Social Media: Purposes and Uses

Social Media: Purposes and Uses ♡

difference between how social media is used by individuals vs businesses

- Individuals tend to use social media for self promotion - post pictures of themselves and their experiences, and gain a following and attention from it

- industries and creative professionals use social media in order to promote their products and services instead of themselves

- crossover has been created between the two, with individuals becoming ‘influencers’ and almost becoming a brand themselves due to the high levels of attention and interactions they get, and so industries end up promoting their products through them.

Case Study - Avengers Endgame (Anthony and Joe Russo, 2019)

Part of a wider Marvel franchise, bringing together a number of characters from previous films, such as Iron Man and Captain America 

Box Office

- grossed over $2.7 billion worldwide

- is the highest-grossing film of 2019, as well as the second-highest of all time

Why was it so successful?

- There were 20 films before hand - fans from the individual films (Captain America, Iron man etc) coming together to see the final climax with everyone in it

Marvel’s Avengers endgame marketing

- Marketing Budget - $200 million

- Collective social following - 50 million< on instagram

- Partner Brands - #Coke #Google #McDonalds

- Return generated - $1.2 billion

A multi channel approach

- With 32.5 million followers on instagram, marvel has a well established platform to publish content on

- have catered their marketing materials specifically to individual channels, for example, using condensed snippets of their trailers on Instagram with a link to the full trailer on YouTube 

- Marvel has also stayed consistent with the #AvengersEndgame hashtag being used on Twitter, Instagram and Facebook

- Many poster designs for the movie can be seen on Marvel’s Instagram, Twitter and Facebook - on social media to engage fans and visually showcase the actors/characters in the films

Avengers endgame, youtube trailer 

- autoplay, forces you to watch more related videos

- links to share, links to other marvel sites on channel

- 123 million views (before film released)

- around 300,000 comments - prosumers

- the trailer focus on anticipation, shows very little story and action sequences - encourages audiences to speculate how it will turn out

- leads to masses of people producing speculative content for sites like youtube, indirectly marketing the film from a user generation point of view 

- uses and grats, social interaction, fan theories, PROSUMERS

trailer first shown at superbowl

- simulcasting: simultaneously broadcasting live on traditional device, such as TV, or digital, such as smart phone 

- attracts mass audience of viewers who aren't already loyal fans of avengers

easter eggs and leaks - social interation