The 10 Commandments of Social Media Marketing for Standups
We all know, social media has become as important as stage time. Is that fair? Probably not, but it is reality. There is no business like show business as they say. Clips, crowd work, podcasts, and collaborations now influence whether comics get booked, sell out venues, and land opportunities. At the recent festival panel on comedy and social media, industry professionals and comics shared what really works.
Here are the 10 Commandments of Social Media Marketing for Standups — practical rules every comic can use to grow and sustain an audience.
Written by Rebecca Joey Schwab based on the Windy City Comedy Festival Social Media Panel featuring Kerryn Feehan, Chris Greico, and Rebecca Joey Schwab [facilitated by Queeny Chandler]
Be Consistent
Regular posting beats occasional bursts of content. Whether it’s daily short clips or weekly stand-up highlights, pick a realistic schedule and stick with it. The algorithm—and your audience—need consistency. Figure out what your algorithm is hungry for, and keep at it! SCHEDULE. You can create batches of posts and schedule them in advance so you are not consistently posting live to social. You can also schedule stories. Take advantage of Meta Business Suite and TikTok studio - create and follow your own content calendar and make it easier by scheduling weekly or bi-weekly to make your life easier.
2. Don’t Be Too Precious
Stop waiting for the “perfect” clip. Audiences often connect with authenticity more than polish. Post the set, post the crowd work, post the moment—it doesn’t have to be flawless to be effective. It is ok to post and repost the same bit in a more developed format. Your audience wants to see growth and will not judge as harshly as you judge yourself. Do not be too precious, it is not that deep. The internet seeks consistency and if the clip looks good, and sounds good, post it with a good caption.
3. Understand Short-Form vs. Long-Form Content
Short vertical clips are how people often discover you. Long-form content—like podcasts, specials, or full shows on YouTube—is where you build loyalty and monetize. Use clips to funnel people toward your bigger projects. If you have a special coming up, use clips to build tension and links to direct your audience to your YouTube or your ticketing platform. Make sure to recognize what your specific audience is looking for and to diversify when needed. This means if you are marketing a podcast, your YouTube should be all long form. If you are marketing a show, it depends which works best for you across social media but 1 minute or less vertical clips are the best promo material for Instagram.
4. Brand Yourself Clearly
Make it easy for people to find and follow you. Have a clean profile photo, a link tree or a Beacon, and a consistent visual style. Add watermarks or logos to your clips. You don’t need to know your “final” brand yet, but you should look professional. This can mean a few minutes on Canva, outsourcing to a graphic designer, or anything in between. You can always look larger and more established than you are - the internet often misleads you. You should aim to present yourself as polished and branded, even if your brand evolves. People respect a distinguish tone and a way to easily recognize you.
5. Work With the Algorithm, Not Against It
You can’t control what goes viral. Sometimes it’ll be the joke you almost didn’t post. Sometimes it will because of a random post you can not believe people are interested in. Sometimes it will be something you are not the most proud of. Welcome to the ALGORITHM. You are a creative working within a system that is unpredictable. Adapt to what gains traction instead of fighting it. Viral moments are doorways—use them to showcase your best work. Then stay consistent, and reposting similar videos to what made you viral (even if it makes you cringe) should be part of your method.
6. Focus Where You Thrive
Not every platform will work for every comic. Maybe TikTok is dead for your style but Instagram or YouTube Shorts pops off. Track what works and double down on that platform instead of trying to master all of them. Maybe you have a following on LinkedIn - do not assume you know your platform. Twitter or X is not dead. Test different material on threads versus Twitter. Do not forget Facebook exists and is specifically good for event marketing. Use the data of what reaches the furthest organically and take advantage of the platform that works with your style.
7. Outsource When It Makes Sense
Editing eats up time. We all know this. Some of us enjoy it more than others, either way time is money. When you can afford it, pay for clip editing—whether that’s another comic, a freelancer, or a social media manager. Think of it as buying back hours for writing, performing, or resting. This can also include outsourcing your email list and other social media platforms. If you have a day job and want to invest in your standup career this is an option. It is also an important pivot once you are making a living with your comedy. Outsourcing makes your creativity more easily sustainable - so think about where you are spending your time and where you want to be spending your energy.
8. Collaborate and Cross-Promote
When you help others, others help you. We all need content and all have different followings and audiences. Leverage your professional relationships and friendships to collaborate in a way that support your growth and your colleagues reach as well. Podcasts, guest appearances, collab reels, and shout-outs can grow your following faster than solo work. Each collaboration introduces you to a new fan base. Think about who is in your network and which networks you aim to reach to a higher degree. Reach out to micro-influencers and comics with large followings. People want to combine creative efforts, it is not always a competition. Social media loves a good collab so get creative and do not be afraid to approach someone with a good idea.
9. Treat It Like a Business
They call is show BUSINESS for a reason. At the end of the day, this industry is a business. You are a creative and comedy is art, BUT your online presence is business. As mentioned in these commandments, plan content in batches, schedule posts, and track results. Venues, bookers, and sponsors care about numbers as much as talent. Channel your following to email subscribers because all generations respond to emails. When touring or trying to sell tickets in any area of the country (or the world) having numbers of emails will propel you forward. Think local on a larger scale - what works for you and how to scale that to a national and international level. Consider yourself a data driven professional and keep track of your growth and where you are excelling.
10. Protect Your Mental Health
Comments sections are brutal. They suck,. Block freely. Block, block, block. Also, it is different for women, men, non-binary, queer and beyond. The experience of internet hate and fandom is intense and often very unpleasant. Yes they say all press is good press, but delete when necessary. Don’t let trolls dictate your energy. Remember: the internet isn’t your audience—it’s just the amplifier. It is the way you sell yourself and your shows. People are entertained by cruel comment sections, but you can curate what people see. You control how many comments there are and what is allowed in your ether. If you have a social media manager to curate, that is an option, but do not be afraid to control the narrative. Protect yourself, schedule content, and TAKE A BREAK.
Social media won’t replace the work you do onstage, but it can open doors to bigger venues, new fans, and stronger opportunities—if you treat it with the same discipline you bring to your comedy. Think of clips as the teaser and your live act as the main event. This is a business after all, and learning new tools to help elevator your marketing efforts is never a waste of time. As you sharpen your sword of comedy, consider where you perform the strongest on the internet and feed the algorithm to see organic growth. Most importantly, social media is NOT an exact science. Everything changes at the drop of a hat, so what worked for you a few years ago may not be relevant anymore. No one is a social media expert - it changes too fast for that. Listen to the changes in trends and listen to your own personal data and take advantage of what works for your growing brand.