As we know research is very important to this project and one of our main components is creating a social media to promote our production. When thinking about a documentary and as I am an avid watcher I knew many of them didn't have a heavy social media presence. I also knew if they did they would most likely be on Instagram and even though that's where I found all these documentaries it was tough. I searched popular documentaries and there was nothing or a small amount of posts on the distributers page rather than having their own.
Media text: Abstract (once again!)
Social media tool: Instagram
Abstract focuses on exactly what you would expect it to, the different art forms the episodes focus on. They show off the artists with clips or images from the episodes as well as delving deeper into quotes from those featured. Along with this they repetitively post the same artists, but differentiate it by choosing different imagery and graphics.
Description of how branding is developed (or not):
This most definitely helps build the brand of the documentary. They convey how important artists and their work is no matter the form. One part that confused me is that none of their season one material is on their Instagram. While this may have been due to the fact that they made the page after the release of their first season I think if they had posted content from the previous season. This would introduce people new to the page what the series focuses on and what they can expect to see in the second season. They also may have cleared the page for their second season and if they did I think that choice would only harm the continuity of the series.
Analysis of how you will use this to develop your own social media presence:
Abstract is one of our main inspirations for the portfolio project and it's also why we will most likely choose Instagram. Our "investigation" into different mediums mirrors the purpose of Abstract. We want to showcase our episodes and their subjects and we will most likely follow their posting strategy. The photography along with graphics use keeps the page fresh and full of different-looking posts. Even with all the different images and colors it ties together with their logo that uses all these colors. We hope to follow this as well and choose colors we think we can use to help build our brand.
Media text: Chef's Table
Social media tool: Instagram
Description of types of posts:
Once again Chef's Table Instagram features posts that you would expect and as I'm writing this it's making me really hungry. The posts come in series which follow the upcoming episodes. They are essentially bursts in the feed that slowly build to clips that introduce the new episode. The posts highlight the food being created as well as the chef's who make them.
I would say they did a great job developing their brand. They clearly demonstrate the main points of the documentary which are the chef's stories and the food they create. As I previously said the series has many seasons and as you scroll through their Instagram it is made clear what they are trying to get across to you in each season. Some seasons simply focus on different chef's while season four is specifically on pastries. They use a series of posts along with grid takeovers that create a large picture across the page.
Analysis of how you will use this to develop your own social media presence:
I love the grid takeovers they used and think it would make our social media visually appealing. It makes it clear to the viewer what they are going to be watching without them having to do much reading. The stories are being told visually and make the experience of scrolling through their Instagram much better. I'm thinking we could follow their lead and do a series of posts as well since they help people to genuinely understand what they will be watching.
Media text: Our Planet
Social media tool: Instagram
Description of types of posts:
These types of posts differ from the two previous episodic documentaries. Instead of focusing on different episodes they focus on different animals. They also use memes to make their posts more appealing along with many videos showcasing the animals.
Description of how branding is developed (or not):
I'm getting quite repetitive, but I promise I'm being serious they really do develop the brand well. Their focus is animals and they deliver. If I am able to make my brand this distinct it would make me feel great about the project. There's not much to say they built a strong brand through their social media. Through the use of videos, graphics, and photos the animals are shown off and intrigue those viewing their page to learn more about them.
Analysis of how you will use this to develop your own social media presence:
My goal would be to develop a strong brand like Our Planet. Their brand is clear and it's to their benefit as they can make funny posts while being educational at the same time. An interesting Instagram that still develops and coveys a brand is our main goal and hopefully, we will be able to incorporate things like humor into our social media.
Did you notice the similarities throughout this; I did! The first similarity is the same social media platform and after doing this research I realized that Instagram is most definitely the most popular platform for documentary promotion. This is most likely because of the fact that these are non-fiction pieces so the people within them can't really be interviewed on the topic since that's the whole point of the documentary. With actors, they can participate in trends on other platforms like TikTok, but with this documentary, that type of branding just doesn't make sense. The second similarity is that they are all on Netflix. When searching for documentaries with social media as I said previously it proved to be difficult. Their similar style of branding may be due to the fact that they are all featured on Netflix. In simple terms, it's been made clear that Instagram is our best course of action and we will have updates soon on the creation of our page as we are getting started way sooner than planned.
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