Melanie Pearson, Director of Kali Communications shares her insight into maximising the effectiveness of social media.
For all the hard work that gets you to the point of releasing a film or joining the festival circuit, that part of the process marks only the beginning of your project’s marketing journey. You’re going to want to do everything you can to ensure all your efforts are rewarded with the audience views your film deserves.
One incredibly useful way to connect with and reach a target audience is through social media marketing. This powerhouse tool with its multiple platforms and billions of active users can raise awareness, drive viewership/attendance and can be a game-changer for film promotion.
Some benefits of utilising social media include…
- Global audiences – you may strategically opt for a targeted local social media campaign, but a worldwide reach is at your fingertips, so the possibilities are endless. You can push your film far and wide and reach a diverse and expansive audience in just a few clicks
- Connection – unlike print and broadcast media, social media allows you to engage with your audience. They can get to know you/your film better and vice versa, allowing you to build strong two-way relationships. Through engaging topics, lively conversations, and authentic interaction you can really build a supportive community around your project
- Cost-effective promotion – with a good strategy social media can be a cost-effective marketing method. This is especially great for independent filmmakers and smaller festivals who can maximise their reach with a small budget
…and here are some top tips for making your social media efforts as effective as possible:
- Take time to know and understand your target audience so you can get the right message to them in the best way. Which platforms will they be on? What style and tone will resonate?
- Post stand-out content that captures and excites your audience from captivating visuals and engaging videos to behind-the-scenes sneak peeks and exclusive interviews. Most importantly always make sure you shout about any rave reviews
- Time it right with a regular and consistent posting schedule that can increase around an announcement, event or release, to build momentum and anticipation
- Use hashtags to reach like-minded people who are searching for content like yours. Research the best hashtags to use and jump on trending topics where possible
- Build your audience responding to all comments and engage new audiences by putting reactions, shares and comments of your own on their content or page. Ask questions, run polls or host Q&A sessions so they know their feedback and opinions matter
- Collaborate with others by, for example, encouraging people to share your content or by partnering with an influencer or credible company to elevate your exposure through competitions, sponsored content or guest appearances
- Use the analytics tools available to see what’s working well and what isn’t so you can tailor your approach accordingly. This will help you to focus your energy in the right places
Kali Communications can help you with any social media support you may need for your film release or festival screening, including consultancy, strategy and implementation. Email Melanie at [email protected].
