Case Study: Hamilton And The Changing Social Media Rules
The Broadway juggernaut engages people without using the 25% rule
Hamilton, the popular Broadway musical, is successful with its audience by engaging them in the theater and on social media, they do this by breaking the 25% rule on their social media platforms.
The 25% rule is about diversifying the types of posts that a brand publishes on social media. It says that there should be posts about the business itself, fun facts about the industry, relevant news about the brand or the trade, and a call to action. Most businesses will adhere to this formula.
One of the reasons that most companies follow this is because marketing companies explain it and the benefits of the rule to them. It was my job as a social media marketer to create these types of posts and assure the client that it would help them in the long run. And as a content creator, it was the formula I followed for a long time.
However, Hamilton’s social media pages prove that the rule can be broken successfully. They center their posts around the show, particularly the traveling tour, and almost all of them share something to do with the musical itself.
Most of the posts are about behind the scenes at the musical. These statuses garner thousands…
