The Role of Video Content on Social Media in Promoting Indie Film Festivals
Klesov, Maksim (2025)
Klesov, Maksim
2025
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https://urn.fi/URN:NBN:fi:amk-2025052817750
https://urn.fi/URN:NBN:fi:amk-2025052817750
Tiivistelmä
Independent film festivals must use creative approaches to effectively connect and engage their target audiences in the ever-changing and highly competitive digital ecosystem in which they operate. In order to address this primary issue, this study examines how the European Independent Film Festival (ÉCU) strategically uses Instagram video content. With a primary goal of identifying effective strategies that film festival organizers can use to increase visibility and encourage participation through digital channels, the study specifically looks at how ÉCU uses Instagram's short-form video features to improve audience awareness and engagement.
The study uses a practice-based approach, focusing on how research findings might be applied practically to actual situations. It is based on a theoretical framework that includes fundamental ideas from theories of audience engagement, the changing field of digital cultural promotion, and well-established content marketing concepts. These theoretical perspectives offer a strong framework for assessing the effectiveness of ÉCU's video content policies, determining how they affect relevant performance metrics, and developing general recommendations for the industry.
Semi-structured interviews with ÉCU employees and an examination of Instagram performance statistics are at the basis of the qualitative research methodology. This methodology facilitates a sophisticated comprehension of the strategies, challenges, and achievements linked to the production and distribution of video content within the context of an independent film festival.
Therefore, the findings of the study aim to provide independent film festivals with practical advice and evidence-based suggestions for improving their social media tactics, strengthening what they offer to international viewers, and cultivating a richer and more active film community.
The study uses a practice-based approach, focusing on how research findings might be applied practically to actual situations. It is based on a theoretical framework that includes fundamental ideas from theories of audience engagement, the changing field of digital cultural promotion, and well-established content marketing concepts. These theoretical perspectives offer a strong framework for assessing the effectiveness of ÉCU's video content policies, determining how they affect relevant performance metrics, and developing general recommendations for the industry.
Semi-structured interviews with ÉCU employees and an examination of Instagram performance statistics are at the basis of the qualitative research methodology. This methodology facilitates a sophisticated comprehension of the strategies, challenges, and achievements linked to the production and distribution of video content within the context of an independent film festival.
Therefore, the findings of the study aim to provide independent film festivals with practical advice and evidence-based suggestions for improving their social media tactics, strengthening what they offer to international viewers, and cultivating a richer and more active film community.