Music festivals attract millions of people. From Woodstock to Coachella, fans come from all over the world to see their favorite artists perform and create unforgettable memories with friends. From a festival’s perspective, how do they get fans to come back each year? Is it the music? Is it the user experience? In 2014 a group of researchers, led by Simon Hudson, found that when festival brands have strong engagement on social media with fans, it can lead to not only an emotional attachment towards the actual in-person experience, but also towards the brand itself online. The findings were published in the journal Tourism Management. From that research, here are three ways festivals create a loyal fan base through social media.