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This ain’t your father’s social network!
Let’s face it; in today’s entertainment industry, the role of social media is nothing short of indispensable. From fostering direct connections between creators and audiences to revolutionizing marketing strategies, the social media sphere is an indispensable part of the engine driving the success of films and television shows. It can be, in some cases, almost wholly responsible for the perception of and discussion around specific projects and filmmakers. Studios and streamers have transformed the way movies are marketed based on this phenomenon, and the influencers at the crossroads between social media and cinema are continuing to shape the landscape.
How does social media affect successful marketing and promotion in film?
In the social media era, your online persona is a powerful force shaping success. Platforms like Twitter, Instagram, TikTok, and others offer unique avenues for engagement and promotion. Twitter thrives on real-time buzz creation, while Instagram excels in visual storytelling, and TikTok captures younger demographics with short-form content. Leveraging these platforms, marketers tailor strategies to engage specific audience segments, utilizing analytics to understand demographics and preferences. Content creation spans from teasers and behind-the-scenes glimpses to user-generated campaigns and interactive polls. Additionally, the rise of influencers and the creator economy has transformed film events, democratizing coverage and amplifying engagement. These partnerships not only enhance audience reach but also prompt a reevaluation of marketing strategies, emphasizing the pivotal role of social media in modern promotion tactics.
In what ways does social media contribute to the discovery of new talent?
It’s all about relationships. Influencers, with their direct audience connection, offer filmmakers a built-in fan base, exemplified by stars like Addison Rae, who transitioned from TikTok fame to the lead role in He’s All That, a reimagining of ‘90s classic She's All That. Additionally, platforms like Twitter, Wattpad, and Medium democratize access for writers and creatives, allowing them to showcase their work and collaborate with peers and industry professionals. Examples abound, such as Andy Weir, who first published The Martian online before it became a bestselling novel and blockbuster film. Moreover, the discovery of talents like Justin Bieber and Lilly Singh demonstrates the transformative power of social media in shaping careers and diversifying talent pools. Another powerful example is Issa Rae, who began her career on YouTube in 2011, using the platform to publish various short films and web series. Since then, Rae has garnered acclaim for her successful HBO show Insecure, which received multiple Golden Globes and Primetime Emmy Awards nominations. Dipping into the talent pool is a much different experience than it was even a few years ago. As platforms continue to evolve, they serve as fertile ground for discovering fresh voices and perspectives.
How does audience engagement contribute to the success of films?
The short answer? In today’s industry, it’s pivotal. By forging a direct line of contact between creators and viewers through social media platforms, filmmakers cultivate personalized connections, sharing updates and responding to feedback in real time. Some go deeper with Q&A sessions and AMAs, offering fans insider insights and fostering a sense of intimacy with the production process. Community building around media is equally crucial, as seen in the creation of cult classics and fan conventions. Platforms like Tumblr and Twitter host vibrant communities where fans dissect every aspect of a film, extending its life beyond its initial release. An active social media presence and hosted fan events have also contributed a great deal to the monumental success of films like these—a testament to the power of community engagement. While dedicated fan communities can sustain giant franchises like the Star Wars Saga for decades, so to can they perpetuate the popularity of cult favorites like The Rocky Horror Picture Show with memes, midnight screenings, and VOD rereleases. In both cases, audience engagement helps elevate the property to iconic status by sustaining its relevance well beyond a release date. And of course, there’s no more obvious recent example than the global success of the Barbenheimer phenomenon. By itself, Barbie was already taking advantage of a strong social media presence across multiple platforms, with well-crafted trailers and imagery. The marketing team capitalized on buzz and leveraged user-generated content, exemplified by the “Barbie selfie generator,” which spawned millions of shareable memes. But once the internet community’s excitement about the odd double-feature pairing of Barbie and Oppenheimer (released the same day) began to self-propagate, the film’s marketers wisely leaned into the fervor with shareable memes, which led to box office sales of $1.4 billion—the highest-grossing film of 2023, the fourteenth highest of all time, and highest-grossing movie in Warner Bros. history.
How can social media contribute to collecting data and feedback in films?
Social media is one of the industry’s most consequential tools for collecting data and feedback, enabling a deeper understanding of target demographics and ever-changing audience preferences. It can influence both narrative development and promotional tactics. Platforms offer robust analytics tools to glean insights into follower statistics, aiding in customized content and promotional strategy. Trend analysis allows for real-time monitoring of audience reactions to trailers and promotional content, guiding marketing approaches and content direction. A/B testing of promotional materials online helps refine messaging and target specific audience segments more effectively. In addition, feedback from early screenings shared on social media influences final production decisions, from edits to casting choices. Take the Ryan Reynolds-led Deadpool, for example. That film got the green light in part due to the will of its fan base, having been given the studio go-ahead after test footage set the internet ablaze. Filmmakers leveraged that social media reaction to justify its irreverent and unconventional promotional strategies, which contributed greatly to Deadpool’s success. That first film earned $782.8 million against its $58 million budget—the ninth highest grossing film of 2016, the highest-grossing film in Fox’s X-Men franchise, and the highest-grossing R-rated film at the time. Game of Thrones is another property to have been touched by social media’s influence. HBO famously monitored social media reactions to early seasons, using the feedback to influence storytelling decisions and marketing strategies down the road.
For more on the use of social media in independent filmmaking, check out Media Services’ blog on the subject here.