How to promote your VR movie
Virtual reality (VR) movies are an upcoming film type that is fast growing in pace. From small independent filmmakers to behemoth companies, all are experimenting with the new and upcoming medium. Take Disney, who created a bespoke VR film of Frozen 2.
Yet while content is being made, some content creators are finding it difficult to promote the movie to new audiences. How can creatives put their VR film in the market? What steps should they take to maximise the likelihood of success?
Table of contents:
- Know your audience
- Sort your social strategy
- Target publications
- Target specialist YouTube channels
- Share your content to forums and groups
- Demo at an event
1. Know your audience
Like with any marketing campaign, the first step any company should take is to get to know the audience for their movie. If the VR movie has horror elements, the target audience should be lovers of spooky or dark stories. If it is a documentary on nature, lovers of David Attenborough may appreciate the film as well. Drill down your content and pinpoint what it is, and who it is for.
This is critical as, most of the time, approaching the widest possible audience may not get the engagement most companies want, especially early in their lifespan. Not everyone in the world may appreciate your creation; but that is okay, as there is likely a sub-group who would love what you created.
By now, you should have a broad idea of who to target. The next step is to approach the audience in the right way.
2. Sort your social strategy
Promote your VR movie on social media with gifs, quotes, and shareable content online. It is vital that the content is promoted consistently, as a constant stream of information for your followers to see. Sites like Canva provides the tools for a hassle-free way of creating content.
Equally important is engagement. Social media isn’t just a one-way way of promoting films; it can start a dialogue. Follow people in your community, and reply to their messages as well. Build a following through engaging with people, and with time they will come to you. The key is to be as organic and natural as possible, without being promotional.
3. Target publications
PR can be a powerful way to target a wider audience. Targeting the right publications, and convincing them of the value of your product, can be a great way to get your work out there.
Targeting the biggest mainstream websites can be a great way to prove the legitimacy of your product. But for impact, the right audience is key. For example, not everyone who reads the BBC may be interested in your VR documentary about nature; but equally, most readers of the National Geographic might want to take a look.
The next step to take is to create a press kit. The kit should contain images and information about the VR movie, in as much detail as possible. This gives the publication as much as they need to write up the piece.
Most publications have either a phone number to call, or an email address to content. Introduce yourself, talk about your product, explain why it is relevant to them, and ask whether they would be interested in taking a look. If they accept, sort the logistics from there.
4. Target specialist YouTube channels
Similar to publications, specialist YouTubers could take a look at your content and share it with their followers as well. This can provide another funnel for users to find you and your content.
The approach should be the same as well, convince them of your value, and start a conversation. If there is an agreement, work out the logistics from there.
5. Share your content to forums and groups
There are plenty of places on the internet where your audience is conversing and finding new content for them to peruse. Facebook has plenty of groups where people of similar interests come together to debate and discuss, as does Reddit and its various subreddits.
Identify the right subreddit or group, become a member of the community over a period, then organically share your content on the platform. This would help drive interest in your VR movie while directly advertising to the right people.
6. Demo at an event
One of the most important steps to take. How can people know your content without trying it for themselves? With a medium like VR, where it is difficult to tell, it is imperative to let people try it out for themselves.
Target the relevant events you may want to feature in, and sort a place to show the product. Once heading, make sure to equip yourself properly, such as lens wipes, a swivel chair, and water.
This is what we suggest for promoting your VR movie. Got more questions? Ask Virtual Umbrella for further help.
