Unpacking Verknipt’s

In the ever-evolving landscape of event promotion, the role of social media cannot be overstated. Verknipt, a festival that has captured the hearts of party-goers across the Netherlands and beyond, has effectively harnessed the power of social media to connect with its audience. In my recent Q&A with Chris Bauduin, Iris Huijkman and Laura Keresztes from the MKT & PR team, we delve into the intricate details of their social media strategy across platforms like Instagram and TikTok, their journey of evolution and adaptation, and the essential role of community building in their success.

The first question posed to Iris and Laura revolved around the development of their social media strategy for Instagram and TikTok. Both team members shared insights into the core values and objectives that guide their content and interactions on these platforms.

“At Verknipt, nothing’s too crazy, and that’s what we aim to showcase in our social media,” Iris explained.

The team focuses on dynamic videos that align perfectly with the brand’s vision, emphasizing high production value and community-centered footage. From viral artist moments to behind-the-scenes footage, the content is designed to engage viewers and keep them coming back for more.

“Our goal is to ensure that there is never a dull moment, whether you’re scrolling through our social channels or attending our events,” Laura added.

This commitment to engaging content not only reflects Verknipt’s unique identity but also sets a tone that resonates with its audience.

Evolution and Adaptation of the Social Media Strategy

Reflecting on the early days of Verknipt, Iris and Laura highlighted the festival’s pioneering approach to social media, particularly with the use of TikTok.

“We were the first event in the Netherlands to recognize the potential of TikTok, and we’ve been using it almost daily since 2021,” Iris remarked.

The team developed a strategy that focused on fast-moving, high-quality short clips, offering a taste of the Verknipt experience from a visitor’s perspective.

This innovative approach not only increased their viewing time but also broadened their reach, enabling them to connect with potential future attendees. “Our leadership in TikTok strategy has contributed to exponential growth for our brand,” Laura noted.

As social media platforms each come with their own cultures and audiences, the Verknipt team places great emphasis on creatively adapting their content to suit these nuances.

“We view each channel as unique,” Iris explained. “Instagram and Facebook focus on high-quality promotional content, while TikTok is more about personal touch and fun.”

On WhatsApp, the approach shifts towards providing extras for die-hard fans. Facebook serves primarily as an informational platform, although its relevance varies by region.

“As we branch out internationally, we see that Facebook remains an important channel in certain countries,” Laura added.

An example of their creative approach is the scripted event teasers shared across platforms.

These professionally shot and edited videos resemble music video clips, showcasing the festival in a captivating light. One notable teaser is the Verknipt ArenA 2024 teaser, which demonstrates their commitment to high production values and engaging storytelling.

Growing a social media presence involves a blend of art and science. When discussing the tactics that have proven effective for Verknipt, Iris highlighted the importance of staying current with social media trends.

“We actively invest time in understanding the development of social media apps and services,” she stated. This vigilance allows them to seize opportunities for new ideas quickly.

Listening to their target audience is another critical tactic. The team regularly solicits fee- dback on line-ups, merchandise, and event experiences.

“When fans request something, we check internally to see if we can make it happen,” Laura explained. This level of responsiveness fosters a sense of community and connection.

When it comes to defining success on social media, Iris and Laura take a holistic view. “A good post is not only measured by view numbers, but also by how the message is received by our audience,” Iris stated.

They analyze engagement metrics such as likes, shares, and overall interaction to gauge the effectiveness of their content.

“We avoid comparing ourselves to other events, focusing instead on maintaining authenticity in our reach,” Laura added.

They recognize that a high number of likes on an advertisement does not always translate to organic engagement, and they strive to create content that resonates deeply with their audience.

At the core of Verknipt’s social media strategy is a commitment to cultivating meaningful relationships with their audience.

“We value a personal approach, which aligns with our outspoken mindset,” Iris noted.

The team maintains a professional demeanor while adopting a casual communication style, reflecting the fun atmosphere of their events.

Memorable interactions with fans serve as reminders of the impact they have on their community. Laura recounted instances where audience feedback led to significant improvements in their offerings.

“We aim to create an informal, friendly atmosphere in our communications,” she said.

The behind-the-scenes videos and festival content showcase this ethos perfectly, resona-ting with fans and fostering loyalty

As Verknipt expands its reach beyond the Netherlands, Iris and Laura have found themselves navigating the complexities of international marketing and PR. With over 12 years of experience in the Dutch market, they have a solid understanding of local consumer behavior.

“However, we began branching out internationally only two years ago,” Chris explained.

This expansion necessitated a tailored approach, considering the unique media landscapes and social media preferences of different countries. For example, while WhatsApp is popular in South America, Facebook remains vital in Eastern Europe.

“Before entering new markets, we collaborate with local partners to research strategies and content needs,” Chris shared.

Identifying and connecting with new audiences can be a challenge, but Iris and Laura have implemented innovative methods to break into new markets.

“We work closely with partners in each region to understand the media landscape before announcing our events,” Laura explained.

This preparation helps them craft strategies that resonate with local audiences. A breakthrough moment came when they successfully partnered with local influencers in a new market, amplifying their reach and generating buzz around their events. This collaborative approach has been instrumental in sharing their passion for music and events.

Every strategy faces challenges, and Verknipt is no exception. Iris recounted hurdles related to local laws surrounding ticketing and licensing, as well as difficulties in trusting new partners and navigating cultural differences.

“Time zones can create challenges in understanding each other’s working styles,” she noted.

However, these experiences have led to valuable lessons. The team has learned to be more adaptable and responsive, adjusting their strategies based on the challenges they encounter.

The evolution of Verknipt’s marketing and PR team has been a remarkable journey. From its early days, the team has grown significantly, reflecting the organization’s overall expansion.

“In 2022, we hired our first marketing team member, which was crucial as Verknipt began to experience substantial growth,” Iris shared.

The addition of a dedicated marketing team allowed for a more structured approach, with responsibilities divided between domestic and international marketing.

“We went from 14 events in 2022 to 43 in 2024!” Chris exclaimed, highlighting the impressive growth.

As the team continues to expand, the focus is on creating a balance between individual passions and structured processes.

“While we value everyone doing what they love, we also recognize the importance of structure to ensure tasks are clearly defined,” Iris explained.

Verknipt’s social media strategy reflects a dynamic and adaptive approach that has allowed the festival to flourish in a competitive landscape. By embracing creativity, engaging authentically with their audience, and continuously evolving their strategies, Iris and Laura have positioned Verknipt as a leader in the events space. Their commitment to high-quality content, community building, and responsiveness to audience feedback serves as a powerful reminder of the importance of connection in the world of social media and beyond. As they continue to explore new markets and opportunities, the lessons learned from their journey will undoubtedly shape the future of Verknipt.