- Tips to Making Money on Your Films like Hollywood
Aishat lawal (actress)
Over the past few weeks I’ve had a number of conversations with people involved in film & TV marketing about how best to use social media to virtually promote movies and TV series online.
There are a few things unique about marketing films and TV shows. Timing is incredibly important – you must build up as much hype in the short space of time leading up to and around the launch as possible. Another unique factor is that films and TV shows, by their very nature, are content gold mines – a huge privilege when it comes to crafting a powerful content marketing strategy for an upcoming film or TV show launch.
Unfortunately, movie marketing is not a science, but there are a lot of lessons we can learn from those who have successfully (or unsuccessfully) marketed films & shows before us. Below are some strategies, tactics, case studies & ideas for creating an exceptional online marketing campaign for your next movie or TV series.
#1 Pre-Roll Video Advertising
Pre-roll video ads are an incredibly effective tool for drumming up interest and seeding your trailer online. They’re relatively inexpensive, and you aren’t charged if the viewer clicks ‘skip’ within the first five seconds. Using a service like TubeMogul you can easily have your trailer appearing before related videos on YouTube, as well as sites like IMDB, 4oD, Vimeo, and many other sites. The important thing to remember with pre-roll advertising is to give the viewer a call to action i.e. something to do right now. This could be visiting the movie’s Facebook Page and engaging in a social game about the film, or entering a competition to win premier tickets, or perhaps just going through to the movie’s official website to watch the full-length trailer. Of course, the more interesting you can make it for the viewer the better.
#2 Be Smart With Press Junkets
Press Junkets are one of the movie industry’s most powerful publicity tactics. Essentially, these events fly as many key journalists, critics, and reporters to a location where, over the course of a few days, the press can conduct interviews with all of the main actors and directors from the film.
Be smart with who you invite to your press junket. Don’t limit yourself to journalists – they’re not the only people who can create buzz around your film. While the main journalists and critics will be key, you may also want to experiment with inviting influential bloggers and fans to the event. One tactic may be to run a ‘mini press junket’ in all of the major cities that you’re planning to launch in. This will open up huge potential to run a social media competition for a number of fans in each city to attend their local press event and meet the cast.
#3 Do Something Remarkable – The Publicity Stunt
Seth Godin, one of the brightest minds in the marketing world, summed it up perfectly when he said “by definition, remarkable things get remarked upon”. I am a strong believer that word of mouth is the most powerful form of marketing. If you want to leverage viral marketing of any sorts, you must begin by doing something worth talking about.
When Game of Thrones marketed their latest series in the UK, they erected a bus-sized dragon’s head, appearing to have been washed up on a Dorset beach. You can work with a very good costumier to come up with a wow costumer that will go
#4 Go to Town with Your Video Marketing
We seldom buy things that we have not seen or tested in some capacity, which is why trailers are absolutely essential to marketing films & TV series. In my experience, though, just ‘having’ a trailer is not enough. It must have a great seeding strategy, and be ultra shareable to produce great results. I’d advise that the lower your marketing budget, the more effort you put into the latter part.
For content to spread at a compound rate i.e. ‘go viral’, it must push the audience to experience an emotional extreme. This can be through humour, fear, sadness, enlightenment, anger, lust, or any other strong emotional trigger. Think about any video, meme, or infographic you know that went incredibly viral – what emotion did it heighten? If you can create your trailer in a way that genuinely alters the viewer’s emotional state, you’re onto a winner. That reminds me of my movie AFAILA OJO TRAILER produced by Adekaz film production
When you have a great video trailer, you need a seeding strategy. I recommend initially uploading your video onto your film’s landing page using something like Wistia.com. This will encourage people to share the URL of the film website, and YouTube, for example. A and, this gives you more control over the visual experience, while also raising awareness of your social competitions or other things you may want to promote on your official website. After a week or two, promoting it further through pre-roll ads, YouTube playlists, AdWords etc.
#5 Create a visually compelling & functional
Despite being exceptionally well designed from a graphics perspective, most film landing pages tend to lack in functionality. Typically, film landing pages contain a countdown to the film’s premiere and a full-screen graphic from the film’s artwork. If you’re lucky, the film trailer may be embedded on there.
As mentioned before, I recommend initially seeding your video trailer via your official website, because you have the opportunity to make it visually exciting, while encouraging people to engage further with your social apps, competitions, virtual games, and other digital marketing initiatives. If you’re not sure how to get a site up and running, I’d recommend reading our web hosting guide here, which explains how to get a website up and running for as little as $2.95.
#6 Make your Face book Page Interactive
When you visit the Breaking Bad, Hunger Games, or World War Z Facebook Page, you’re presented with a huge variety of games, contests, and fun apps to use. On top of this, the updates are frequent and very engaging.
I could write a whole series of articles on Facebook Page marketing in itself, but I want to touch on three key areas: design, apps, and timeline marketing.
First of all, when it comes to designing your Facebook Page, make it visually compelling. So many films and TV show Facebook Pages don’t make use of the huge amount of space that Facebook offer your to brand your page and drive engagement. I’m a big fan of using the cover image in creative ways to attract attention to the app section of a page. Get creative with your design, but keep everything above the fold bold and inline with the film branding. When done well, it looks incredible.
In my opinion, Facebook Apps are what typically make or break a Facebook Page’s ability to prove significant ROI or not. Social apps are extremely powerful at driving engagement, as they can be hooked directly into the open graph to get users sharing and inviting their friends to the film’s page.
While I would advise developing a custom made app, If you’re on a budget there are plenty of affordable services out there, such as Heyo and WooBox, which enable you to run social contests on your Facebook Page for very little.
Finally, when it comes to posting timeline updates, keep it visual, balanced, and engaging. Photos and videos typically generate the most engagement on Facebook, so be sure to incorporate this into your strategy, while balancing the type of content you post. In terms of frequency, I usually find that two posts per day works well on Facebook. If you’re struggling for time to keep posting updates, you can use a scheduling tool like Buffer or Hoot suite to manage this.
#7 Using Niche Social Networks – Vine, Instagram, Pinterest
While Facebook, YouTube, and Twitter will almost certainly be at the centre of your social media strategy, that doesn’t mean you should avoid the smaller platforms, such as Vine, Instagram, or Pinterest.
There have been some fantastically creative films marketing campaigns done using platforms like Vine. The trick is to understand these platforms and create a content strategy that fits the audience who use them. For example, Sundance Film Festival use Pinterest to highlight the best independent films. While they may only have 4,497 followers, many of these followers actively share Sundance’s pins on their own wall – enabling them to spread viral.
Similarly, Instagram is a photo-filtered image sharing platform. The Great Gatsby movie cleverly used Instagram filters to make photographs of the film, actors, and events have an old look, resonating both with the ‘Instagram style’ and the old theme of the movie.
· WHEN YOU DO YOUR MARKETING IN THIS WAYS, PROFIT IS FOR YOUR FILM.
· THE CINEMAS WILL WANT YOUR FILM BEFORE YOU ARE READY TO PREMIERE IT.
THANK TO venture Harbour for the 17 tips for marketing films and tv show online GO SITE