Facebook is everywhere. Love it, loathe it or just ignore it, it’s a part of modern life that we cannot escape. We are all connected, and its users accept the fact that through it they’re bombarded with information from all walks of life.
Of course, with that comes one of the greatest sources of advertising for the movie industry that there has ever been. You have over 700 million users, all going to one online space with the sole purpose of taking in information. When it comes to the possible number of people your advertising can touch, social media is everything you could dream of.
When it comes to marketing your movie, Facebook has one major benefit over more traditional methods; targeted advertising. With users putting up lists of all their ‘Likes’ by medium and genre, and constantly updating their statuses with their opinions of every topic under the sun, advertisers are being handed all the information they need.
How do I use this information to market?
This information allows you to use both Precise and Broad category targeting to ensure that the promotions you work on are as effective as possible. You can ensure that you are hitting the audience you want.
Whereas in traditional media you have to ensure your ads are seen by as many people as possible just so that you can be sure your target audience will be included, now you can go straight for them.
Facebook is not a magic genie that transforms marketing. Since you aren’t using traditional “Intrusion” methods, there’s no way you can guarantee that people will engage with the ad. Advertising on Facebook is periphery, and users have no need to click on them to learn more.
What you need to do to market your movie on Facebook is create a relationship with the audience. Rather than simply thrusting your product in front of them and making them pay attention, you have to build awareness of the product. While people may not pay attention to your ads, if they’re eye catching enough they will be aware of them.
What do I start?
This is when you should use the facilities available on Facebook to build on that awareness. Create a Page or a Group. Once people have the option of joining these with just one click you can draw them in further. Once you get them Sharing and Commenting, awareness of your movie spreads.
The joy of the Internet is one click content. Upload trailers. Post photos and behind the scenes news throughout the production process. Give users a reason to engage with you and continue the discussion. The key to marketing movies via Facebook is to feed the buzz. Once the relationship and awareness is established, it’s the users themselves who will keep it going.
Of course this can be a two edged sword. Just as Facebook users can spread positive buzz about your movies, they can also destroy it. You have no control over what they generate. The Internet is littered with examples of how high profile advertising campaigns have been derailed by the public turning on it.
Advertising on Facebook can potentially be a much more long term project than traditional Intrusion marketing. It requires the building of relationships and engagement with the users, and that engagement carries its own risks. But the benefits are also long-term. That engagement doesn’t simply end. That connection can remain, and can be migrated to the production company or those involved in the making of the movie. This gives a foothold for future marketing.
- License: Creative Commons image source
Donna loves the cross section of technology and entertainment. She is a social marketing manager at Edictive in Sydney Australia.