Although traditional marketing strategies like creating trailers for theaters or collaborating with brands are proven to bring attention, social media is where it all takes off. Film discoverability can be achieved by starting conversations.

While it may seem daunting, following a strategic plan will drive the message of the film and generate more attention.

One of the most well-done campaigns that utilized online marketing was for cult classic The Blair Witch Project. This campaign occurred before social media was mainstream. The filmmakers utilized a series of different websites and forums to create buzz, consisting of online journals, fake documentaries, and legend stories. This blurred the lines between reality and fiction, with many viewers questioning whether the film was a true story.

Another film that utilized social media well was Ari Aster’s 2018 film, Hereditary. The filmmakers shared clips that captured and introduced the creepy atmosphere of the film on TikTok and Instagram. They also created a fake Etsy shop called “Crafts By Charlie,” which sold creepy, handmade toys crafted by a character from the movie. To continue the bit, before influencers, journalists, and other moviegoers attended early screenings of the film, they were left dolls on their doorstep.

All in all, creative and interactive marketing through social media can sometimes prove to be more effective than an expensive advertisement.

I asked our PR & growth experts: What steps should indie filmmakers follow to effectively utilize social media as a marketing tool? What types of content generally tend to generate the most audience engagement? What emerging trends in social media marketing should filmmakers be paying attention to right now?

• Include some non-influencer fans for organic content
• Behind-the-scenes videos and raw, unpolished updates
• Seed niche subreddits, Discords, and film clubs
• Make material that is focused on the characters
• Social media thrives on connection rather than perfection
• A shift from “launch marketing” to “journey marketing”
• Short-form storytelling, lo-fi aesthetics, found-footage vibes

Include some non-influencer fans for organic content

Emily Reynolds, Owner at R Public Relations

"Step one will always be to think outside the box. If it’s been done before, it’s not going to garner the attention you need. Make sure your entire team is on board to take a risk. Organic content from influencers–as in, non-paid posts created and published by the influencer simply because they wanted to–will read the most organically and create the biggest buzz. Filmmakers might even consider including some non-influencer fans in the fun to create more organic content. Filmmakers should utilize short-form video as often as possible, but stray away from trending audio and memes–create something wholly unique instead."

Behind-the-scenes videos and raw, unpolished updates

Angel Sanchez, Owner & Photographer at Wanderlust Portraits

"To make an impact, I recommend indie filmmakers start by telling the film’s story beyond the screen—share the inspiration, the creative process, and daily behind-the-scenes moments. Behind-the-scenes videos and raw, unpolished updates almost always resonate, because audiences love to see the people, challenges, and quirks driving a project. For example, I recently helped a local filmmaker document their location-scouting process on Instagram Stories, which led to a surge in local support and even donations of props from followers who felt personally invested.

In my experience, content that puts real people front and center—cast interviews, live Q&As, and user-generated fan art—drives the highest engagement. Interactive content, like letting followers vote on a poster design or share their own interpretations of a key plot point, creates personal investment and buzz, especially on TikTok or Instagram Reels.

Looking forward, micro-community platforms (Discord servers, niche Facebook groups) and collaborative “duet” or remix trends on TikTok are where I see filmmakers building a deeply loyal audience. Don’t just talk at your audience—invite them into the process and give them a stake in your success."

Seed niche subreddits, Discords, and film clubs

Rene Ymzon, Marketing Director at ADVANCED Motion Controls

"Build in public with short vertical BTS of practical effects, prop builds, and rehearsals. Quick cuts of tuning a motion-control camera rig and repeatable moves beat polished trailers by 3 to 5x. Run a series cadence and pin a link. Seed niche subreddits, Discords, and film clubs early; ask for input, then show you used it.

Formats that win: BTS, effect breakdowns, prop reveals, cast Q&As, and duets with fan reactions. Trends: UGC collabs, TikTok search-optimized captions, and live Q&As. Call out safety checks and test shots when showing rigs to build trust."

Make material that is focused on the characters

Spyridon Mesimeris, CMO at LegalDocs

"If you want to use social media to further your story, not just post trailers, you need to see it that way. Make material that is focused on the characters, like fake accounts, short stories, or props that look and feel like they belong in the movie's world. This type of interactive, "found" storytelling simply makes people interested. People love it when the lines between fiction and truth aren't so clear.

Microcontent and group interaction are where the magic is happening right now. Platforms like TikTok and Threads like it when people are real and funny. Unpolished promos don't get as much interest as behind-the-scenes clips, emotional reactions, or cast-driven trends."

Social media thrives on connection rather than perfection

Aziz Bekishov, CEO at DC Mobile Notary

"Indie filmmakers should first set the film's emotional hook, and then the visuals can fall into place.

When people feel touched on the personal side of the story behind the story—on its making, inspiration, and representation—they become really engrossed in it.

Short behind-the-scenes clips, cast members being candid or reacting, and creative challenges (especially if tied to the film's theme) tend to go viral on TikTok and Instagram.

Do not promote; rather, share posts about the journey, from those first day-one table reads down to the very last edit, inviting viewers into the creative process.

Creating interactive content (polls, for instance: "Which ending would you choose?") and plastering teaser clips with clues that lead nowhere in particular may fuel some organic buzz.

Other emerging trends to always keep an eye on are AI-assisted visual storytelling, Reels-based micro-narratives, and community-led premieres on Discord and TikTok Live, where the audience feels part of the release.

Social media thrives on connection rather than perfection, and in the life of an indie filmmaker, that honesty can even top an expensive ad campaign."

A shift from “launch marketing” to “journey marketing”

Max Shak, Founder/CEO at Zapiy.com

"I’ve always believed that indie filmmakers and startup founders have a lot in common — both are trying to build something meaningful with limited resources, and both live or die by how well they tell their story. The biggest difference is that filmmakers have the ultimate storytelling medium at their disposal — and when paired with social media, that becomes a superpower.

When I talk to creators and brands alike, I always say: don’t just promote the film — invite people into the process of making it. One of the most powerful trends I’ve seen across industries is the shift from “launch marketing” to “journey marketing.” People want to feel like they discovered a story before it became popular. That’s something indie filmmakers can do better than any studio.

A few years back, I consulted with a small production team that was crowdfunding a sci-fi short. They didn’t have a big budget, so we focused entirely on building anticipation through micro-stories on TikTok and Instagram. Instead of trailers, we shared short clips of the actors rehearsing emotional scenes, snippets of visual effects work in progress, and even candid moments of the director doubting a shot. That vulnerability humanized the project — and by the time the film premiered, the audience already felt emotionally invested. It wasn’t just a film anymore; it was their film.

In my experience, the content that performs best is behind-the-scenes storytelling — not glossy, overproduced footage. Viewers love to see the grind, the small wins, the personality behind the art. Interactive formats — like letting followers vote on poster designs or soundtracks — also do incredibly well because they shift the audience from observer to participant.

Right now, the most exciting emerging trend I’m seeing is world-building across platforms. We’re moving beyond single-channel campaigns toward multi-layered experiences. Some filmmakers are using TikTok for short “in-universe” clips, while building companion Instagram pages from a character’s perspective or Discord servers where fans can speculate about the plot. That kind of fragmented storytelling doesn’t just build buzz — it creates community, which is the real currency online today.

If I had to distill it to a single piece of advice, it would be this: use social media not as a megaphone, but as a stage. Don’t just tell people what your film is about — make them feel like they’re part of the story. The Blair Witch team did that with mystery; Ari Aster did it with eerie immersion. For indie filmmakers today, the opportunity is to do it with authenticity — and that’s something no algorithm can fake."

Short-form storytelling, lo-fi aesthetics, found-footage vibes

Kate Ross, PR Specialist at Irresistible Me

"Build curiosity early. Share small snippets of the world you are creating: a prop, a line from the script, a mysterious location. Using short, snackable clips causes theories and comments to pour in. TikTok and Instagram Reels are perfect for this.

Allow your cast and crew to become storytellers. Behind-the-scenes clips and candid moments do the best usually, as they feel the most genuine. People love how the magic is made, more than the actual polished trailer.

Engage your audience. Polls, challenges, and interactive storylines-like "choose what happens next"-all keep people invested. In many ways, it's building a mini-fandom before the movie even releases.

Follow current trends. Currently, short-form storytelling, lo-fi aesthetics, and found-footage vibes are huge-they work especially well for thrillers and horror. Also, micro-influencer partnerships and UGC are much more trusted than traditional ads.

Social media isn't about shouting "watch my movie!" - but more about inviting people into the world of your movie. That's how you build buzz that actually lasts."

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