ABSTRACT
Social media – like all branding, marketing and promotional activities – is fundamentally about relationships. Social media has the potential to significantly reduce the cost of marketing, promotion and distribution while increasing film sales and rentals. Reflecting social media importance and visibility within the overall marketing and promotional strategy, social media activity must be closely aligned with other marketing channels. Of the many various types of social media activity, microblogging on platforms such as Facebook, Twitter and LinkedIn is now the most popular form of social engagement. Video represents half of all web traffic. And social media posts that include video tend to receive more views, likes, votes, comments and shares. Video marketing is dominated by two platforms: YouTube and Vimeo. While some videos, such as teasers, trailers and film clips, have their own format or structure, most successful videos on YouTube and Vimeo are structured more like episodic television than film.
