens, even beyond your follower base. Engagements, like shares and comments, indicate how your audience is interacting with your content. And trends are a mixed bag—jumping on the wrong trend can make you blend in, but when a trend aligns with your brand or show, it can really set you apart.

Damian Bazadona: Speaking of trends, what advice would you give to producers looking to establish a strong social media presence for their shows, particularly in the UK market?

Megan Hughes: Trust is definitely important. It’s also about meeting producers where they are—if they’re not on social themselves, we need to break things down and explain trends, platforms, and strategies in a way they’ll understand. For example, showing them how a trend can be adapted to highlight a show’s narrative or character can make all the difference. Social isn’t one-size-fits-all; it’s about tailoring the approach to the brand’s unique voice and audience.

Toby Chishick: It’s all about understanding your audience and being willing to experiment. Social media is a space where you can test different approaches and see what works, but you need a clear brand voice and tone. For example, we work with a range of shows—some have established brands, while others are starting from scratch. For a new show, you need to educate your audience and build awareness. For an established show, you focus on maintaining relevance and connecting with fans. Either way, as Megan mentioned trust is key—producers need to trust the specialists to develop creative content that fits the show’s personality and audience.

Damian Bazadona: What do you think makes for a successful social media presence? Are there specific qualities or traits that stand out?

Megan Hughes: For me authenticity is critical. People connect with brands that feel real and relatable. Highly polished content isn’t always necessary—it’s about showing the personality of the show or brand. Social media has space for everyone, no matter the brand, but success comes from understanding what makes your voice unique and how you want people to feel when they interact with your content.

Toby Chishick: The best social media presences are those that listen to their audiences. It’s not just about pushing content—it’s about having conversations, responding to fans, and creating a sense of community. Regular reporting and optimization are also critical —you need to see what’s working and adapt. Also, speed matters. On social, you’re competing with everything else in someone’s feed, so you need to grab their attention quickly and keep it.

Damian Bazadona: Social media changes constantly. How do you stay connected and keep up with trends and platform updates?

Toby Chishick: I rely on a combination of staying active on platforms, reading blogs, and engaging with my network. Social media is constantly evolving, so it’s important to keep learning. Talking with colleagues and sharing insights is also helpful—what’s trending for one person might not be showing up for someone else, so those conversations can uncover new ideas.

Megan Hughes: I do something similar. I’m subscribed to a daily newsletter that highlights platform updates and trending content. I also save and organise content that I think could work for projects I’m working on. And I love discussing trends with others—it’s fascinating how different people’s feeds can be, and it helps me spot trends I might not have noticed.

Damian Bazadona: Looking ahead, what excites you most about the future of social media?

Megan Hughes: For me, TikTok is such an exciting platform because it moves so fast. One day, something’s trending, and by the next day, it’s everywhere. The pace of change keeps it fresh and makes it such a creative space, especially when combined with the live entertainment industry. I love the intersection of fast-moving trends and the passionate, creative people we work with—it’s what makes this job so exciting.

Toby Chishick: I’m really interested in how platforms like TikTok are shaping the landscape. It’s forced other platforms, like YouTube with Shorts, to innovate, and I think there’s a lot of potential in features like shoppable formats and live-stream integration. It’s still early days, but these tools could completely change how we think about engagement and conversions.