Social media is a vital part of engaging film audiences as it allows for production companies and films to build connections by directly engaging with their fans. This further contributes to the excitement and trust shown in production companies' future projects by making the audience feel like they are a significant part of the process. With a smart strategy, social media can promote word of mouth and interactivity that will vastly increase the awareness and visibility of a film. Therefore, an increasing number of production companies and films are seen to use social media to build an audience.
In the case of A24, the independent entertainment company, many are fascinated by the marketing approach it uses. The company does not promote its films in the same way other distribution companies do; according to The New York Times, A24 spends over 95% of its marketing budget online and uses social media as the foundation of its campaigns. This can be seen as increasingly appropriate due to the rise of social media and how reliant people are on it.
The ways in which A24 reinvented movie marketing can be seen in its presence on Facebook, Instagram, Tumblr, and Pinterest to promote conversations about its films. The brand is able to publish content that is perfectly crafted for each platform it uses, which can be seen in the marketing campaign for 'The Witch' (2015) - A24's horror film.
The company began to promote the film by launching individual social media accounts for Twitter, Facebook, Snapchat and Instagram. However, A24 creating a Twitter account for a pet goat, Black Phillip - who made an appearance in the movie, is what truly sparked conversation and increased interactivity. Black Phillip's social presence and the tone of the Twitter feed proved to be a hit with online publications - bringing the company and film even more awareness. The tweets particularly stood out due to being published from the goat's point of view and mirroring the internet's meme culture.
Therefore, these guerrilla marketing tactics get A24's movies talked about and get further spread by the company's posts being shared on social media, which allows it to not have to spend as much money on advertising.
Overall, it is important for me to create eye-catching and highly shareable social media content. A huge part of my short film's distribution process will be marketing it to the right audience, on the right communication channel to ensure that the film will be a success. I believe that by doing this on Instagram, I will be able to reach a greater audience and benefit from how highly visual the platform is. To add, Instagram is an extremely popular platform for those within my target audience, which involves teenagers and young adults. With a high engagement rate and ability to connect with followers, I will be able to introduce my short film to new audiences and further engage existing ones.
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