This post assumes you already have a tight set. Remember that fame is no shortcut to not doing the mics and getting your reps in.
The Ultimate Guide to Stand Up Comedy Promotion
In the world of stand-up comedy, talent is undoubtedly a crucial factor for success.
However in and industry that already teeming with competition, effective self-promotion is the key to unlocking opportunities and reaching a broader audience.
Once you have worked on your craft for years and gotten past the stage fright and have a solid and versatile 30-60 minute set...for many serious comedians...the real work now begins.
They're plenty of singers as good, if not better than a Lady Gaga or Celine Dion...but many of them don't know how to promote their talent.
Comedy is the same way.
Some of the funniest comics I know are people that unfortunately the public has never heard of.
For comics, mastering the art of self-promotion goes beyond the mic, encompassing a range of skills from personal branding to savvy marketing.
A lot of people like comedy because you are the writer, director and performer. Well unfortunately until you make it big you are also the marketer and producer as well.
In this comprehensive guide, we'll delve into the strategies and techniques that can help comedians elevate their careers by effectively marketing themselves.
Marketing Responsibilities for Stand Up Comedians
1. Building Your Brand: The Foundation of Self-Promotion
Before diving into the intricacies of marketing, comedians must first understand the importance of building a personal brand.
Your brand is the unique essence that sets you apart from other comedians. It encompasses your comedic style, personality, and the overall experience you provide to your audience.
While it make years to define your comedic voice (e.g. are you an angry comic, laid back, political, nerdy, impressionist, etc..), you can still do the most basic items of
getting professional headshots
building a PDF press kit in an hour for free
learning how to get comfortable crafting emails to bookers.
getting comfortable on camera and learning the basics of self filming
launching a website
These days a YouTube channel is free and sites like Wix make it easier than ever to launch a website for the cost of a pizza that might have cost a comic $3000 ten years ago.
2. Leveraging Social Media: Your marketing department before 5PM.
Most of my comic friends hate the grind of social media...but guess what....that is how you fill seats to watch you live.
Social media has revolutionized self-promotion for comedians, providing a direct and engaging way to connect with fans.
Platforms like Instagram, Twitter, Facebook, and TikTok serve as powerful tools to showcase your humor, engage with your audience, and build a loyal fan base.
a. Consistency is Key:
Treat your social media presence as a job.
Regularly post content that reflects your comedic style, whether it's short video clips, witty observations, or behind-the-scenes glimpses.
Consistent activity keeps your audience engaged and builds anticipation for your performances.
Learn to split up your clips into smaller bite size content.
You'll be surprised when your one hour podcast gets only 10 views but the 3 minute segment on dating got 100k views on reels.
Learn to experiment with whatever is hot in a given month in terms of Instagram or Twitter or whatever tomorrow. All the social media apps are fighting with each other for viewership and you'd be surprised how content that dies on one platform might get way more reach on another.
b. Interactive Engagement
Encourage interaction with your audience through polls, Q&A sessions, and behind-the-scenes content.
Engaging directly with your fans not only strengthens your connection but also enhances your visibility as algorithms favor active and engaging accounts.
c. Strategic Use of Hashtags
Utilize relevant hashtags to increase the discoverability of your content.
Research popular comedy-related hashtags and incorporate them into your posts.
This strategy can expand your reach beyond your existing followers.
For example if an NBA player did something that's making all the headlines and you had a funny take on it...don't forget to hashtag the team when you tweet it.
3. Website Development: Your Comedy Hub on the Internet
A well-designed and informative website serves as the central hub for your online presence.
It's the place where potential fans, event organizers, and industry professionals can learn more about you, access your schedule, and even book you for gigs.
a. Professional Bio and About Page:
Craft a compelling and concise biography that highlights your journey, accomplishments, and what makes your comedy unique.
An engaging "About" page provides a personal touch and invites visitors to connect with you on a deeper level. It's also great for corporates who may want to hire you.
b. Showcase Your Material
Feature video clips, audio recordings, or transcripts of your best performances on your website. This showcases your talent and gives visitors a taste of your comedic style.
Try to showcase your cleaner stuff but I get it if you want to showcase the stuff that has the most views or positive comments.
c. Event Calendar:
Maintain an up-to-date event calendar that informs visitors about your upcoming performances. This not only keeps your fans in the loop but also serves as a reference for event organizers looking to book comedians.
4. Strategic Networking: Building Bridges in the Comedy Community
Networking within the comedy community is a crucial element of self-promotion.
It involves establishing connections with fellow comedians, event organizers, talent scouts, and industry professionals.
These relationships can open doors to new opportunities, collaborations, and valuable insights.
You don't gotta brown nose anyone but you should hang out and make conversation with a few people you see over and over again at the open mic nights.
a. Attend Comedy Events
Regularly attend comedy shows, open mics, and industry events in your area. Networking in person allows you to build genuine connections and establishes your presence in the local comedy scene.
b. Online Communities and Forums
Join online forums, social media groups, and communities dedicated to stand-up comedy.
Engaging in discussions, sharing experiences, and offering support to fellow comedians can expand your network beyond geographical constraints.
Reddit and Meetup.com are often used in smaller towns across the world to promote local events like comed shows.
c. Collaborate with Peers
Collaborate on projects with other comedians.
Whether it's creating joint content, co-hosting shows, or participating in comedy festivals together, collaborations introduce you to new audiences and amplify your reach.
You will also learn how they shoot and post content and find your own ways to be inspired as you start filming or writing your stuff.
5. Utilizing Local Media and Publicity
Making a Splash in Your Hometown
While social media and online platforms are powerful, local media remains a valuable avenue for self-promotion, especially for comedians looking to establish themselves in their hometown.
a. Local Newspapers & Radio
Write compelling press releases about your upcoming shows, achievements, or unique aspects of your comedy.
Distribute them to local newspapers, radio stations, and online publications. A positive mention in local media can significantly boost your visibility within the community.
If you don't know how to do that, just DM them on Instagram or try their emails on their websites. You'll be surprised how often they reply.
If you're still out of luck, try sites like HARO.com and see how you can help a reporter in your city. That's a great way to build a contact.
6. Online Courses and Workshops: Sharpening Your Skills and Expanding Your Reach
Investing in your comedic education not only improves your skills but also serves as an additional avenue for self-promotion.
Sometimes free YouTube courses are better than paid courses...but if you find someone for free on YouTube you like teaching you about film editing or podcasting and they sell a course that seems to cut your time to learn in half....why not skip a few beers and just try a course?
Most of my skills in film editing, filming, podcasting and digital marketing I learned by watching someones videos for free and then paying between $5 and $150 in various online courses.
Money well spent and I'm not even linking to any of them. I'm just telling you some courses are great and some are garbage. But the point is don't be afraid to invest in yourself.
a. Teaching Platforms
Utilize teaching platforms or create your own courses on platforms like Udemy or Teachable. Sharing your knowledge not only positions you as an expert but also generates income while expanding your audience.
7. Merchandising: Turning Fans into Ambassadors
Transform your fan base into walking billboards for your comedy brand through merchandising.
From branded T-shirts and mugs to stickers and posters, merch not only generates additional income but also serves as a tangible way for fans to support you.
a. Design Engaging Merchandise
Invest in well-designed merchandise that reflects your comedic style. Consider collaborating with local artists or graphic designers to create unique and eye-catching items.
b. Online Store
Set up an online store on your website or utilize platforms like Etsy or Shopify to sell your merchandise.
Make the purchasing process seamless to encourage fans to support your comedy journey.
If you don't want to print 50 shirts you can use print on demand services like Printful and always order more just when you need them.
So buy a few and then just buy ten at a time next time you need more merch shirts.
c. Giveaways and Contests
Host giveaways or contests featuring your merchandise on social media. Or give out free tickets, even if you have sold zero tickets for your show.
Fake it to make it as long as your content is original.
8. Podcasting: How Most Stand Up Comedians Promote
In the digital age, podcasting has become a potent medium for self-expression and building an audience. Starting your own comedy podcast allows you to showcase your personality, connect with listeners, and invite fellow comedians and guests to share the mic.
a. Define Your Niche
Identify a specific niche or theme for your podcast that aligns with your comedic style. Whether it's humorous storytelling, interviews with comedians, or commentary on current events, a well-defined niche attracts a dedicated audience.
Unfortunately, most comics just get their friends on and ramble with no clear structure. Avoid this mistake and plan out the high level structure of your podcast so you can have a flow.
b. Consistent Episodes
Release episodes on a consistent schedule. Whether it's weekly, bi-weekly, or monthly, a regular podcasting schedule keeps your audience engaged and eagerly anticipating new content.
c. Cross-Promotion
Collaborate with other comedians or podcasters for cross-promotion. Guest appearances and shout-outs on different platforms expose your podcast to new audiences, expanding your reach in the comedy community.
Sites like Buzzsprout also cut up snippets of your podcast for you based on the one hour episode.
9. Email Marketing: Direct Communication with Your Audience
Email marketing remains a powerful tool for direct communication with your audience. Building an email list allows you to share updates, promote upcoming shows, and engage with your fans on a more personal level.
a. Incentivize Subscriptions
Offer incentives for fans to subscribe to your email list, such as exclusive content, early access to tickets, or special discounts on merchandise.
Building a robust email list ensures that you have a direct line of communication with your most dedicated followers.
Most comics do not collect emails properly but it's a huge direct way to build a following. Just because it's an older technology doesn't mean it wont work.
10. Analytics and Reflection
Assessing Your Impact and Refining Strategies
In the world of self-promotion, data is your ally.
Utilize analytics tools on social media platforms, website analytics, and email marketing metrics to assess the impact of your promotional efforts. Reflect on what works, what doesn't, and continuously refine your strategies based on real-time feedback.
a. Social Media Insights
Analyze social media insights to understand which content resonates most with your audience.
Identify the demographics of your followers, peak engagement times, and the effectiveness of different types of posts.
b. Website Analytics
Monitor website analytics to track visitor behavior. Understand which pages are most visited, how visitors navigate your site, and the effectiveness of your calls-to-action. Use this data to optimize your website for a seamless user experience.
c. Video Analytics
The most humbling experience for any comic is when they realize that clip they worked on for years is only watched for 3 seconds by 93% of people that scrolled passed it.
Sad to think about right? But the good news is that happens to everyone.
The sooner you get over that and lear it's all part of the grind the sooner you can work on getting it up to 6 seconds, twenty seconds and so on.
Conclusion: Your Comedy Odyssey Continues
Mastering the art of self-promotion for stand-up comedians is an ongoing journey that evolves with each punchline and every interaction with your audience.
As I said at the start of this post, content is king and your jokes and stage craft are first and foremost the product you need to focus on.
But marketing your career is a huge piece that often sets the career successes from the folks who never make it out of the bars.
Building a successful comedy brand requires time, dedication, and a willingness to adapt.
Good luck.