Film marketing strategy analysis on social media -- A case study of the film “YOLO”

College of Film, Television and Media, Sichuan Normal University, Sichuan, China, 610068

Abstract

With the development of the current film market and the Internet, it is very important for an excellent film only to have a rich and full plot and its high artistic value. The success of the film is closely related to the marketing and publicity work before and after its release. Based on the massive marketing of “YOLO” on TikTok and Weibo in 2024, this study uses data integration to intuitively analyze its communication effect and influence on the audience. The study found that “YOLO” won greater attention for the film by focusing on “weight loss” through large-scale marketing, and created more discussion heat and national participation for the film by using the interactive mode of “two-way communication”. The factors contained in the film, such as female growth and self-value realization, provided more value for the sustainable communication of the film. The study found that the spread of “YOLO” on social media based on the above multiple dimensions achieved relatively successful marketing, expanded the visibility and attracted the audience's participation, and finally won a high box office. This study provides more methods and angles for reference in the communication of films on social media in the future.