There’s no quick answer to this question. In short, “It depends.” Facebook and Instagram ads can be a powerful tool to sell tickets for your comedy show, but they’re not a guaranteed success. Before you commit your hard-earned cash, consider these five important factors:
1. Is this for a festival or one off show?
Timing plays a huge role in the effectiveness of social media advertising. During the Melbourne International Comedy Festival (MICF), for example, there’s already a lot of buzz around comedy. The festival spends a significant amount of money reminding Victorians that there’s comedy to watch, creating an atmosphere where people are actively looking for shows to attend. Advertising during this time can be highly effective because you’re reaching a “qualified lead” or “prospect.”
However, the flip side is competition. With over 600 shows at the MICF vying for attention, your ad may get lost in the noise. Not only that, but the high demand for ad space can drive up the cost, potentially making it financially unviable for smaller productions. If it’s a one-off show outside of festival season, you might find it easier to stand out, but the audience might not be as motivated to attend a comedy event.
2. Is your show starring a well known comedian or an unknown?
This is a crucial factor. If your show stars a well-known comedian with an existing fanbase, advertising can serve as a gentle nudge to remind fans to buy tickets. These ads often convert well because people already trust the name.
For an unknown comedian, it’s a tougher sell. In this case, you’ll need to craft your ad with a strong hook—something that grabs attention and gives people a compelling reason to attend. Testimonials, funny clips, or unique selling points of the show can help bridge this gap.
3. Does the show appeal to a market who would back it, regardless of knowing the comedian?
Some shows naturally attract audiences because they tap into a specific market or theme. For example, Best of British is a popular festival staple. Audiences don’t need to know the comedians; they trust the brand and know what to expect.
Similarly, Hard Knock Knocks runs themed shows like the Dark Comedy Special during the Melbourne International Comedy Festival and South Melbourne Live. These shows sell because the theme—whether it’s dark humour or British comedy—resonates with specific audiences.
Ask yourself: Does your show have a theme or marketable hook? Shows like Asian Comedy or Bogan Comedy also tap into cultural or stylistic niches, drawing in audiences who identify with or enjoy these themes. Hard Knock Knocks alumni Chetan Singh (aka Delhi Buoy) and Aditya Gautam have mastered this with their festival hit The Racist Immigrants, which consistently sells out thanks to its sharp branding and targeted appeal.
4. Is your show regional or city?
Location matters. Advertising a show in Melbourne or Sydney can be more challenging because these cities are saturated with entertainment options. Regional towns, on the other hand, often have fewer events, making it easier to stand out.
If your show is regional, Facebook ads can be especially effective. You can hyper-target audiences in a specific area, ensuring your ad dollars are spent on people who are more likely to attend. For city shows, you might need a higher budget and sharper messaging to cut through the noise and sell comedy tickets.
5. Have you set up your Facebook ads to hit the right demographic?
Even the best ad won’t work if it’s not targeting the right audience. Facebook and Instagram ads allow you to narrow down your audience based on age, location, interests, and even behaviours. For a comedy show, you might target people who follow similar comedians, enjoy live events, or have previously attended festivals.
Don’t forget to write copy that speaks to your audience directly. Use engaging visuals, clear calls-to-action, and, if possible, add a clip or highlight from your show to grab attention. Test multiple ad variations to see what resonates best with your audience.
Paying for Facebook and Instagram ads can be a smart move to sell comedy tickets, but only if you approach it strategically. Consider your timing, the appeal of your show, and your target audience. Whether you’re selling a one-off performance or a full festival run, answering these questions will help you decide if social media ads are worth the investment—or if your money is better spent elsewhere.