Instagram Marketing Strategy

Establishing an Instagram Marketing strategy will help you reach your goals.
By producing content consistently, your will improve your online visibility.

THE CLAN FILMS

An international film and TV sales company in Scotland, United Kingdom.

Skills used in the project

Instagram Marketing Strategy | Digital Marketing | Content Strategy | Instagram

The project

Provide an Instagram Marketing Strategy and create different examples of Instagram posts.

Due to Covid -19, movie shoots have been delayed. The company currently does not have enough content it can use but required a framework to start preparing its Instagram strategy.

Client goals

Create appealing content on Instagram to show what their movies are about and to attract movie producers.

My work process

Brainstorm

1. Have a better understanding of the cinema industry and what the company is about.

2. Understand the company’s marketing needs.

3. Find out the target audience they want to reach. (The general public, movie distributors, etc) to better adapt the strategy.

Strategy & Analysis

Analyze the competitors to see how the film industry is using social media to provide tips and strategies to stand out and/or use the same codes of the industry.

My Work

I. Create an Instagram framework.

II. Create examples of Instagram posts.

I created a 2 steps recommendation for the company to have an idea of the Instagram scope of work with:

I. Instagram Marketing Strategy

1

Create a marketing strategy

Define goals, target audience, type of content your audience wants to see, etc…

2


Create a content calendar

Create et/or gather all information needed for the posts in advance.

→ Write a compelling caption or description of the post in advance
– Add emoticons in the posts to make the content more enjoyable to read.

– Ask questions in your posts or stories to push viewers to interact.

→ Create et/or collect visuals
(photo, video, or carousel) and links + Edit visuals
Trying to stay with a similar esthetic and color palette gives a consistent look and you get recognized as a brand.

→  Curate the presentation style in advance
(if you want to post a still photo, a carousel, video, and/or an IG story that will show your content for 24hours, REEL).

→ Add location  (city, a specific place, etc.).

→ Add who to tag (mention people, companies that are in the photo or video).

→ Create a list of hashtags with keywords related to your industry to be more discoverable online.

→ Post on several platforms to reach a vast audience and target different age groups (Facebook, Linkedin, Tik Tok, etc).

→ Include social share for some posts (ex: sharing the post on Facebook or else).

→ Go live on Instagram stories: Add hashtags + locations before the event to announce it and during the Ig (Instagram) live as well.
It does not matter if you don’t have a lot of followers, it will allow you to give a glimpse of who you are and connect directly with your audience.

Planning your post in advance will allow you to gain time and post frequently.
You can use a paid app to post automatically on different platforms.

3


Define the frequency of the posts

Producing between 1-2 posts a week to start would be great but the number of posts will vary depending on the month
if there is a need to boost a special event or on certain holidays.

4


Schedule posts at a strategic day and time

Post more when your audience is active to improve your chance of being seen or depending on the country you are in.

5


Engage with your followers

It is essential to have someone in charge to answer questions or reply to comments. And, if you as the owner of the business can engage directly with your followers, it will create a better connection with your audience, increases engagement, and shows that you and your business care.

II. Examples of Instagram posts

Posting different visual content will allow you to see what your audience prefers.

There are different types of visuals you can use: a carousel, a video including Reel and live, a meme, and a photo.

For confidential reasons, I can’t feature some information or visuals as the movie is in production.

→ Instagram carousel

A carousel is a succession of photos and/or videos that can be viewed by swiping. The goal is to build intrigue and make the viewer want to see more.

Depending on the status of the movie production and for confidentiality reasons, you will need to choose which information can be released on your posts. (ex: the cast, the exact location, etc…).

My idea here was to create a carousel to introduce the movie and build the plot of the story:

1. Movie poster

Use a photo taken by a professional or use this one and add some actor featured in the movie.

2. Synopsis of the movie

Write in a few lines what the movie is about to catch the viewer’s attention. Use a photo/video of the main scenes.

3. Sense of place

Give details on where the movie takes place and the historic time.

4. Plot of the movie

Give a glimpse of the story.

5. Photos of the cast

For confidentiality reasons, I can’t feature the rest of the cast.

6. Important information

Share movie date release, event related to the launch, etc.

*Keep the same format for all the photos, it will give a consistent look.
* Make make sure you have the right to use all photos and videos.

→ Instagram video

Video formats have become more popular and more appreciated by viewers.

You can post a video, a Reel (a 15-second, multi-clip video that can have sound, effects, and/or music added to them), or an Ig live.
You can also post on your story but the content will only be available for 24 hours.

I created a few content ideas for The Clan films to start with:

Video content idea 1

Post short pieces of the trailer before the release of the movie or short pieces of different scenes.

Video content idea 2

Post events related to the movie before its release to build the buzz.

Video content idea 3

Post a collage of several movie scenes + a strong quote from the script to build the plot.

→ Instagram meme

A meme is a humorous image, video, or piece of text that is copied and where you can add variations.

You can post a meme of an important scene or catch the line. I added an example below to illustrate the idea.

→ Instagram photo

Photos have been less popular but as trends come and go, a photo could still be powerful and speak to the audience in a different way.

Photo content idea 1

Post photos of the film, the cast, etc taken by a professional photographer.

Photo content idea 2

Post behind the scenes with you, the crew, and the cast. It helps the audience to connect emotionally, it shows a fun side and the social culture of your company. 

WHAT TO POST

EDUCATE

  • Talk about the specifics of what you do.
  • Post something new and fresh that people haven’t seen.
  • Create how-to videos.
  • Post infographics.
  • Post content on recent Industry News.

ENTERTAIN

  • Start a challenge.
  • Leverage social media trends when it’s related to your industry.
  • Post Instagram versus Reality.
  • Share behind-the-scenes.
  • Collaborate with someone who can complement what you do or in a similar industry. 

INSPIRE

  • Tell your story.
  • Share a client story.
  • Share a client’s results.
  • Share the struggles you have overcome and experiences, it’s hard for other people to replicate that.

CONVERT

  • Share a Before & After
  • Pack an Order
  • Share Reviews
  • Do a Product/Service Demo
  • Offer a limited discount code

Bonus Tips on What to Post

Customize your content in regards to your audience preferences

Do they prefer videos versus photos? Are they more responsive to a certain aesthetic or design?

Go live on Instagram stories

It does not matter if you don’t have a lot of followers, it will allow you to give a glimpse of who you are and connect directly with your audience. (Add hashtags + locations before the event to announce it and during the Ig live).

Find collaborations to grow your visibility on Instagram


Make sure that the brands or companies you are collaborating with are active on social media and a plus would be to share similar values.

Monitor new social media trends

New Tools like TikTok for example have been very popular but before jumping on the bandwagon, think if your audience is on it.

Try to edit your photos and videos the same way

Having a similar color palette is more appealing and your brand will get recognized faster.

Organize your Instagram feed and schedule your posts in advance

Use an app like UNUM to organize, schedule, and posted automatically. There is a free version and if you have the budget, you can upgrade for more features.

Use the "Social media Holiday calendar”

Select Holidays or events related to your industry.
*If you decide to react to difficult issues, you will need to think beforehand about how to engage in those matters.*

Keep in mind!

It is important to experiment with different strategies to see what will work the best for your business and keep in mind that it takes a lot of time and commitment to produce content on different platforms so you will need to analyze which ones will be the best for your audience.

*I mentioned to my client that some recommendations and trends I am suggesting in this framework might not be relevant at the time she decides to set up the strategy.