The influence of social media on the marketing of Berlin techno clubs

Summary of the thesis

In her bachelor’s thesis, Paula Petersohn examines how techno clubs in Berlin use social media platforms for their marketing and the challenges they face. The Berlin techno scene is world-famous and stands for a special mystique that is also reflected in the clubs‘ marketing. However, with the increasing use of platforms such as TikTok and Instagram, this mystique is becoming more and more disenchanted. This raises the question of how clubs are positioning themselves in this field of tension and what social media strategies they are pursuing.
To investigate this topic, Petersohn conducted expert interviews with representatives of selected Berlin techno clubs and analyzed their social media accounts. It became clear that although many clubs have a certain presence on social media, they often struggle to establish a clear corporate identity across different platforms. Clubs often use their accounts less for advertising and more to inform their target groups. The challenge is to combine marketing with maintaining the mystique of the scene.

A key finding of the study is that although social media is recognized as an important tool in the Berlin techno scene, it is not yet fully anchored in marketing strategies. One interviewee explained: “We use social media to inform our audience about upcoming events, but we don’t do advertising in the traditional sense. That doesn’t suit the scene.” This statement makes it clear that the clubs try to approach their target group authentically and not to jeopardize the scene identity through overly offensive marketing.
The analysis of the social media accounts also showed that the clubs‘ communication is primarily aimed at establishing a close connection with their community. Another expert emphasized: “Our followers don’t want glossy marketing, they want real insights behind the scenes.” This shows that authenticity and approachability on social media play a crucial role for Berlin’s techno clubs. The clubs use platforms such as Instagram to share their event programs, introduce their artists and provide insights into club nights rather than for aggressive advertising.

Despite these efforts, however, many clubs fall short of their potential in terms of reach and the targeted use of social media. There is room for improvement, especially when it comes to reaching new, younger target groups. The study concludes that clubs can succeed in maintaining their mystical aura on social media if they strike a balance between information and marketing.
In her work, Paula Petersohn develops recommendations on how Berlin techno clubs can use social media more effectively. She recommends that clubs develop a clear social media strategy that takes into account both the club’s identity and the expectations of the target group. They should not only use their channels as an information platform, but also integrate targeted advertising measures that fit the scene and are not intrusive.

Overall, the work shows that social media is a promising tool for the marketing of Berlin techno clubs if it is used authentically and purposefully. It offers insights into the challenges of the scene and provides valuable recommendations on how clubs can strengthen their presence on social media without losing their identity.