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Marketing teams abandoning Tradition

Marketing teams have been turning to social media in order to advertise their films. Sparking conversations on social media by creating shareable content is a cheaper method of spreading information and hype for a movie.

Deadpool was not a household name before marketers turned to social media by using a tool known as Viral marketing. Two weeks before its release “Deadpool” regularly had around 10,000 to 20,000 tweets.

“It’s intelligent because some of the ways I’ve heard of it is through social media.   It seems to be effective to add in both social media and the traditional advertising methods,” says Pauline S. who had heard nothing of Deadpool until seeing it from her friends posts.

This isn’t an entirely new idea. The Hungers Games marketing team at Lionsgate built their campaign on fan-based communication over social media. They tapped into various social platforms differently, since each platform was unique. For example, the team launched a site called www.thecapitol.pn that allowed fans to register for a district from the movie. This gave the fans an active role.

The 2008 US Presidential campaign was very involved on social networking sites. Barack Obama used social media to raise awareness of his campaign.

YouTube is a popular spot for movie companies to advertise their films due to the amount of visitors YouTube receives. While payments are made for the initial spark, the fire is ignited by the social media users.

Businesses can create free fan pages on Facebook in order for people to gain a free and fast method of gaining new information on products or other aspects of the business.

Businesses like Starbucks Coffee (@Starbucks) have a Twitter account which makes it easier to constantly stream information to costumers and build a sense of closeness. This method is free and seems less sketchy than a TV commercial. Businesses like Staples  uses a YouTube page to make funny office skit videos without having to pay for television time slots.

While social media advertising only started a little over a decade ago, it’s expected to generate $11 billion in revenue by 2017. Not only is it becoming more interactive for the users, the marketers are gaining better advertising methods from the recorded user data.

While the site algorithms and marketing strategies set to target users are changing in a variety of unpredictable ways, it’s clear the key for ads in the future lies in interactive, shareable content.

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