A ROGUE GUIDE TO REACHING THE MASSES
I had some luck helping a film that my friends call “a new age conspiracy theory” raise an enviable stash of cash and 30,000+ fans (trailer seen here).
Then I helped my friend launch a Kickstarter and we raised $70,269 for his film — the participation of Terry Gilliam helped a lot.
And this morning, I launched a short film’s trailer. Now the trailer has over 10,000 views.
While the experience of launching that trailer is fresh in my mind, I thought I would put down a few mantras for online promotion:
- Believe in the project. I tried to sell my soul a few times, and I wasn’t very good at it (or no one paid the right price). Still, I can’t imagine spending months diddling on something that doesn’t interest me.
- A team helps. I don’t know about you, but my creativity needs company. Every successful project had a team of fellow cheerleaders.
- Keep fans close. Create social accounts on platforms where potential fans are active. I tend to communicate via email lists because Facebook can’t censor the emails I send to my own subscribers.
- Stay relevant. Why would you post superfluous content? Think before you communicate. Constantly ask yourself Is this relevant? The internet is full of garbage. Avoid feeding garbage to rats.
- Embrace paid advertising. A $100 ad can provide a much needed boost. Just make be really specific about how you target the ad. Your goal is fans, not passing eyeballs.
- Be persistent. I emailed just about everybody who writes for Film School Rejects before I got one article written. I keep track of the writers I communicate with, and I never contact them if I haven’t read some of their work.
- Be whimsical. More people should read in depth, well thought critique. But they don’t. Internet fans are drawn to fun — an example. Internet content must pop like pictures in a popup book. You must be whimsical. On the internet, every reader is a drooling toddler.
Now that we’ve gotten through the mantra bull shit, here’s the Rogue DIY part:
Before you invite acquaintances to follow your project, experiment like crazy. Post dick picks if you have to. Career damaging material is preferred. (I always start with messages of slander then work my way to fart jokes.)
When stupid banter is out of your system, experiment with meaningful communication. Create a strategy document (here’s one of mine). Make a google doc of possible communication, like this. You can also create arbitrary metric goals. The more arbitrary you’re goals are, the more you must stick to them. This marketing thing is a game. Have fun.
When you are confident with your voice, start befriending strangers.
Most people start their social media lists with friends, but that’s dumb. Friends will love you, whatever you do. Target randos on Reddit or Facebook or Twitter. Find hashtags that make sense to your project (#DeathBySquirls seems like a good one). Crowdfire is a helpful tool for befriending the masses. Invite as many strangers to your world as you can.
As you engage strangers, they will engage you back. One like follows another. Before you know it, you’ll have true Fans.
& fans feed Duende.
If for some reason you are not finding fans, give up or retreat to advertising. Throw all your cash into Google AdWords and boost your unpopular posts as much as you can. There are some Indian services out there that can push out 10,000+ views. I’ve never tried them (honestly), but they exist. Go bankrupt before giving up a dream.
Once you have an enviable amount of fans, tell news outlets. Variety, Indiewire, .. they are all suckers for popularity.
Write an article that starts “[BLANK] project received over [X] Million Views.” If you get a well crafted article out there, somebody will pick it up. (Other advice from a NY Times reporter friend: Reporters are lazy. Write the article for them.)
You should use the news story about your success to cleverly gloat about your popularity to new found fans. Stay on message. You don’t have to say I’M POPULAR, but you can figure out a smart way to mean the same thing.
At the pinnacle of success, begin to trim baggage.
Un-friend robots and internet trolls. Delete stupid people. Remove anything that cheapens your image.
Think Werner Herzog, lecturing to a wide-eyed film school. Think Steve Jobs giving a key note address.
You need to surround yourself with people who worship your project.
When your communication lists are tidy and solid, start adding your true friends and acquaintances.
This will be a humbling experience. You have gone to the mountaintop and preached to the faceless masses, now you must return to earth. You must become lowly, humble and true to your vision.
Celebrate silence. Stay focused. And keep doing whatever it is you do.
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Footnote: I have seen very few projects come down from the metaphorical mountaintop.
What usually happens is this: The filmmaker or whoever gets absurdly consumed with their project. They become overly worried about keeping their fans happy, or their aspirations inflate into fantasy. This is when collaborators feel alienated, or the project can’t pay its employees, or (most often) collaborators grow bored. The project fizzles and the key players part ways.