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What do audiences do?

What do audiences do?


Social output and engagement

With access to data from thousands of Scottish arts and cultural organisations’ Facebook and Twitter accounts spread across all 32 local authority areas, the Culture Republic digital data set provides a unique view into the social media trends specific to our sector.

Engagement figures show how your organisation shapes up against your peers, competitors and the cultural sector as a whole.


*Data set is from the combined Twitter and Facebook metrics from 131 orgs across 4 years (14/15 – 17/18) across 19 Scottish local authority areas working in a range of art forms (including craft, dance, film, literature/publishing, music, mixed art forms, theatre and visual arts).

It’s clear from the graph above, that despite little change in the amount of content posted on social media by the arts sector, there has a been significant growth in the engagement levels (likes, comments, shares) of this content but there is surely room to build on this success and generate even greater engagement.

Read more about how to improve your social output and engagement with our ‘social’ filter.

Social web sessions by device type

You are likely already aware of the increased use of mobile technology in all aspects of our lives. You may be surprised to know how many more customers, driven through your social media channels, are visiting your website on mobile phones.

Aggregating the data from nearly 60 Scottish arts organisation’s Google Analytics accounts, we can compare and benchmark website performance analytics such as page views, bounce rate, device type and traffic sources (paid, organic search, email, etc.).


Google Analytics data from 57 cultural organisations from 11 Scottish local authority areas working in a range of art forms (including craft, dance, film, literature/publishing, music, mixed art forms, theatre and visual arts) over the financial years 2016-17 and 2017-18.

As the graph above shows, mobile traffic to arts and cultural websites across Scotland via their social platforms has increased dramatically, but it hasn’t taken away any traffic from desktop computers in the same time period.

This presents two important actions your organisation needs to take. First ensure your website is mobile responsive – especially those pages you are driving to from your social channels. Your site should look good and work seamlessly on a mobile device. Secondly, continue to post regularly on your social channels to drive traffic to your website and capitalise on this ever-increasing audience.

Web session by traffic source

Looking at our data also gives a clear insight on how people find your website.


Google Analytics data from 57 cultural organisations from 11 Scottish local authority areas working in a range of art forms (including craft, dance, film, literature/publishing, music, mixed art forms, theatre and visual arts) over the financial years 2016-17 and 2017-18.`

Organic search is by far the clear leader when it comes to how your web visitors find your website. Before spending money on paid and display advertising, which make up the smallest amount of traffic, make sure your SEO (search engine optimisation) strategy is doing everything it can to make the most of organic traffic.

Building relationships with peers, influencers and other sources of referral traffic can help you profit on the growth in referral traffic over the last year.

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