Entertainment is everywhere these days. People may not be going to the cinema or watching cable, but they are consuming more entertainment than ever. You can see that in the rise of streaming sites and mobile video viewership.
One of the big problems entertainment producers face is getting the audience to pay attention. With so many options, it’s difficult to make sure all eyes are on you.
That’s why you need entertainment marketing. Of course, just as people’s viewing habits are changing, so too are the marketing tactics they respond to.
These are the best marketing trends in entertainment for 2020. Adopt one or try them all, and discover a better way to captivate your audience.
Think Like a Fan
What’s your favorite movie? Can you think of a TV show you love to watch over and over?
Chances are, you’re a fan of something. That means you have expert knowledge about the kinds of things that get fans fired up over their favorite franchises.
Thinking like a fan is actually one of the biggest trends in entertainment marketing for that reason. You want your marketing campaign to get people excited. What better way than to give them the sorts of things you know you want as a fan?
You can think of teaser trailers, Q&A sessions, and so much more. Once you start thinking like a fan, there’s no shortage of entertainment marketing ideas.
Stop Thinking about Marketing
To that end, there’s another key point in this trend. You need to stop thinking about marketing and advertising as marketing and advertising.
Your fans want to be entertained, and they want to feel an attachment to your movie or TV show. Fans are fans precisely because they have strong feelings about a film or movie. You want them to be moved to tears or to laugh uproariously at a joke in your show.
The goal of any entertainment is to make people feel something. By extension, the goal of any marketing endeavor should be to make your audience feel.
Use your marketing efforts to start evoking those emotions early. Get people excited and make them anticipate seeing something great. Make them laugh or make them cry.
They’re much more likely to remember the campaigns that do.
All Aboard the Interactivity Train
The next big trend to focus on entertainment marketing this year is interactivity.
This isn’t exactly a new trend. Pokemon Go brought augmented reality into the public spotlight a few years ago, and marketers have been using it since. Ready Player One cleverly adopted virtual reality for its marketing campaign.
There are other examples dating back further. The point is that your fans want to interact with your film or TV series, and you have more tools than ever to create the immersive experiences they crave.
Not convinced interactive is the way to go? Think about ads that you can click on from your mobile phone. You’re browsing through Instagram and see a product you absolutely must-have.
You can click the ad and end up on a product page or even an eCommerce shop. It works for these businesses. So why can’t it work in the entertainment industry?
There’s no reason at all. People who see an interesting ad will click to learn more, sign up for a service, or start watching right away. An ad for your movie could direct them to a page that helps them find local showtimes.
Augmented reality is a bit more fun. With it, you could create a game for your audience to participate in. Think of something like a scavenger hunt through their city. Maybe they need to fight the villain or the aliens that just invaded Earth in your movie.
You could also team up with popular apps like Instagram and Snapchat to offer custom filters.
Virtual reality is still coming into its own. It makes sense for some entertainment marketing, but not all. Ideas for its use are similar to those for augmented reality, such as immersive games.
Virtual reality usually requires the user to have specialized equipment, which is one reason it’s not as easy to use as augmented reality.
Keep an Eye on Ad-Supported Video on Demand
Online viewership is almost synonymous with subscription-based streaming services like Netflix. Netflix is useful in some ways. Signing a deal to get your movie or TV show on the platform can expand your audience.
Subscription-based models are also something of a problem, though. Unlike traditional TV, they’re not supported by ad revenue. In fact, one of their strengths is letting viewers watch “without all the ads.”
That can make it difficult to promote your show or film, even if it’s on the platform. How will people find it if you can’t tell them it exists?
Some services, like Hulu, have been experimenting with a different model. These video-on-demand and streaming services are available with no or little cost to the end-user. Instead, they’re supported by advertising revenue.
This allows those in the entertainment marketing industry to hone in on connected TV data and more. AVOD is a boon for marketers, and it may even come to dominate the market.
Audio Streaming Services
In direct contrast to video streaming services like Netflix are music-streaming services. Pandora and Spotify both offer users free account options. The catch?
They have to put up with ads.
While users can upgrade to a “premium” account subscription, many are content to listen to the occasional ad in order to stream their music for free.
Another arena for audio ads is podcasts. There are many podcasts out there, and experts predict the advertising market for them will soon break wide open.
Perhaps the most important thing to note is these platforms aren’t necessarily limited to audio alone. Unlike radio, Spotify and other services have platforms that can also serve graphic and video ads.
That brings us to the biggest audio/video platform of all: YouTube. People watch 5 billion videos every day on YouTube.
Similar to Spotify, YouTube offers most of its accounts for free. Users with free accounts may have to watch a few short ads before they can watch the video they actually want to watch.
Also like Spotify, YouTube does offer an ad-free premium account. Nonetheless, YouTube ads can get in front of many more eyeballs than those people who are following your channel.
Social Media Remains Vital to Entertainment Marketing
Speaking of YouTube, did you know it’s the second largest search engine and one of the largest social media platforms out there?
YouTube is really only second to Facebook, and it’s king when it comes to video content. YouTube ads may get your campaign in front of more people, but uploading behind-the-scenes videos and more to your channel can also help you promote a new film to your fans.
Entertainment industry marketing can also make use of Facebook, Instagram, and Twitter. Some marketers are even looking at how they can leverage newer platforms, like TikTok.
Social media platforms all you to connect directly with your fans, sharing with them all kinds of fan-friendly content. A Q&A session, “backstage passes,” teasers, and clips will keep them engaged and coming back for more.
Entertainment Marketing in the Era of AI
If keeping up with your ad bidding and running five social media accounts, while also producing great video content sounds like a lot, that’s because it is.
You have enough to keep up with, and you definitely don’t need to work any harder. That’s where new technologies, like artificial intelligence, are reshaping how entertainment marketing teams work.
With the right tools, you can harness the data that exists in your own catalog. You can discover long-tail metadata to help you craft the right messages and even find your audience.
These tools can also help you discover more about who your audience is and where they are. Metrics show you what parts of your marketing campaign are resonating, and where your efforts are falling a little flat.
Having those numbers to crunch can help you target your audience and even craft better campaigns to get their attention.
Other tools focus on automating some of the time-intensive tasks you have on your plate. Imagine being able to generate comp lists automatically. You might have more time for other important tasks.
Having the right tools can help you work smarter, not harder. Better campaigns are right around the corner with the right entertainment marketing technology to back you.
The Story of Marketing Success
If you have a TV show or film to promote, there’s good news and bad news. People have more choices than ever before, but the right entertainment marketing strategy can help them find your productions. You have more tools than ever to help you create great campaigns.
Looking to get the inside scoop on your audience? AI is calling your name. Get in touch and discover just how an AI-powered tool can help you connect with the people who are passionate about good stories.