Social media film marketing? Social media marketing is a very useful tool for introducing your venue to new audiences or further engaging existing ones. It is also particularly useful for targeting audiences for more niche screenings and events.
Big studios often come up with buzz worthy stunts to build interest.Obviously most independent film exhibitors do not have a huge marketing budget like those allocated for Hollywood blockbusters but you can still generate a buzz if you use social media strategically.
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What is a Social Media Film?
What is film marketing? Social media is not like old fashioned marketing, which is about broadcasting information one way to your audience. Social media marketing encourages direct feedback from your audience. This can sometimes be negative and as a result, can be scary for organisations that aren’t used to conversing directly with their customers.
Before embarking on social media marketing it is important to determine why you are doing it in the first place. How does it relate to your overall marketing plan? Who are you trying to reach? What are your goals? These considerations will feed into your social media strategy.
Read also: What are Social Media Marketing Benefits for Your Business?
How does Social Media Affect the Film Industry?
The internet is filled with clearly defined groups and fandoms that frequently overlap. 20 years ago, marketing a brand new sci-fi film advertising could take significant market research to determine where and when to market it. Social media groups, categories and hashtags allow you to specifically target a particular demographic with similar interests.
The process is the same that connects to your audience and provides compelling content for them to share. A Pew Research Centre study indicates that the average Facebook user is connected with 338 friends. Sharing a movie trailer across that network has a much wider reach than word of mouth alone.
Social media is a vital part of engaging film marketing going audiences. The business has always been about who you know and who you can reach and social media expands your capability to build connections.
Engaging your fans directly can build excitement and trust in your projects by making them feel like they are part of the process. With a smart strategy and an open mind, social media can catapult your project into the spotlight.
Read also: 5 Reasons Why You Should Care about Social Commerce
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How does Film Marketing Work?
Social media marketing the movie analysis? In the entertainment business, buzz is everything. Whether you’re promoting an independent auteur piece or the latest Marvel Studios blockbuster, the goal is to get your film talked about by as many people as possible.
The way to do that is to keep your movie marketing top of mind for as many people in your target audience as you can.
The Media and Entertainment Landscape
There’s more opportunity in the social media and film industry than ever for those companies that manage to make their projects stand out from the crowd. A 2018 report by PwC on the media and entertainment industry projects a compound annual growth rate of 4.4 percent up to 2022, with the global market reaching $2.4 trillion in 2022, up from $1.9 trillion in 2017.
Brand Building with Social Media Campaigns
The goal of any marketing campaign is to connect with a targeted audience and share content on a large scale. In the days before social media, this was an enormously difficult and often inelegant task that involved resource intensive market research to figure out a project’s target audience and how best to reach that audience.
Social media allows media markets a level of precision and efficiency that their predecessors never could have imagined.
Effective Social Media in Film Marketing
Putting together a social media campaign for a movie or television project is an exercise in storytelling in itself. A project’s social media presence often begins before production itself even starts, incorporating the earliest press announcements into the social media campaign.
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Studios Employing a Social Media Marketing Strategy
The company has put an emphasis on selecting projects that they identify to have strong potential to resonate online. The earliest announcements of Wonderfilm projects are simple releases with basic details like genre, production timelines and locations, but further releases are set up to position the project in the minds of the audience.
Content is specialised for various social media platforms and information varying across platforms so that there’s always something new for fans to discover.
Another key social media tactic that Wonderfilm uses is the strategic casting of social media influencers for secondary roles, incentivizing these social media power users to promote the project to their extensive follower bases.
How Can I Use Social Media to Market My Film?
Before embarking on social media marketing it is important to determine why you are doing it in the first place. How does it relate to your overall film marketing plan? Who are you trying to reach? What are your goals?
These considerations will feed into your social media strategy. It is also a good idea to have a social media policy in place, as a guide for how social media should operate across your organisation.
Social Listening
Listening to users and monitoring hashtags helps you find out what your audience wants, tells you if there is any negative sentiment about your venue that you need to deal with and may suggest new possibilities for you to consider.
Sharing Content
Original content is king and both your audience and online search engines are hungry for new content. Content which is Search Engine Optimised (SEO) gets you higher up in the Search Engine Results Page (SERPS) ladder so that people are more likely to find you online.
Engagement
What if you have 50K Twitter followers and you constantly tweet and share content but get very few retweets or mentions? Or you have 12K Facebook followers but very rarely get Likes or comments?
This suggests you have good reach but very little engagement, and engagement is what drives social media. When your fanbase engages with you, their followers or friends see this and also become involved.
Measurement
Having written your Social Media Strategy you will have defined very clear goals.
Not Only Film, You Can Also Promote Online Business Via Social Media
Social media allows businesses to be in direct contact with target customers. Social media marketing is inexpensive and gives brands instant reach to billions of active users. For these reasons, social media has proven to be one of the most effective channels to promote products online.
Social media networks are open to all, giving businesses a chance to follow their consumers’ activities or potential buyers. This helps marketers be more informed about their target audience, likes, dislikes and interests so that they can create a better marketing strategy to attract such customers.
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Conclusion
Whether you work at an independent cinema, film festival or community venue the principles of social media marketing are always the same. What is important is to really know who your core audience is and what excites them.
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