“Birds of a feather flock together.”
So they say.
This cliché is as true today as it may have been a thousand years ago.
Online or offline, people with similar interests converge, seeking to validate and promote their interests.
For creators and storytellers, online groups, forums, and websites on filmmaking are natural watering holes.
Thus, when it is time to push out projects, the first set of people they notify are those in their communities.
Nothing wrong with that.
However, the ultimate audience for any film is the public.
In times past, the sole vehicle for this journey was the traditional media (i.e. Television, Radio, and Print). They were the kings and queens of film promotions and marketing.
But now, the landscape is shifting.
A new Sheriff is in town. Embedded in every corner you turn. Living in our homes, riding with us 24/7.
Ogling eyeballs, whispering in our ears and hearts via smartphones, laptops, and other devices.
The new Sheriffs are the Bloggers and Influencers.
Bloggers and influencers are no longer niche figures in the media and marketing landscape.
They have transformed into indispensable actors, redefining how brands connect with audiences.
In this article, we explore a crucial aspect of contemporary filmmaking: the role of influencers and bloggers in film promotions and marketing.
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Before we proceed, let us explore how these two worlds of traditional and online media intersect. Plus how filmmakers can leverage them for success.
Traditional Press and Film Critics
Through the decades, the traditional press and film critics have been at the forefront of movie promotions, marketing, and publicity.
With reviews, criticisms, and articles, many have shaped audience expectations. At the same time driving box office results. The reasons for such an impact on the filmmaking landscape are not far-fetched.
Credibility: Established media outlets and renowned critics bring years of expertise to the subject, lending credibility to their opinions.
Reach: Television, radio, and print media still sway, especially for older demographics.
The Rise of Influencers and Bloggers
The digital revolution redefined the world of marketing and advertising. Influencers and bloggers, equipped with loyal audiences and direct engagement, are reshaping how we market movies.
In consideration of their reach and growing impact on audiences, advertisers across sectors of the economy now engage with them.
Why work with Bloggers and Influencers in film marketing?
Gone are the days when the traditional press and film critics were the sole gatekeepers of movie buzz.
Today, Influencers and Bloggers play a transformative role in shaping public perception and driving audience engagement.
This is because, across the many video-sharing platforms, websites, and social media channels, you will find Bloggers and Influencers with followers/subscribers in the millions.
On YouTube, for instance, while international media outlets like BBC, CNN, and Aljazeera have less than 20 million subscriber base each (at the time of this writing), there are individual YouTubers like Mr. Beast with over 316 million subscribers.
The capacity to reach millions is no longer the preserve of large corporations or governments. Creating public awareness is no more a question of deep pockets alone, but of content that resonates.
Bloggers and Influencers in Nigeria
In Nigeria, there is no shortage of Influencers or Bloggers across the spectrum.
We have content creators whose forte is drama and skit-making. Some focus on fashion, beauty, skincare, cuisine, law, sports, entertainment, gossip, etc.
Hence, today many movies in Nollywood and across the world, start their promotional campaign online.
Tagging, friends plus connections of cast and crew. Leveraging the vast audience reach of Bloggers, and Influencers to draw attention.
How Influencers and Bloggers Can Help Filmmakers
There are many ways you can leverage the strength of Bloggers and Influencers to promote your films.
Pre-Release Buzz: Bloggers and influencers can share teasers, trailers, and behind-the-scenes content to generate anticipation.
Engaging Reviews: Their reviews or reactions can resonate deeply with their followers, driving ticket sales or streaming numbers.
Social Media Campaigns: Influencers may craft creative campaigns, such as themed challenges or watch parties, to amplify awareness.
Tips for Connecting with the Press, Influencers, and Bloggers
Here are a few tips to consider, if you wish to connect with influencers, bloggers and members of the press.
Craft a Media Kit: Include a synopsis, cast and crew bios, high-quality images, and trailers to make it easy for the press and influencers to cover your film.
Engage Early: Start cultivating relationships with bloggers, influencers, and journalists during pre-production.
Offer Exclusive Content: Share behind-the-scenes footage, interviews, or premiere invitations to incentivize their support.
Leverage Social Media: Platforms like LinkedIn, Twitter, and Instagram are great places to network with potential collaborators.
Personalize Your Approach: Tailor your pitch to align with the interests and style of each influencer or journalist.
Birds of a feather
While Bloggers and Influencers can play a significant role in giving mileage to your promotion efforts, there is a lot you can do on a personal note.
As an independent filmmaker, you need to connect with other ‘birds and fly as a flock.’ By doing so you fly higher and cover more ground.
Subscribe to filmmaking websites. Register on forums and comment on relevant posts. Network online and offline.
The compounding effect of the comments from, articles, re-shares, or word-of-mouth promotions from other filmmakers about your film can give your promotional campaigns further oxygen.
However, remember that influencers and bloggers are the new kings and queens in the world of digital marketing. Leveraging their reach is vital.
Some have subscribers in millions. Others count by hundreds or thousands.
Nonetheless, do not underestimate the power of any platform. A small blog with a targeted audience may offer more mileage than a platform with millions of diverse subscribers.
Conclusion
In the current digital landscape, balancing the traditional press with the dynamic power of influencers and bloggers is critical for filmmakers who want to break through the din and grab public attention.
Both avenues bring unique strengths to film promotions, and leveraging them can make the difference between obscurity and success.
Thank you for reading this edition of the Wakacast Filmmaker Newsletter!
We would love to hear about your experiences with influencers, bloggers, or traditional media in your film promotions.
Please forward this newsletter to your friends and colleagues. Let us grow this community together! Happy filmmaking.
PS:
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