How to plan a social media content strategy for your film...

I work predominantly on independent and documentary releases and impact campaigns - often with a small marketing budget.

But the below are fundamental things to consider regardless of the scale of your project!

And of you're a low budget filmmaker having to do a lot by yourself, I definitely recommend the below as a solid approach 👍

Here's how I plan out a social media content strategy for film releases:

➡️ Figure out who the audience is:

--> Build a detailed profile for each

--> Identify where they are: platforms, communities, common interests, online and offline spaces

--> What other films have similar audiences - check out their campaigns

--> Look at what audiences respond to and identify with across similar movies

➡️ Map out the key themes and messages

--> What are the most important elements of the film's story to focus on

--> Looking at my audience, what's the best way to communicate those elements

--> How do I use what I have available (stills, video, BTS content, etc) to deliver the two points above

--> What do I need to add / create in terms of original content / commissioned additional content

➡️ Pick the best platforms and "influencers"

--> Being realistic with budget, time, and with a focus on quality, I choose the right social channels for distribution - less is more!

--> Identify the key people / communities / organisations and creators who can support you authentically and provide a bridge to their networks

--> Develop the right kit to help them help me - clear, detailed briefs, discussion guides, assets, fun stuff

--> Always think collaboratively: How can they be involved and engaged, not just a mouthpiece

➡️ Set the goals

--> What does success look like? Be ambitious but realistic.

--> How will I measure it and demonstrate it?

--> Break it into smaller milestones and keep your team informed and motivated

--> It's social media, don't cry if you don't hit a target, social is fickle - just readjust and keep going!

➡️ The Content Mix

--> Different content has different functions and goals - be clear on each

--> Tailor per platform - what works on Insta might not work on FB, plan accordingly and mix it up

--> Observe and adjust constantly - your audience will tell you what they like, listen and respond accordingly

--> Video and carousels perform best - but remember, it's only as good as the quality of the content and if its been optimised to work for each platform!

➡️ Listen and engage

--> Your content is only half the story, get in the chat, engage with people, listen to what your audience is enjoying or responding to

--> Get involved in discussions in the relevant communities and engage authentically

--> Be an engaged fan who cares and understands your audience, not just a bullhorn barking at followers

--> Pumping and dumping content is not a strategy!

What would you add? 👇