Tomorrowland is the most popular music festival in the world and one of the most inspiring. The Belgium-based event has a strong tradition of live-streaming, online content and social media exposure.
Over the July 22–24 weekend, Tomorrowland achieved an unprecedented social media reach of 175 million people and 490 million online touchpoints.
Never before has an event reached so many unique online visitors from all over the world.
Over a million people try to get a ticket for Tomorrowland when the festival goes on sale each year in January, but the festival’s capacity is limited to 180,000. More than 200 nationalities from literally every corner of the planet attend, which makes it the most international happening in the world.
Over the last few years, investing in Tomorrowland’s live-stream and other forms of online content has become an absolute priority for reaching this enormous community.
The festival’s live-stream event consisted of four different feeds that focused on six stages and dozens of DJs. It reached 4.2 million unique visitors and had 13.7 million views on the festival’s website and app, including for the very first time views from China.
During the festival, Tomorrowland and its community were also very active on Twitter and Instagram, but the reach through Facebook and Snapchat was the highest.
“Tomorrowland provided fans a unique experience on Facebook by creating a daily warm-up show that recapped the day in 30 minutes and also by broadcasting each night’s headliners to millions of fans. The Facebook Live shows were viewed more than 14 million times, and the Tomorrowland page was visited by over 140 million unique people during the festival week.”
– Glenn Miller, Entertainment Partnerships for Facebook in EMEA
For the second year in a row, Snapchat covered Tomorrowland via Live Story.
“Snapchat Live Stories” are curated collections of photo and video Snaps submitted by Snapchatters, including visitors and performing artists, at and around the festival. Audience numbers from this youngest but fastest-growing social network were impressive.
Millions of unique people tuned in to Snapchat’s Tomorrowland Live Story, making it one of the biggest entertainment happenings on social media in the world.