London Philharmonic takes to TikTok to engage with fans

Posted on: January 20, 2022

“The London Philharmonic Orchestra joined TikTok in January 2021 to keep audiences engaged during the lockdown…. The account has amassed 32,000 followers while its posts have been viewed 200,000 times,” writes Hannah Bowler in Tuesday’s (1/18) Drum, a marketing-industry website. “Sophie Harvey is the orchestra’s digital and residencies marketing manager and leads its social strategy. She says its first year has been all about experimentation…. They settled on a formula of overlaying performance videos with a scrolling score…. ‘We’ve finally got into a rhythm and found an audience on TikTok that is super into classical music and who want to talk about it in the comments or to guess the piece,’ she says…. The LPO’s TikTok has tapped into international classical music fans [and] a loyal fanbase of American teenage marching bands … To lean into this, the social team has curated videos specifically for the teenagers to duet on…. Following its success on TikTok, Harvey is looking to do the same with its Facebook, Twitter and Instagram accounts and reposition them away from sales promotion and more towards engagement…. The LPO has created an interview-style series [on YouTube] … ‘so that people get to know the players.’ ”