Broadway Social Media Agency

Broadway social media agency

Organic social for Broadway shows

And That’s Strategy runs organic social for The Great Gatsby on Broadway and is on the marketing team for Maybe Happy Ending, among other productions. Daily channel strategy, content and community across Instagram, TikTok, YouTube and Facebook, built from what is actually happening in the rehearsal room, backstage and onstage.

How we run a show’s social

Anchored to real moments. Social beats come from in-the-room moments: rehearsals, put-ins, stage door, partnerships and events. Content shoots are the source material the calendar runs on, not stock footage and templates.
Every idea becomes a campaign, not an asset. Our content standard for a shoot is a minimum three-part teaser, one five to ten minute interview, and five trend pieces.
Cadence flexed to the show. A standard account posts two to three times a week and scales up around announcements, on-sales, first preview, opening and awards season, rather than posting for posting’s sake.
Community, not broadcast. We build fandom in concentric circles: core fans first, then the company as advocates, then creators, then the wider industry.
Measured honestly. Organic social is an awareness play that feeds the funnel. We report reach, retention, follower growth and share of conversation, and we pair organic with paid when the goal is conversion.

Results

The Great Gatsby: grown from zero to more than 75,000 followers before opening night, the best-performing Broadway musical on social and the highest follower count of any Broadway musical in the 2023-24 season, with more than 350,000 followers across platforms as reported in Forbes, and viral hits featuring Olympians and a Russo Brothers appearance. Case study.
Maybe Happy Ending: organic social and influencer activations for the winner of six 2025 Tony Awards including Best Musical. Three 2026 Silver Telly Awards for social video. Case study.
The Notebook tour: social and influencer strategy market by market across North America. Case study.

The New York Times covered the Gatsby approach in August 2024 and Bloomberg Opinion in November 2024. Links are on our press page.

Common questions

Who does social media for The Great Gatsby on Broadway?

And That’s Strategy has run organic social for The Great Gatsby on Broadway since before opening, along with influencer and brand partnerships and original media for the show.

Who does social media for Maybe Happy Ending?

And That’s Strategy is on the marketing team for Maybe Happy Ending and leads the show’s organic social and influencer activations, along with original media including a music video.

What does a Broadway social media agency do?

It runs a production’s owned channels: strategy, content production, posting, community management and reporting across Instagram, TikTok, YouTube and Facebook. At And That’s Strategy that also includes shoots, creator partnerships and original media, so the channels have something real to publish.

How often should a Broadway show post?

Our standard is two to three posts a week on each main channel, flexed up around announcements, on-sales, first preview, opening night and awards season. Volume follows what is happening with the show.

Does organic social sell tickets?

Organic social builds the awareness and community that paid media, press and word of mouth convert. We treat it as the top of the funnel and pair it with paid digital when the goal is direct conversion.

Hand us the channels

Tell us about the show and where the accounts stand. We reply on the next business day.

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