CW Social Media: Purposes and Uses

Whats the difference between how social media is used by normal individuals and how its used by industries and creative professionals? 

Individuals use social media as a source of potential interaction with their followers and as an influencer / brand. People listen to what they have to say and value their opinions and therefore they become a brand in their own right. 

Industries use social media as a form of promotion and direct interaction with customers. 

Social media influencers might promote a film they are in for example which relates to the company as well as.

News distribution for example the election going on in USA. 

Use to collaborate and elevate their branding 

You can promote your influences and opinions across multiple platforms. 

Cross promotion - A youtuber called professor broman is an influencer who streams mainly but also cross promotes by advertising his drink company for coffee. 

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. 

It has grossed over 2.7 billion worldwide surpassing Infinity War's entire theatrical run in just eleven days and setting numerous highest - grossing film and box office records. It is also the highest grossing films of 2019 as well as the highest of all time as of now. 

Endgame is the highest grossing superhero film of all time and highest grossing based off a comic film. Highest grossing from Walt Disney studios.  Worldwide, in the United States and Canada. 

Social media has been talking about it for ages, the actors in the film have been promoting the films. 

Advertising and marketing campaigns would have been showed from the main social media pages. 

Viewers can interact on social media, comment, like it etc. 

Uses and gratifications theory ( people want to advertise and people want our money) 

A multi channel approach: 

Promoting 2 social medias at once by using twitter short clips to link to youtube. 

With 32.5 million followers on Instagram marvel has a well established platform to publish content on. 

They have catered their content across 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 also stayed consistent with the #AvengersEndgame hashtag being used on Twitter, Instagram and Facebook. 

Franchises using private screenings and the #Dontspoilit to make people want to watch the film. 

Many iterations of poster designs for the movie can be seen on Marvel's Instagram, twitter and Facebook too. The stylish poster designs work perfectly on social media to engage fans and visually showcase the actors / characters in the films. 

Directors also have social medias to promote on as well. 

To capitalise on the audiences bereavement, marvel has produced a series of images for social media juxtaposing the characters who survived with the ones who were snapped out of existence. 

A very simple idea but one that builds up anticipation as to whether the dusted characters will return or not and drives huge engagement. 

Pinterest 

1) The social media channel for Pinterest is online browsers which you can sign into to interact with others through a feed. It gives access to interact with others through pictures and interesting facts etc. 

2) They distribute their content through recommending content based on what you tell the website you like and appeals to you. 

3) Its lesser known as there isn't specifically a wide range of things you can do its pretty much just looking at pictures however its just as important as its a form of social media which you can still use to interact find pictures and memes for example and have fun with. 

4) Marvel Studios have an official Pinterest social media page of which they mainly use it to promote fan images and advertise their merchandise. They also present a lot of exclusive content such as comic strips. However this content is not unique to Pinterest as on Instagram which is one of the most popular social medias they advertise and promote the exact same content. This is likely due to the mass target audience they want to attract on social media. 

Tumblr 

1) Tumblr is a social media page which is predominantly meant for blogging and posting opinions similar to twitter, however nowadays its used for memes and funny images.

2) The main way that content is distributed on Tumblr is through memes and posts which allow people to interact like comment and give their opinion on the meme / conversation similar to twitter almost. 

3) The reason it is lesser known is likely due to its competition being twitter which is much more well known. Tumblr lack a better format for its social media as its very filled up and not clear about what you can do on the page. 

4) The advertising form for Endgame on Tumblr is pretty much only memes, they are used to give awareness to the movie and social media page. 

Vimeo

1) The social media channel for Vimeo Is essentially the promotion of videos.

2) Audiences are able to distribute content on the page by subscribing to one of Videos plans which allows them different perks similar to a patron or Kickstarter However compared to youtube this is barbaric to do as you can do the same thing on youtube for free and even upload videos.

3) Its likely lesser known due to its similarities to Youtube however being behind a complete paywall. This social media type can never work due to Youtube being completely free to post watch and upload video as well as the potential to make money from your videos, compared to Vimeo where you can't even upload without paying. 

4) Marvel doesn't have a social media page for Vimeo, the only thing on Vimeo is re uploads of trailers and breakdowns of trailers.