use of social media in advertising

Exploring use of Social Media in film advertising 

The Film industry is a global commercial activity concerned with the production and distribution of films.  Films are divided into different categories according to genre, actors, production companies, production values and certification.

 The two main production contexts are studio films with big budgets for example Captain Marvel and independent films, often with smaller budgets and conveying a social message, such as parasite and Bait.

Studio films are usually distributed by the studios that make them. They are often multinational media conglomerates and through vertical integration they are able to produce, promote, distribute and market the film. Following the rise of the internet and digital media platforms, Social media marketing has become a powerful tool in promoting film. It has revolutionised the way films are promoted and consumed and has become an essential marketing tool.

Social Media platforms include, YouTube, Instagram and Meta they’re easily accessible using a smartphone device, placing the product in the spot light and increasing consumption. This type of advertising allows film companies to create a two-way discussion with its targeted customers, enabling users to connect and interact more frequently than traditional media. The film industry relies on its marketing strategies to inform its audience of a new product with consumers’ influenced by what they’ve heard or what people have written about a movie.  Through social media platforms, users can become content creators. However, discussions on social media can be positive and negative and have an impact on the success of a film. Online word-of-mouth is an essential part of consumer brand recognition leading to an increase in purchasing power.  Social media allows the film makers to target specific audiences, increasing appeal and creating momentum which ultimately leads to better marketing outcomes and increased profits. 

 

An advantage of using social media is that it's significantly cheaper than traditional advertising. Once an advert is produced, it can be posted online for free as opposed to paying for costly traditional media placement.  Film companies may still choose to pay for traditional advertising along side social media. Social media marketing has an ability to reach a broader audience than traditional media, where companies would need to consider where to place advertising in the hope of reaching its target audiences. Additionally, by putting an advert on social media, you can then see the comments from the fans. These comments can help guide you to make improvements in future projects or as a guide to see the overall reaction to your product. Fans can also interact with hashtags. Hashtags allow producers to quickly sort through opinions or groups and genres.