From footpaths to feeds: What a sculpture trail can teach us about social media marketing

Lessons from ‘The Trail with a Tale’ in Tunbridge Wells

The ‘Trail with a Tale’ sculpture trail is something that has given my family so much enjoyment this summer, as well as so many ideas – so here’s a second blog on the topic!

If you’ve wandered through Calverley Grounds or passed by The Pantiles this summer, you might have noticed something a little unusual popping up in corners and green spaces: curious sculptures and painted characters brought to life across town. Welcome to ‘The Trail with a Tale’ – a vibrant sculpture trail in Tunbridge Wells that’s been capturing imaginations and encouraging people to explore the town in a new way.

But here’s something you might not expect: this charming public art trail shares a surprising amount in common with great social media marketing.

I’m always on the lookout for creative and local inspiration and this trail is full of it.

It’s beautifully thought out, connects with the community, and draws people in for an experience that’s both fun and memorable.

Sound familiar? That’s exactly what successful social media content should do too.

Each sculpture along the trail is more than just a visual – it’s part of a story.

Great social media works the same way. Whether it’s a behind-the-scenes reel or a well-written caption, storytelling is what draws people in. Your followers don’t just want to know what you do – they want to know why. They want to feel the heart behind the brand.

What’s brilliant about the sculpture trail is how it encourages movement. Families, friends, and curious passers-by are following maps, discovering new places, and snapping photos as they go.

In marketing terms? That’s engagement gold.

Social media content should move people – literally or emotionally. You want them to click, comment, visit and share. A great post can be like a sculpture on the trail: it surprises, delights, and gets passed along. Create content that people want to stop for – and share with others.

The sculptures are unmistakably part of one cohesive idea. From the design style to the storytelling voice, everything feels consistent and well thought out.

This is key on social media too. Your visuals and tone of voice should feel on-brand and recognisable, whether someone sees you on Instagram, Facebook, or LinkedIn.

One of the best things about ‘The Trail with a Tale’ is how it celebrates Tunbridge Wells itself – its parks, heritage, and imagination. It invites residents to look at familiar places with fresh eyes.

Final thoughts: marketing with a sense of wonder

Trail with a Tale reminds us that storytelling, creativity, and local connection can be incredibly powerful tools – not just in public art, but in how we market our businesses too.

Social media doesn’t have to feel like a chore. With a little imagination and strategy, it can become a trail of its own – leading people to discover what’s unique and valuable about you.

And if you need a hand mapping that out? I'm always here, with fresh ideas, local insight and a love of all things storytelling.