Marketing is one of the trickiest parts of making a film. If you don’t do anything, no one is going to see it, but if you do too much, you run the risk of alienating your base or overhyping it to the extent that it might come off as a flop in comparison. Learning how to post, where to post and what to post makes your production seem professional, and you will see a return on investment if you market it properly.
Networks to Use
The best networks to use based off of their traffic levels are Facebook, Instagram and Twitter. When you are developing a project, it's a good idea to secure accounts on these platforms. You don't want to announce your project and then find out the URL or handles you wanted have already been taken by someone else.
While these three networks might be the most popular at the moment, you need to watch for upcoming networks as well. Snapchat, for instance, is a newer way to give content to younger crowds. However, these trends shift quickly, and what may be good for one project might not be as good for the next. This applies for demographics as well. Younger users tend to use fast-paced platforms like Snapchat, Tumblr and Instagram over sites like Facebook. Know who your audience is, and then research what platforms you should put time and money into.
Posting content on a regular basis ensures that your followers can keep up with how the project is going and see any important information, such as release dates and screening locations. While it is important to have a lot of content that is given to your followers, you don't want to overwhelm them. Too much content comes off as spam and may drive away your followers.
Research the times that are most effective to post content on the various social media sites for your audience, so you can make a bigger impact. You also should share your content more than once so new followers don't miss important information and don't feel like they missed any updates on how your production is going.
Going to each site to schedule posts isn’t efficient or a smart way to use your time. Instead, use an aggregation program, like Hootsuite or Agorapulse, which lets you post to several networks simultaneously and gives you access to calendars and metrics to see what's working and what isn’t.
What Content to Post
As tempting as it may be to post every single thing you’ve done on your film, you need to find the balance of what to post and, more importantly, what not to post.
The larger your project is, the more control you have to exert over what is posted. The crew may want to post what they are doing to their personal social media accounts and this can be managed. However, you should state at the beginning of the project that any social media content should be cleared with your media specialist. Or, if you're concerned about confidential information getting leaked, enforce a flat out ban on posting before a specific date.
Limiting who can post information also limits the amount of "bad" content that makes it off-set. This includes everything from plot details, to blurry or dark shots, to actors not at their best. If you have a dedicated social media specialist on set, providing him or her with good equipment is a must. While a DSLR might be more "professional," your followers may feel like it's less authentic or special because it seems staged. A smartphone that can focus and take good pictures in low lighting, such as the LG G5, strikes a good balance between what seems posed and what gives a good impression of the project.