With the disruption Netflix and Amazon have brought to the documentary industry, it is now more vital than ever to have a large, engaged audience long before production is ever finished. After vetting several industry specific options, we picked ourselves to run the campaign.
How We Did It
First, we realized that since we had funded the documentary ourselves, we wouldn’t be able to allocate enough budget to really nurture an audience on every social channel. We decided to concentrate our efforts on Instagram for a variety of reasons. It’s growing feature set meant that it was quickly gaining usage away from snapchat. Instagram has always had a reputation for being a high quality visual medium, so it seemed ideal for the rich visual content we had from the filming of the documentary. By concentrating our efforts, we’ve been able to amass a large audience (14k followers) while maintaining a 10-15% average engagement rate (depending on content type).