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BizReport : Social Marketing : July 05, 2016


Movie reviews, not trailers, are most-shared content

Research from RadiumOne reveals that, when it comes to driving ticket sales for movies, film reviews are shared more than movie trailers and movie genre is an important factor in which type of content is shared.

by Helen Leggatt

RadiumOne's analysis of more than 262,000 pieces of content shared from movie-related websites reveals that film reviews account for 27% of shares, ahead of movie trailers (23%) and cast information (13%). So, rather than rely on a trailer, it appears audiences are more likely to want to know whether a film is any good, according to others, and who is in it.

However, of interest to marketers, is that the research also a movie's genre also impacts on the type of movie content shared. For action films, 31% of shares were trailers, whilst for family films that drops to just 15%. Comedy was found to rely more on shares of reviews (32%) dropping to just 14% for dramas.

Furthermore, the research found that four-fifths of movie sharing takes place, not on social, but on dark channels such as text, private messaging or email indicated that the shares are targeted at personal acquaintances.

"Sharing behaviour online is a goldmine for marketers as it indicates a strong degree of intent among important "hand raisers" but also a valuable additional layer of audience - the people they identify as also being interested by sharing content with them," says Craig Tuck, RadiumOne's UK managing director. "Both groups can be targeted with relevant messages across the web - whatever sites they may be visiting - but it's vital not to focus only on social networks as marketers' risk missing up to 80% of their potential audience who engage in Dark Social sharing."

Last month, RadiumOne revealed that, in the last eighteen months, dark social shares as a percentage of on-site shares has jumped from 69% to 84% globally.

Tags: dark social, marketing, movies, social, trailers










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