Analysis of how social media can serve as a marketing tool.

1. Social Media
Codes & Conventions
By Adam Kalabiska
A Level Media Studies

2. Overview
In a world increasingly reliant on technology, it was only a natural course of action for a large portion
of the marketing/advertising campaigns to transition to an online space. It offers a wider, much more
flexible and adaptable approach to selling a product, whether that be a film or tv show. Overall, it
serves as a landscape allowing for significantly more experimentation, which is more often than not
an absolute necessity due to the unpredictable nature of online/digital platforms. There is constantly
something else fighting for your attention, distractions are inevitable and result in a mixed experience.
Such is the nature of the online world, a world that is slowly merging with our own.
Nowadays, there is truly a wide spectrum of different options when it comes to the distribution of
information. Their roles in our lives have become so immense that we often structure our daily
routines and schedules around them, sacrificing human interaction in the process, as they have
infected our social consciousness on such a deep level. We have become oblivious to it in a way,
mindlessly consuming information and media, conveniently being delivered to us from all sides.
Advertising campaigns take advantage of this very aspect, commonly using pre-existing collected
data to identify the most effective techniques and methods. You must keep in mind that the film’s
success, atleast in financial terms, depends heavily on this and it is therefore essential for the it to
stand out of the crowd, which is becoming increasingly difficult.

3. Social Media
There are multiple existing options which allow for effective and direct engagement with potential
audiences. Majority of them are designed on a profile based structure, meaning that all information,
no matter the form or size, is posted under a single profile, usually accompanied by an appropriate
hashtag. This efficiently unifies all the promotional material being distributed. It additionally must be
mentioned that, alongside core marketing components used to sell the film, extra products known
most commonly as merch items may also be found on these social media profiles.
Examples of social media include:
• Instagram
• YouTube
• Twitter
• Facebook
• LinkedIn

4. Instagram
Most film advertising profiles
include:
- Posters
- Positive critical reviews
- Award nominations
- Behind the scenes footage
- Stills from the film
An excellent example of an interactive
platform, presenting the user with a wide
array of different options by which they
can share and expand their influence.

5. Dark (2017 – 2020)
Creative usage of the format.

6. YouTube

7. acebook

8. Twitter

9. Website
(example)