Social media is a great technology for marketing due to the ability to gain real-time data and analytics. It allows for two-way communications thereby benefiting both brands and consumers. Brands can share new information, create conversions, and develop relationships. While consumers can share their thoughts and be a part of a brand community. The companies that I tend to follow on social media are correlated to the entertainment industry. Although these brands are essentially advertising their content to me, it feels more organic due to experiential elements. There are many different ways to promote media, and I wanted to delve further into a social post that Ms. Marvel used during their campaign.
Ms. Marvel was a recent television show created for Disney+. The show fits into the Marvel Cinematic Universe, which guarantees interest from Marvel fans. The show follows Kamala Khan as she discovers her ancestry and its links to magic powers. Throughout the campaign, the social team used a variety of content to attempt to engage and endear viewers; these included quote clips, scene statics, promotional content, episode recaps, art content, etc. The promotional content performed very well because it provided exclusive content to fans. I specifically wanted to look into the custom episodic content developed to remind viewers to watch the latest episodes.
The post that I chose to analyze is a video clip from the show with added graphic elements. The scene was chosen because it demonstrates the cultural elements that are included in the show through SRK (Shah Rukh Khan) movies. It also demonstrates the character dynamics that are being developed. The post performed great, reaching 1 million views and garnering 297K likes. There are a few stand-out reasons to explain why it performed this way.
Joint Posting
Instagram has a feature that allows two social networks to collaborate and post content on both their pages. This allows the post to be viewed by double the followers, thereby expanding your reach. This post was added under both @msmarvelofficial and @marvelstudios. The Marvel Instagram account has 38.2M followers, which grows the audience exponentially.
Time of Posting
This post also benefited from being posted at an opportune time. It went out on a Saturday afternoon. Therefore individuals have plenty of time to scroll through Instagram. Additionally, the post went out at a time that was advantageous throughout the US. It was released at 4 pm Eastern Time, which translates to 1 pm Pacific Time. The time difference can make it difficult to reach both audiences. Since Ms. Marvel has such a large potential audience, reaching everyone during the afternoon is beneficial.
Content-Type
The scene that was chosen calls for engagement by name-dropping popular Bollywood Movies. The discussion from the show follows through to the comments with fans debating SRK’s best work. The post received 811 comments, which shows high engagement. The sentiment is mostly positive. Many fans enjoy that the show is integrating Pakistani pop culture elements. However, some followers aren’t fans of the show and make their displeasure known.
The video was also very engaging due to the eye-catching visuals. By adding custom elements, it stands out among a variety of social content. Cutting through social noise is very integral due to the volume of new posts added daily. Overall, the videos on Ms. Marvel’s socials perform better than the static images, which explains this post’s success.
Accessibility
Another benefit to this post is that the captioning makes the content more accessible. Even with the unique typography moments, the text is legible throughout. This helps to reach individuals with hearing disabilities.
Although this was not the highest-performing post on Ms. Marvel’s Instagram, this clip demonstrates a strong method for creating engaging content. It highlighted a scene that led to fan conversations. It was strategically posted to drive viewers to watch the last episode over the weekend since they likely have more time. Overall, it was a successful post.