Festival social media · Ta' Qali, Malta
We turned Bloom Festival's culture into content that reached 1M+
OKAYVIRAL ran festival social media content and a full Instagram takeover for Bloom Festival in Malta, setting new reach records across the account's stories, posts and reels.
In short
- Bloom Festival is a 3-day music and wellness festival at Ta' Qali, Malta.
- Its Instagram ran on content repurposed from past years, with reels stuck at 900 to 3,000 views.
- OKAYVIRAL ran festival social media and a full Instagram event takeover.
- Result: over 1M in reach and 4x reel views during the festival.
The challenge
Before OKAYVIRAL, Bloom Festival's Instagram leaned on content repurposed from previous years, with reels stuck between 900 and 3,000 views.
Most of the content was repurposed from previous years, alongside artist shout-outs to promote the lineup. There were no trends, no Gen Z native content and no scripted storytelling. Because nothing like the content we make existed on the account before, we had to set the tone and structure for it from scratch.
At the start, the account had roughly 14,500 followers, reels averaging 900 to 3,000 views, and stories seen by around 300 people.
What we did
OKAYVIRAL took over festival social media in two phases: a month of scripted pre-event reels, then a full live Instagram takeover across the three festival days.
In the build-up, we produced eight pre-event reels. One was a DJ-led walkthrough of the artists and areas that was repurposed into an ad. Another was a series with one reel per stage and zone, each fronted by a personality who fit the space. For the wellness area, with its kundalini yoga, somatic practice and breathwork, we brought in Maltese influencer Denise Kim Gafa. One fast-paced, hook-led storyline reel broke the channel's organic view record at 53,000 views.
Two creative calls set the work apart. The organisers are known and trusted in the community, but did not have the time to film with us or record voiceovers, so we cloned their voices with AI to keep that familiar, trusted presence in the videos. We also turned AI images into realistic video to preview parts of the site that did not exist yet on the empty grounds, such as the festival tents available to rent, which solved the problem of showing a venue before it was built.
During the festival on 17 to 19 April, we ran the account live. We handled DMs, replies, tagged-content reposts and collaborations, and created reels and posts in real time on the grounds, including morning recaps coordinated with the event photographers. We posted 20 to 30 stories a day, mixing raw moments with edited recaps, and filmed trends, vox pops, interviews and performance.
The stories started moving people. A busy, fun stage we posted would pull a crowd within minutes, and a quiet stage filmed in a playful way would fill straight after. When something urgent needed to go out, such as a sold-out announcement, we filmed, designed, edited and published it in 15 to 20 minutes.
After the event, we kept posting saved content to hold the momentum and feed interest in the next edition. We also interviewed artists, which put Bloom on their own channels for extra reach, and handed over more than 500 reusable video assets for future trends, throwbacks and campaigns.
Some of our voxpops
Our favourite reels
Reels we made
The results
Over 1M reach and 4x reel views during the festival
What the client said
We had the pleasure of working with Okayviral for Bloom Festival, where they managed our on-site social media coverage as well as a large part of our pre and post-event content creation. From creating engaging reels before the festival to capturing and editing the atmosphere throughout the event, their work consistently reflected the true vibe and energy of Bloom. The turnaround time was also impressively fast, which was extremely valuable during such a high-paced production. We are very happy with the collaboration and would definitely recommend Okayviral to any brand or event looking for creative, reliable, and high-quality social media coverage.
Why it worked
It worked because the content spoke the festival's own language. Scripted hooks, real personalities and the organisers' trusted voices translated the culture of Bloom into content people wanted to watch and share, which is how a single reel reached 53,000 views from a baseline of a few thousand. Speed did the rest. Filming and editing live meant the account always reflected what was happening at the festival in the moment, so following the stories felt like the fastest way to know where the energy was. That combination of culture-led storytelling and real-time presence lifted average reel views fourfold during the event and pulled people to the gates.
FAQ
What does festival social media in Malta involve?
Festival social media in Malta covers everything from pre-event reels that build anticipation to a full on-the-ground Instagram takeover during the event. For Bloom Festival, OKAYVIRAL produced scripted reels, ran the account live across the three festival days, and delivered more than 500 reusable video assets. The aim is content that captures the culture of the event and reaches the right audience.
How do you promote a festival in Malta on Instagram?
You promote a festival in Malta by building momentum before, during and after the event, and by speaking in your target audience's language. OKAYVIRAL made eight pre-event reels, including a stage-by-stage series and a hook-led storyline reel that reached 53,000 organic views. During the festival, real-time reels, trends, vox pops and 20 to 30 stories a day kept the account live and drove people to the gates.
What is an event social media takeover?
An event social media takeover is when a studio runs a brand's account live during an event, end to end. At Bloom Festival, OKAYVIRAL handled the DMs, replies, tagged-content reposts, collaborations, and real-time reels and stories filmed and edited on the grounds. Urgent posts such as a sold-out announcement went live in 15 to 20 minutes.
How do you sell more festival tickets through social media?
You sell more festival tickets by creating real-time FOMO so people feel they are missing out. Footage of packed, high-energy stages at Bloom pulled buyers to the door during the event, and post-festival recaps kept momentum going for the next year's ticket sales. Stories were followed so closely that posting a stage live would fill it within minutes.
Can you film and edit festival content in real time?
Yes, OKAYVIRAL filmed, edited, designed and posted content live throughout Bloom Festival, with urgent posts turned around in 15 to 20 minutes. Morning recaps were coordinated with the event photographers, and average reel views rose to about 12,000 during the festival, four times the usual amount.
Who is this kind of festival social media for?
This kind of work suits music festivals, cultural and wellness events, and the artists who perform at them. OKAYVIRAL handles event social media takeovers, content and production, vox pops and interviews for events across Malta. Bloom Festival's two most-watched videos ever, at 53,000 and 50,000 views, both came from this collaboration.