Why You Should Spend Money on Marketing Your Short Film Instead of Going Organic.

Steve Crowhurst, Director, Writer and Actor, Producer Arnaldo Stafa

The problem with relying solely on organic reach is that the system is not designed to work in your favor. While it’s possible to grow organically, it takes a significant amount of time and in business, time is a luxury you don’t have, especially when marketing a short film. The lifespan of a short film is typically one year, maybe two if you’re really pushing it. That means you have a limited window to make an impact.

Organic growth simply won’t deliver the necessary reach within that timeframe. Algorithms on social media platforms are structured to prioritise paid content; their primary goal is to generate revenue. This is why you need to invest in ads. However, don’t mistake this for buying followers that’s a waste of money and leads to a dead audience. What you need are real people engaging with your content.

Even with paid marketing, your content still has to meet high standards. No amount of money can compensate for poor-quality work. So, before putting money into ads, ensure your short film and promotional materials are exceptional.

One Instagram Account VS Many

I advocate for managing one Instagram account. While larger companies often juggle multiple accounts, this isn’t feasible for smaller teams or individual creators. Handling multiple accounts can become overwhelming and separate your audience.

Instead, create one account for your brand, company, or personal identity as a filmmaker. This singular focus ensures all your energy and resources are concentrated on growing a central hub for your audience. If you’re investing money into marketing, it makes no sense to spread that investment thin across multiple accounts.

Collaborating on posts is fine, but avoid duplicating content across several pages, it frustrates viewers. A more focused approach builds a stronger, more loyal following.

All Platforms VS a Few

I prefer focusing on one platform “Instagram” for my team’s efforts while leveraging automation tools to replicate content on secondary platforms like Facebook or LinkedIn. Instagram is ideal for filmmakers as it’s a visual platform perfectly suited for pictures and videos.

LinkedIn is another key channel for me, but I manage this personally because it’s where I connect with clients and target a different, more professional audience.

As for YouTube, we prioritise it for our documentary series. Some of that content is repurposed for TikTok, but I don’t engage much with that platform.

Remember, I have a team that allows me to maintain this setup. If you’re working solo, focus on what you can realistically manage. Spreading yourself too thin will hurt your marketing efforts.

Certainly! Here’s a revised version with real-life examples added:

How Much Should You Invest?

When starting a company, budgets are often tight. That’s fine; marketing is an investment for the future. Spend within your means, but understand that the money you put into marketing is crucial for the growth of your entertainment business. A strong, consistent marketing strategy will pay off in the long run.

While it’s hard to pinpoint an exact number or percentage for everyone, one thing is clear: marketing can often make or break a project. Take, for instance, the 2008 film Cloverfield. It had a production budget of about $25 million but gained massive traction due to an innovative marketing campaign rumoured to cost over $50 million. The film’s unique teaser trailers, viral marketing tactics, and mystery-building strategies led to a box office success, earning over $170 million globally.

Similarly, The Blair Witch Project (1999) serves as an excellent example. With a minuscule production budget of just $60,000, its marketing campaign, which included a groundbreaking website and rumours about the film being a “real” documentary, cost significantly more than its production. The result? The movie grossed nearly $250 million worldwide.

On the other end of the spectrum, John Carter (2012) is an example of a high-budget film that struggled due to lacklustre marketing. With a production budget of $250 million, Disney invested heavily in marketing but failed to clearly convey the movie’s story or appeal to its target audience, leading to disappointing box office returns.

These examples underscore a universal truth: no one will know your product exists without effective marketing. Whether you’re in film, music, or another sector of entertainment, the money you allocate to marketing is what ensures your audience finds you and your investment is not in vain.

Think outside the box

You have to remember marketing can be outside of just posting about the short film for example, for one of my projects named Sunburn, we teamed up with a charity that dealt with trauma, and part of that was show videos that we called "what is your sunburn" within these short videos? We interviewed people who have gone through trauma, and the first 30 seconds are about what their trauma is, and the last 30 seconds are about how they dealt with it or lived with it. This approach was out of the box thinking instead of talking about a short film constantly, we decided to help charity number one but also do something different. That makes people curious about your project. I've seen many filmmakers do creative things with marketing some do Merch, others do free giveaways, and it all works, but it can also fail if done wrong. For me, in marketing, I prefer to give without expecting anything in return.

Don’t Let Other Platforms Control Your Content

I’m very protective of my content. I don’t allow other YouTube channels to host my short films unless it’s for a limited time and there’s a clear benefit to my company.

My focus is on building my own audience. Allowing other channels to showcase your work might give you a temporary boost in views or comments, but it doesn’t contribute to your long-term growth. That dopamine hit from short-term engagement isn’t worth sacrificing your long-term goals.

Instead, think strategically. Focus on creating content that grows your platform and builds your audience. This approach ensures that every ounce of effort you put into your short film contributes to the success of your brand.