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laurafaritos · 5 months ago

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HDMS028. Paid, Owned & Earned Media: What Every Comedian Needs to Know About Getting Booked And Building an Audience

Look, I get it. Marketing yourself can feel like standing on a street corner yelling, “HEY HO HEY NOTICE ME PLEASE!!!” It’s awkward, it’s cringe, and you’d rather just let your work “speak for itself.” The problem? No one can hear it if you’re not actively making noise.

If you’ve ever felt like:

Your content is great, but it’s not getting traction.

You’re tired of posting show flyers that get zero engagement.

You want to build a following, but you don’t want to seem desperate…

Then this post is for you.

Before we get into the details of how to market yourself without feeling gross, let’s talk about what’s been going on with me:

As of writing this, I’ve officially completed my Harvard Digital Marketing Strategy course!!! 🎉 I don’t have my certificate in hand just yet (they take 30 days to evaluate my final answers), but I will soon be a Harvard-certified marketing girlie. And let me tell you—this course has rewired my entire brain.

For the first time in my life, I studied fully aware of my AuDHD brain, took the time to accommodate my learning process, and now? I finally feel like I’m onto something. Not just for myself, but for comedians and creatives who—like me—want to be self-employed without burning out.

And because I’m completely unhinged, I also signed up for ANOTHER Harvard certificate: Entrepreneurial Marketing. It starts on March 26, which is both TWO WEEKS AWAY (!!!) and also TWO DAYS AWAY from my upcoming show, Foreigner Diaries Live #001.

So before then, I must finish all my HDMS blog posts:

To process everything I’ve learned.

To prove (to myself and others) that I can teach these concepts in a way that makes sense for comedians.

To go into my next course with a clear mind, a clean slate, and ready to take over the world.

So, welcome back. I’m caffeinated. I’m dangerous. And I’m about to tell you why no one knows who you are yet—and how to fix it.

I. The Marketing Funnel & Why Nobody Knows You Exist (Yet)

If you’ve been following along with my Harvard Digital Marketing journey (or if you just have common sense), you probably already know this: getting people to notice you is hard.

Most comedians think all they need to do is be funny. But here’s the brutal truth: talent alone isn’t enough. If it were, every hilarious open-mic regular would be famous by now. But they’re not. Why? Because nobody knows they exist.

And before you scream, “BUT THAT’S NOT FAIR!!!” let me ask you something:

How many comedians do YOU follow that you’ve never actually seen perform???

How often do YOU buy tickets to a show just because someone posted a flyer???

How many talented people have you never heard of because they don’t market themselves???

Exactly. Hard pill to swallow, I know. But here's the good news: the problem isn’t your comedy!!! It was never about talent!!! The problem is that you’re treating marketing like an afterthought instead of what it actually is: the only way people will ever find you.

Enter: The Marketing Funnel!!!

If you don’t know what a marketing funnel is, don’t worry—I didn’t know ANY OF THIS SHIT EITHER until I took this course!!! But that's why I'm so invested in these posts. it’s also why some comedians blow up and others stay stuck grinding the same shows for years!!

The marketing funnel is basically the journey a potential fan takes before they ever give you money. It has three main stages:

Awareness – They find out you exist.

Consideration – They decide if you’re worth following.

Conversion – They buy a ticket, watch your special, or become a fan for life.

Most comedians skip the first two stages and go straight for conversion. They post a flyer and expect strangers to show up. They drop a link to their special and expect people to click. But if nobody knows who you are, why would they care?

If you don’t build awareness and consideration first, you’re basically yelling into the void. No audience, no engagement, no ticket sales.

Here’s SOME MORE good news: you don’t have to be a marketing genius to make this work. But you do need to stop treating your content like a desperate attempt to sell tickets and start treating it like what it is—a way to build a relationship with your audience.

II. Marketing Yourself As A Comedian Without Feeling Cringey

Let’s be real—self-promotion feels weird... because it IS weird!!!

Every comedian I know (myself included) has, at some point, thought:

“Ugh, I don’t want to seem desperate.”

“I just want my work to speak for itself.”

“Why does posting about my show feel like selling Herbalife?”

And listen, I get it. No one wants to be that person!!! I didn't want to!! I hated the idea of being the one who’s constantly screaming, “BUY MY THING! LOOK AT ME!” while everyone else just scrolls past.

But here’s the HARD, TOUGH reality: if you don’t market yourself, NOOOBODY ELSE WILL!!!!!!!!! Take that in!!!! If you don't market yourself, NOBODY ELSE WILL!!! And the comedians who “just let their work speak for itself” are usually the ones stuck wondering why they’re not booking better gigs.

The reason self-promotion feels cringe is because most people approach it like selling a product. But you’re not a product—you’re a person. And people don’t follow comedians because they were “sold” on them. They follow because they feel connected to them.

Think about your favorite comedians. You probably don’t just love their jokes—you love them. Their personality, their perspective, the way they talk about life.

That’s what you’re offering. Not just jokes, but an experience!!! A relationship!!! A reason to care!!!

So instead of thinking, “I need to promote myself”—try thinking, “I need to invite people into my world". Here's how you can do that:

Document, Don’t Sell – Instead of just posting “Come to my show!”, try sharing why this show matters to you. Are you working on a new bit??? Is this your first time headlining??? Did something wild happen at your last show??? Bring people along for the ride!!

Make It About Them – Your audience doesn’t care about your show just because you do. But they will care if you connect it to something they relate to. Example: Instead of just saying, “I have a new YouTube clip up,” say, “If you’ve ever had a weird first date, this joke is for you.” Now it feels personal.

Show More Than Just Stand-Up – People don’t just follow comedians for their sets; they follow them for their personality. If all you post is show flyers and joke clips, you’re missing a huge opportunity. Try adding behind-the-scenes moments, reactions, hot takes, or even just dumb thoughts you’d share with a friend. The more they feel like they know you, the more they root for you.

Bottom Line: You don’t have to be “salesy” to grow an audience. You just have to make people care. And that starts with showing up, being yourself, and letting people into your world!!!!!!

III. The 3 Types of Digital Marketing & Why Comedians Should Care

When most people hear “digital marketing,” they immediately think of paid ads—but that’s just one piece of the puzzle. In reality, marketing falls into three main categories:

Paid Media – Ads you pay for (social media ads, Google ads, promoted posts, etc.)

Owned Media – Platforms you control (your website, email list, YouTube channel, etc.)

Earned Media – Exposure you earn (word-of-mouth, press features, social shares, etc.)

Let’s break these down and why they matter for comedians.

A. Paid Media: Speeding Up the Process

Paid ads are like putting a microphone on your content. They amplify what you’re already doing and help you reach more people, faster.

If you have a show to sell, running ads can help fill seats.

If you have a killer clip, a small ad budget can reach new fans.

If you're growing on YouTube, YouTube ads can help push your channel further.

But here’s the catch........ If your content sucks, ads won’t save you!!!! Paid media only works if your organic content is already strong. So before spending money, make sure your clips, branding, and messaging are on point!!!!!!

B. Owned Media: The Only Thing You Actually Control

Your Instagram, TikTok, and Twitter? You don’t own them. If they disappeared tomorrow, you’d have no way to reach your audience.

That’s why owned media is crucial. This includes:

Your website – Where people can find your tour dates, press mentions, and work.

Your email list – One of the most underrated tools for comedians. Unlike social media, email gives you direct access to your audience without fighting an algorithm.

Your YouTube channel – If you’re serious about building a long-term audience, owning your video content is key.

So what does that mean for you, as a comedian???

You never have to worry about an algorithm killing your reach.

You can market directly to your biggest supporters.

You control your own audience instead of relying on platforms that could disappear.

If you’re building a comedy career, you've got to understand how investing in owned media is a long-term insurance policy.

C. Earned Media: The Power of Word-of-Mouth

Earned media is when other people talk about you—whether that’s a press feature, a viral tweet, or a comedian shouting you out. It’s the hardest to control, but also the most powerful.

And why does that matter for comedians??? Because:

A single viral joke can put you on the map.

A press feature in Vulture or The New York Times can boost your credibility.

If a bigger comedian reposts your clip, you can gain thousands of new followers overnight.

So the best way to earn media is to BE SHAREABLE!!! Create content that makes people want to tag their friends, repost, or quote you. Give them a reason to spread the word.

But How Can Comedians Use Paid, Owned & Earned Media Together???

Well. There is no "one-size-fits-all" strategy for comedians. BUT the strongest comedians DO use a mix of all three types of media:

Paid to boost content and promote shows.

Owned to build a reliable audience that doesn’t depend on algorithms.

Earned to grow through word-of-mouth and social proof.

What this means is that most comedians only rely on earned media (“I hope this joke goes viral”). But the ones who grow faster are the ones who strategically mix all three!!!

IV. Paid vs. Organic Growth—Which One Actually Builds a Career?

Every comedian wants a bigger audience. But the biggest debate in growing a comedy career online is this:

Should you pay for growth? (Ads, promoted posts, boosting clips)

Or should you grow organically? (Relying on viral moments, word-of-mouth, and engagement)

The truth??? Neither one works alone!!! You need a balance of both. Let’s break it down.

A. Organic Growth: The Slow But Strong Foundation

Organic growth is free—but it takes time. It happens when people naturally discover your content and share it because they genuinely like it.

Pros of Organic Growth:

Builds a loyal audience who actually cares about your work.

Costs nothing. No ad budget needed.

Creates a strong foundation for long-term success.

Cons of Organic Growth:

Unpredictable. You can’t guarantee a post will go viral.

Takes longer to build momentum.

Can be frustrating when the algorithm decides not to show your content.

For comedians, organic growth comes from:

Posting clips that make people want to tag their friends.

Engaging with fans in comments, DMs, and community spaces.

Building relationships with other comedians for collaborations and shoutouts.

If you’re patient, organic growth is the most sustainable way to build a career. But what if you want to speed it up??????????

B. Paid Growth: The Fast Lane (If You Know What You’re Doing)

Paid growth is using money to put your content in front of more people. This includes:

Running TikTok, Instagram, or Facebook ads to promote a comedy clip.

Boosting a post that’s already performing well.

Paying for sponsored placements (e.g., featuring a clip on a big meme page).

Pros of Paid Growth:

Gets your content seen by WAY more people, faster.

Helps push already-viral content to the next level.

Useful for selling tickets when you need fast results.

Cons of Paid Growth:

Costs money (obviously).

If your content isn’t great, no ad can save it.

Can feel inauthentic if done incorrectly.

For comedians, paid growth is best used when:

You have a clip that’s already doing well organically (ads help it explode).

You need to sell tickets for a show.

You want to grow faster but still create quality content.

The key? Paid media should be a tool, not a crutch. If your content isn’t strong, throwing money at it won’t fix the problem.

C. The Sweet Spot: Combining Both for Growth

The smartest comedians don’t pick one—they use both strategically.

💡 Example strategy for a comedian (note that this is just an example so you can see how these principles could apply to you, but once again, there is no one-size-fits-all. Try it out and adjust it!)

Post a clip organically to see how it performs.

If it gains good engagement, put a little ad budget behind it to boost reach.

Drive those new viewers to your owned media (email list, website, YouTube).

Repeat the process and scale over time.

This way, you’re not just paying for empty views. You’re using ads to boost content that already works, while still letting organic growth do its thing.

If you’re only relying on organic growth, you might be stuck waiting for luck to kick in.

If you’re only using paid growth, you might build a shallow audience that doesn’t stick around.

The real move? Use both.

Organic growth = Builds trust and long-term fans.

Paid growth = Speeds up what’s already working.

The comedians who figure this out ARE THE ONESSSS who grow faster, make more money, and actually get booked!!!!!!!

V. The #1 Mistake Comedians Make With Social Media (And How to Fix It)

Let’s be real—most comedians are terrible at social media. Not because they aren’t funny, but because they don’t understand how the internet actually works.

They either:

Post clips randomly and hope for the best. (”I don’t get why this didn’t go viral!”)

Ignore social media altogether. (”I just want to focus on stand-up.”)

Try too hard to be an ‘influencer.’ (”What’s up guys, don’t forget to like and subscribe!!”)

The result? They’re invisible!!!!!!!!! No one outside their comedy circle knows they exist!!!!!!!!

So what’s the biggest mistake??? Posting without a strategy!!!!

A lot of comedians think, “I’ll just post my funniest clips and let the algorithm do its thing.” But the algorithm doesn’t care if you’re funny. It only cares if people engage!! You could have the best joke in the world, but if it’s formatted wrong, posted at the wrong time, or lacks a hook, no one will see it!!!!

Comedians who grow fast online aren’t just funny—they’re strategic. They treat their social media like a business, not a hobby. They know:

WHAT to post. (Clips, crowd work, jokes, memes, personal stories.)

WHEN to post. (When their audience is active.)

WHERE to post. (Some clips do better on TikTok, some on Insta, some on YouTube.)

HOW to optimize. (Good captions, subtitles, hooks, and CTA.)

Soooo if you want to actually grow your audience, you need a repeatable system!!!! REPEATABLE!!! Not just random posting!!!!!!

Here’s an easy 3-step framework that shows how you, as a comedian, can make your social media actually work:

Step 1: Identify Your ‘Content Buckets’

Think of 3-5 types of content you can rotate between. This keeps your page fresh.

For comedians, content buckets could be:

Stand-up clips (your best jokes, moments on stage)

Crowd work clips (interactions with audience)

Personal stories (things that make you unique)

Funny takes on trends (commentary on current events, pop culture)

Behind-the-scenes & life updates (the journey of being a comedian)

This keeps you from feeling stuck like, "What do I even post?"

Step 2: Create a Weekly Posting Schedule

Instead of posting whenever you feel like it, set a schedule. Why? Because consistency wins. The algorithm prioritizes creators who post regularly. So here's an example weekly posting schedule: 📅 Monday – Stand-up clip 📅 Wednesday – Personal story 📅 Friday – Funny take on a trend 📅 Sunday – Crowd work clip

Pro tip: If a clip doesn’t do well on one platform, repurpose it for another! What flops on TikTok might kill on YouTube Shorts.

Step 3: Optimize for Engagement (Not Just Views)

A lot of comedians only focus on views. But views don’t matter if they don’t turn into followers and ticket sales.

Ask questions in your captions to start conversations.

Reply to comments to keep engagement going.

Use call-to-actions (CTAs) like "Tag a friend" or "Follow for more stand-up clips!"

Make it easy for people to find more of you (Link your website, Patreon, YouTube, etc.).

You want people to stick around, not just scroll past. Posting. Without. A. Plan. Is. Wasting. Your. Fucking. Time!!!!!!!!!!!!!!!! So if you’re putting time into making clips, I beeeegggg yooouuu to pleaseeee not let them go to waste!!!! For the love of God!!!!!!

Random posting = Slow growth, no control over your career.

Strategic posting = Steady audience growth, more bookings, bigger career.

And here’s the real kicker: Comedians who grow online get more opportunities. They get booked faster, paid more, and reach way beyond their local scene.

So the question is—are you gonna keep posting and praying????

Or are you gonna post with purpose?????

TL;DR: How To Market Yourself Like a Comedian, Not an Influencer

Let’s be honest—comedians don’t want to be influencers.

We don’t want to make cringey sales pitches or spend hours pretending to be a lifestyle brand.

We just want to be funny, get booked, and make a living doing what we love.

But here’s the problem: If no one knows you exist, how are you supposed to sell tickets, grow an audience, or get booked?

This is why marketing matters!!!!!!!! Not because you need to “sell out,” but because THE INDUSTRY HAS CHANGED!!!! And lots of established comedy schools and comedy teachers don't get it!!!!!! The comedians who understand digital marketing are the ones who are thriving in modern days, with a stable income from their art!!!

What We’ve Learned in This Post

You need a strategy. Posting clips randomly won’t get you anywhere.

Your content needs to match the funnel. Some posts build awareness, some build connection, and some sell tickets.

Consistency matters more than virality. You don’t need one viral moment—you need a system that builds momentum.

Engagement > Views. A smaller, loyal audience will support you more than a million passive scrollers.

What to Do Next (If You Actually Want to Grow)

✅ Step 1: Pick 3-5 ‘content buckets.’ (Stand-up clips, crowd work, personal stories, etc.) ✅ Step 2: Set a weekly posting schedule. (Post with a plan, not just vibes.) ✅ Step 3: Engage with your audience. (Reply to comments, ask questions, create a real fanbase.) ✅ Step 4: Track what works. (Pay attention to what your audience responds to and more of that.) ✅ Step 5: Repeat. (Consistency beats luck every time.)

You don’t need to be everywhere. You just need to show up consistently in the right places and make it easy for people to find you and follow you.

Now that you know all this, what’s the first thing you’re going to change about your marketing strategy? Drop a comment, DM me, or just start implementing—because the sooner you take this seriously, the sooner you start seeing real results.

You already know how to be funny, baby!!!!!! Now it’s time to make sure the right people see it!!!! Go get that moneyyyyyy!!!!!

And don't forget to follow me and stay tuned for the next post within the HDMS series. See you in the next one!!! Tchau tchau <33