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3 ways entertainment marketers can better engage fans on social media

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This post originally appeared on MediaPost and we are pleased to be able to share it with you here!

Some of the most popular social media accounts belong to entertainment brands — celebrities, TV shows, movies, entertainment media — the list goes on. These brands have built up large, loyal followings by sharing lots of great content on social media. These brands resonate well on visually focused channels like Instagram, Tumblr and Snapchat, and on social hubs like Facebook and Twitter.

What can we learn from these successes? How can other entertainment marketers better engage fans on social media? Luckily, entertainment brands have plenty of engaging, social-ready content at their fingertips; it’s just a matter of figuring out what to share and how. If you’re working with an entertainment brand, here are three ways to more deeply engage with your fans on social media.

Provide sneak peeks for your fans

Give your followers something extra or early. Reward their loyalty by sharing content earlier on your social channels than anywhere else. Some brands post new trailers first on social channels. Others send a secret password to share new content with lucky contest winners before sharing it publicly. No matter how you decide to do it, giving your social audiences early access to new content is a great way to reward followers (and get new ones).

Sony Pictures’ Goosebumps movie recently encouraged fans to tweet to unlock a new trailer. When fans posted enough tweets to hit a volume threshold, Sony released a new full-length trailer for the movie. It was a great way to get fans excited about the film and spread the word across Twitter.

Make the most of your content exhaust

Content exhaust is anything that’s left over after a project is finished, all the extra content that’s created and discarded as you work on polishing the final product. That can be outtakes, behind the scenes stories, images from the cutting room floor, backstage video, pre-Photoshop photos, and more. What may seem mundane to those involved in a production can be extremely interesting to fans who don’t experience the entertainment business every day. Inviting your fans behind the scenes makes them feel more connected and invested in your project. And on social media, it’s completely acceptable to share less polished content, particularly on channels like Snapchat. Just because something is public doesn’t mean it has to be perfect, so don’t feel like everything you share has to have the same production values as the show or movie itself. Use the content exhaust you’re already creating to your advantage.

ABC Family does a wonderful job with Pretty Little Liars. Across the “PLL” social accounts, they’re constantly posting pictures of the cast goofing around together, attending red carpet events, even posing with signs about fans. This kind of content rewards fans for following and makes them feel included in how the show is made.


We do too! #PLL #Ezria #EzriaForever

A photo posted by Pretty Little Liars (@prettylittleliars) on

Go beyond the story on screen

Fans of a show or movie will want to go deeper into the story, beyond what can be shown on screen. Use social media to provide more information for them. You could share extended scenes, deeper dives into a back story, more information about real-life events that influence a story, interviews with writers and directors — anything that extends the story beyond the main screen. The more information you provide about a story, the more invested the audience will be in its outcome. A lot of fans will try to piece together this information on their own, so provide some help or participate in the conversation when you can.

True Detective on HBO does this very well. The show’s story is full of mystery already, and every week fans discuss possible clues and conspiracies across social media. On Instagram, the show shares images and short videos through the season to encourage this conversation. They could take further advantage of this by sharing more information from the show’s writer about the unusual real-life events and locations that inspire the storyline.



A video posted by True Detective (@truedetective) on


Want to measure the impact of your social media content? Take a look at all the analytics we offer at Union Metrics.

Written by Sarah

July 30th, 2015 at 8:12 am

How to market like the movies (without the studio budget)

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Did you miss co-founder Jenn Deering Davis’ talk at SXSW V2V last month? You’re in luck; the video is now available!

“Social media has had a dramatic impact on how we watch TV and movies. The past few years have seen big changes in how TV shows and movies are created, delivered and consumed. These forms of entertainment have been able to adapt to a rapidly changing media environment. How can you use Hollywood’s strategies to market your startup? This panel will focus on examples and lessons learned in the entertainment industry and help you apply them to your startup or small business.”

Let us know what you thought in the comments.


Written by Sarah

September 25th, 2013 at 12:07 pm

Posted in Events

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