Understanding Entertainment Marketing

Updated: 4/24/2024

Think about the last time you saw a great movie. Was it because of a film trailer? What about the last TV show you watched? Did you see an introductory clip on a streaming service before committing to the show? Or did you see it on a billboard or hear about it on the radio first? Sometimes, entertainment needs promotions to generate interest in the event, movie, show, or even video games. 

But what is entertainment marketing, really? This form of marketing refers to strategies and tactics used to promote and market to audiences interested in “entertainment” content. Let’s talk more about the intricacies of entertainment marketing and how strategic content creation and video production services are pivotal in captivating audiences and driving engagement.

Two individuals engaged in a close-quarters gunpoint standoff in the latest SYFY TV show.

A Deeper Look At What is Entertainment Marketing

Entertainment marketing is promoting entertainment-related products, services, experiences – both to consumer audiences and b-to-b. These marketing efforts can focus on movies, music, television shows, live events, and online gaming. 

These campaigns aim to attract and engage audiences while informing them of the entertainment product. Entertainment marketing and traditional marketing of products and services use many of the same tactics, however entertainment marketing always puts an emphasis on storytelling with lush visual and audio experiences. To achieve this, they rely on strategies such as film trailers, long-lead teases, clever OOH, street activations, social media campaigns, product placement, and short-form videos.

Why is it so effective? Entertainment marketing works because it’s like an advertisement that doesn’t make the consumers feel like they are being sold a product. A successful campaign gives consumers a chance to experience a brand in a way that’s enjoyable and voluntary and piques natural interest in the featured entertainment. The marketing, in essence, is a component of the entertainment itself, making it more likely to be received positively and shared widely. This is especially true for short-form video content, which offers unique and entertaining narratives that build brand awareness in ways that create intrigue around the entertainment product.

The Evolution of Entertainment Marketing

Entertainment marketing originated in scripted radio promotions, billboards announcing a play, and so forth. Today, most entertainment marketers use promotional interviews of actors, clever short-form content, trailers, reels, and other advertising methods to generate interest and viewership. 

This evolution has been driven by technological advancements, changing consumer behaviors, and the rise of social media. Social media, streaming services, and mobile technology have given marketers unprecedented access to target audiences and data analytics, which can be used to enable more personalized and engaging campaigns.

This data-driven approach has led to more targeted and effective marketing strategies, ensuring that campaigns resonate with the intended audience and deliver measurable results.

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Common Strategies in Entertainment Marketing

As previously discussed, entertainment and traditional marketing strategies often overlap with some nuances depending on variables like the brand, the creator, the product, and the target audience. Marketers must consider these variables to capture audience attention and build lasting brand relationships for a successful campaign. Here are some of the common and effective tactics used:

  • Contextual Marketing Campaigns: These campaigns involve placing trailers, promotion and short-form content in and around associated programming or content. Examples include  on-air or in-service promotion, targeted pre-roll and Youtube videos, and in-theater advertising.
  • Social Media Campaigns: Social platforms like Instagram, X (formerly Twitter), TikTok, and Snapchat have proven invaluable for brands seeking to engage directly with audiences. Marketers have used creative campaigns such as hashtag challenges, live streams, and behind-the-scenes teaser videos and have even created misinformation and false news content to influence users to investigate the campaign.
  • Influencer Partnerships: Influencer partnerships closely coincide with social media campaigns. Collaborating with influencers who align with the brand’s values and audience can significantly boost the credibility and reach of entertainment content. Influencers offer authentic endorsements, creating a more relatable and engaging marketing message to their audience of followers.
  • Viral Marketing: Crafting content with the potential to go viral requires a deep understanding of current trends and audience preferences. Viral marketing campaigns often rely on humor, surprise, or emotional impact to encourage sharing and discussion among the audience members. These marketing campaigns are sometimes difficult to anticipate since the content relies on social media streams to reach new users.

Each strategy requires a creative approach and a deep understanding of the medium and target audience. The most successful entertainment marketing campaigns are those that are not only innovative but also authentic, resonating with audiences on a personal level.

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Viewpoint Creative’s Role in Content Creation & Branded Entertainment Marketing

Creating thoughtful and engaging content and branded entertainment that makes an impact can be more challenging as artificial intelligence tools begin moving into the video production space. But these tools assist, they don’t replace human-led creative development. Intelligent and creative solutions made for and by real people will never go out of fashion. As the entertainment marketing landscape evolves, partnering with experts who understand the intricacies of this field becomes invaluable. Viewpoint Creative offers creativity, expertise, and innovative solutions to help brands create impactful narratives.

Creating content that connects is what makes Viewpoint Creative unique. Contact our team today.

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