Although mine and Lauren's schedule did not plan on initiating the social media component until the later weeks of our portfolio project time frame, we recently discovered that the rubric for this sector requires 5-week's worth of constant posting, thus demanding that we begin planning our media factor earlier than anticipated. As a first step, prompted by our teacher's guidance, we will be researching different documentary Instagram accounts as we plan on Instagram being the primary platform for our own piece's marketing.
Below is the format required for our research assignment, which I will be filling out on this blog (3 times)!
1)
-Media text:
Our Planet
-Social media tool:
-Description of types of posts:
Our Planet primarily focuses on posting clips from their documentary on Instagram, in both photo and video format. While many of their reels include voiceovers and captions over b-roll, a great measure to facilitate the communication of information to followers, their photo posts are usually multi-grid, also with captions, and attempt to expose viewers to a plethora of stimuli, regarding content specific to episodes as well as general facts concerning the overall environment. Furthermore, in a means to connect with audiences, the Our Planet Instagram account posts a variety of memes with comedic captions prompting viewer response and engagement. For instance, under one of their multi-grid pictures in which multiple animals are displayed, the caption states "Tag yourself, I'm the Sarcastic Fringehead," a satire and enticing post that may strengthen audience interest in the media text.
Below is an example of one of Our Planet's image publications:
-Description of how branding is developed (or not):
The Our Planet account does a wonderful job of developing the documentary's brand through the content publicized on the social media. Virtually all of the Instagram's posts entail an animal or a facet of the Earth's natural environment, thus clearly detailing to audiences the themes common within the documentary itself. In addition, the account's profile picture, one of a globe, is a perfectly coherent decision which previews the piece's coverings prior to audiences even clicking on the account to learn more. Also, on the Instagram's biography, two dinosaur emojis may be found, a minor yet fulfilling detail which further enhances the documentary's essence and overall themes.
Here is a screenshot of the Instagram's introduction, including the profile picture and biography emojis:
-Analysis of how you will use this to develop your own social media presence:
Taking inspiration from Our Planet, I believe Lauren and I must also incorporate a mix of both photos and videos in our Instagram account. Furthermore, I thoroughly enjoy the idea of posting sneak-peak videos from the actual episodes themselves, modelling Our Planet's voiceover-driven reels. I also greatly admire the account's use of humor in their posts and captions; I believe that is a wonderful manner of enticing audiences and increasing a media text's appealing factors and thus I will ensure Lauren and I attempt to do the same in our documentary's account. Lastly, I believe the Instagram's direct prompting of viewer behavior, such as requesting that they tag themselves in a post, is a perfect manner of engaging the audience with the media text. Similarly, I brainstormed that Lauren and I could publicize a media-text-making contest on our documentary's socials in which followers may send their own creations and therefore further engage with the piece.
2)
-Media text:
Chef's Table
-Social media tool:
-Description of types of posts:
The Chef's Table Instagram largely focuses on posting, through both images and videos, representations of their different episodes and the subjects which they cover. For instance, in their most recent post, an image of a beautifully crafted pizza with the caption "Let's talk about pizza. Chef's Table is now streaming" may be seen, a concise yet impactful publication which clearly demonstrates what food type the media text will cover while also marketing the distribution methods for the documentary. In addition to their direct image postings, the Chef's Table account creates small trailers for each of their episodes, thus mustering audience interest in what the full coverage must be like. Also, the documentary's socials include highlight reels in which the streaming website (in this case, Netflix) is linked for audiences to easily access.
Below is a link to one of the Chef's Table mini trailers, found on their Instagram page.
-Description of how branding is developed (or not):
The Chef's Table Instagram does a fantastic job of developing the documentary's brand and reinforcing its theme. The account's mass-coverage of different food specialties and the masters which create them clearly demonstrates to audiences what the documentary entails and provides them with an interest-piquing and thought-provoking insight into the piece's episodes. In addition, the Instagram's profile picture, which details the documentary's name and their latest coverage's specialty (pizza, in this case), is a wonderful detail of the account which further markets the stories told within the documentary, thus interesting followers and increasing likelihood of viewership. Lastly, the Instagram's biography, which states a one-sentence summary of the content covered in the extracts, is an excellent manner of conveying the overall idea of the documentary in a minimal-effort way.
Attached is the biography in question.
-Analysis of how you will use this to develop your own social media presence:
I deeply admire the account's dedication to publicizing mini-trailers for each of the topics covered within the documentary. Drawing inspiration from this principle, I believe mine and Lauren's account would benefit greatly from the posting of previews for each of our episodes, including trailers for the podcast, yearbook, and film-promotion extracts. In addition, I thoroughly enjoy Chef's Table strategic employment of the Instagram biography; I believe that including a short and easily comprehensible "summary" of the documentary's subject is extremely beneficial for audience engagement, and therefore hope to mirror this idea in my own social. Lastly, I find that creating highlight reels, which are easily accessible at the top of an Instagram page, is a wonderful way of reinforcing the chances of audiences engaging with the account, a facilitated accessibility point I plan on incorporating into mine and Lauren's social media as well.
3)
-Media text:
Unsolved Mysteries
-Social media tool:
-Description of types of posts:
The Unsolved Mysteries account primarily focuses on audience engagement and providing updates on the unresolved cases covered within the documentary. For instance, recently, the account publicized an image of two individuals with the caption "ARRESTED!" and a respective episode (episode 75: "The Scott Family Massacre") listed, thus explaining to audiences the conclusion of the once unsolved case. In addition, often, the Unsolved Mysteries Instagram posts satire images aimed at prompting audience interaction and amusement. For example, on Valentine's day, the account posted a faux Valentine's card with a comedic image of the show's narrator, captioned "send this to the special detective in your life," therefore enticing audiences to interact with the documentary's page and diffuse it to other followers.
Here are the two mysterious posts I just described (pun absolutely intended):
-Description of how branding is developed (or not):
Although I believe the Unsolved Mysteries account does a wonderful job of maintaining audience interest and prompting viewer engagement, I do not believe the brand was well-developed through their Instagram. The profile largely lacked real, concrete information regarding the documentary's true content; although case updates are frequently provided, the account is scarce in previews of episodes and on publicity of the covered mysteries. In addition, the Unsolved Mysteries Instagram does not illustrate a coherent and representative aesthetic. Despite blue appearing to be the documentary's primary color, as indicated by the profile picture, the shade is only sporadically included throughout their feed, thus creating a messy and confusing appearance.
-Analysis of how you will use this to develop your own social media presence:
Despite believing that the Unsolved Mysteries account did not excel in their brand development, I deeply admire the profile's dedication to audience interaction and enjoyment. I believe that the Instagram's employment of memes and Q&A sessions, as done on their stories, is a perfect manner of prompting follower engagement and satisfaction, which in turn secures a long-term fan base. Mirroring this excellent marketing strategy, Lauren and I will certainly brainstorm other manners in which our social media may directly interact with audiences and reach a wide scope of viewers.
Following this extensive research assignment, I believe I need a 2-month Instagram cleanse. However, I now feel more confident in mine and Lauren's ability to formulate an effective and interesting social media account for our documentary (name to be revealed soon).
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