For years, I’ve been saying it—clubs need proper marketing managers. Not just someone to throw up a few Instagram posts, but actual dedicated people who know how to make nightlife exciting online. For way too long, clubs have been dragging their feet while the rest of the industry figured out that social media isn’t just an extra—it’s the main event when it comes to getting people through the door.
I even tried to offer my own services at one point, because it was obvious how much potential was being wasted. But now, finally, it looks like they’ve caught on.
Playing Catch-Up
The way people go out has changed. Nights don’t just happen anymore—people plan them out, watch where their mates are heading, and check Insta to see what looks worth their time. If you’re not in that space, you’re invisible. When NLC launched, we hit the ground running, and within just a few months, we had matched some of the city’s biggest clubs in Instagram followers. That wasn’t luck—it was just understanding how to actually engage people.
Meanwhile, pubs have been absolutely smashing it on social media. They’re not just posting about drinks deals—they’re making TikToks, hopping on trends, and showing personality. It’s no surprise that the younger crowd, the same people who used to religiously follow the pub-to-club route, are now perfectly happy to just stay at the pub. When a bar makes itself look like the place to be, it takes a lot more to convince people to move on somewhere else.
Better Late Than Never
Honestly? It’s about time clubs stepped up. If they’d done this sooner, some venues might have had an easier time post-COVID instead of struggling to fill rooms. But credit where it’s due—at least they’re doing it now.
The real question is: will this actually make a difference to the scene? Will Cambridge clubs start feeling exciting again, like there’s real momentum behind them? Or is it too little too late? I guess we’ll find out soon enough—but at least it’s a step in the right direction.
