Cinema and social media: the impact of Instagram in the promotion of Spanish films
Keywords:
film promotion, Instagram, engagement, production companies, Spain, marketing, feature filmAbstract
Social media has transformed the way we communicate and consume content, and the film industry is no exception to these changes. Film production companies have embraced these platforms, using them to promote their productions. Instagram has become a key tool for Spanish production companies, allowing them to connect with audiences more directly. This study analyzes the film promotion strategies on Instagram employed by the production companies responsible for the 10 highest-grossing Spanish films of 2023. Through a quantitative analysis of 449 posts, variables such as content type and format, posting frequency, and generated engagement are examined. The results show that content type significantly influences the interactions obtained, with metatextual content being the most effective for generating likes and comments. The relationship between posting frequency and the promotion cycle of the films reveals that independent production companies tend to extend their campaigns over longer periods than media corporations. These findings reinforce the importance of content planning on social media to optimize the impact and visibility of film productions.
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