The goal for both Wales International Documentary Festival and Cheap Cuts Short Documentary Festival was to increase the engagement rate for each social media platform, gain a wider audience reach, post more regularly, post engaging and relevant content, and promote ticket sales and festival attendance.

For each festival, we began by discussing with the client what their desired outcome was, how much time they wanted devoting to social media, and what they wanted their online presence to say about them.

We focused on:

  • Target audience
  • Industry relevance
  • Brand management
  • Routine

At the end of our time with each festival, we made sure to discuss the whole process with the clients, leaving them with the tools to continue on with their own social media management during off-peak seasons.

Social Media Handles  (2017)

  • Facebook:@WIDF2017
  • Twitter: @WIDF2017
  • Instagram: @widf17

Engagement rate:

  • Facebook: Growth from 6.72% to 9.15%
  • Twitter: Growth from 0.33% to 2.67% (exc. hashtag use)
  • Instagram: Growth from 4.9% to 30.3%

Audience Reach:

  • Facebook: Growth from a range of 0 – 700 to a range of 30 to 1.9K
  • Instagram: Follower growth from 4 to 101

Post frequency:

  • Facebook:Growth from once or twice a week to minimum 1 post per day / minimum 2 posts per day closer to WIDF17.
  • Twitter: Growth from less than 1 post per week to a minimum of 1 post per day / minimum 2 posts per day closer to WIDF17.
  • Instagram: Growth from less than 1 post per month to approximately 3 posts per week / 1 post per day closer to WIDF17.

Extras:

  • Facebook: Created competitions to encourage post engagement that spanned the three social media platforms, originating with Facebook competitions in WIDF’s first year.
  • Twitter: Promoted the use of #WIDF17 to engage with audience members and other festivals.
  • Instagram: Was seen as a ‘low priority’ for the festival, but gained a following of +100 in our ‘5 day countdown’ period.
  • Other: Kept a strict schedule of posts on Google Drive covering all social media channels, documenting any changes live.

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