Movie Marketing Through Social Media: Facebook

by iGEMS Team 02/24/2021

When it comes to releasing your independent movie, without the support of a distributor, there are a myriad of ways to drive sales. It all comes down to marketing, and to some extent, balancing your time and budget.

For the purposes of this exploration, we are focusing on TVOD and self distribution. You really have 3 legitimate avenues to consider:

  1. You can upload to Amazon Direct (unless you are a documentary). They have between 12-18,000 movie titles (depending on who you ask).
  2. You can pay an Aggregator a fee to ingest into iTunes. They have over 65,000 movies on the platform.
  3. You can create your own Vimeo account, and host on your own website.

Regardless of which path you choose, you will need to develop a marketing strategy to find your audience and drive them to your title. Assuming you don't have studio level marketing budgets, you will want to leverage the power of social media for the most cost effective approach.

Love em or hate em, Facebook offers the best bang for your buck. There are user friendly tools to support your efforts, with the FB ads manager. You can trigger your campaign with as little as $1.00 a day, if you want to get charged by impressions. To get charged by views and clicks, the minimum is set at $5.00 per day.

Studios and indies both have success with these ads, whether they are images or video. And just because you don't have their budgets, does not mean you can't model them. Here are a few sample ads:

“Some likely paid to turn those videos into ads to get more views. And considering average ad revenue per user in the US shot up 50% this year, the video ad strategy is working,” says TechCrunch.

This is a specific tutorial on how to build an audience for your movie on FB, and here is a pdf that best practices, and what they believe are the 3 keys to success. One more example here, on FB Look Alike audiences. And finally, here is another FB produced intro on how to promote films there.

Once you have a handle on the type of ad, and have gone through some examples of what has worked in the past, here is a guide on how to actually implement the campaign on Facebook.

If you want to watch free videos from a FB ad guru, Jon Loomer has you covered.

Case Studies
Rather than reinventing the wheel, see what has worked in the past. And be sure to put your best foot forward with the 2 most important pieces of your marketing campaign: (1) Your Trailer and (2) Your Poster (and thumbnail).

Here are a few case studies as examples:

Angel has Fallen

Adele and Everything After


These are just a few examples, but they demonstrate proof of success. Yes, the pandemic has turned the traditional movie industry upside down; but with a creative marketing campaign, you can drive online audiences to your movie.

My partner at Film Festival Mastery, Justin Giddings, and I are currently in beta on a Movie Marketing Mastery course to help support this cause. You can make a great movie, have a strong festival run and get your movie onto streaming platforms. From that point on, marketing is the key to sales; and FB is a key driver.

Read More