Make it stand out.
Pitch deck for Sundance:
Move IG to 30% Reels.
Align release dates with carpet content from those premieres.
Hire a freelancer to edit video content.
Need to be pushing content from the red carpet throughout the year that aligns with the film premieres
Need to start putting a calendar in place so we can actually plan for this stuff (want to hold space for the current workflow, but have content created and scheduled in tandem with the premieres - so much content from Love Lies Bleeding that could have been posted.
Partnership with Super Yaki (in similar vein to what A24 does with Online Ceramics) - should be identifying brands that have a large Gen Z following.
Would like to work in closer proximity with the content team to create long form content that could live on YouTube/TikTok.
Criterion Closet
Talent going through the archives
Sundance Happy Hour
Current major issue with some of the TikTok content: it isn’t shareable or highly rewatchable, it also doesn’t look native to the platform (this isn’t always a bad thing, but these videos aren’t performing well).
We need to synchronize video content across IG and TikTok, even though TikTok really is its own world and in some ways requires a separate strategy: the question is, how can we work smarter and not harder, making video content that can exist and exist well across both platforms.
Daily Recaps performed really badly on TikTok because they instantly did not look “natural” in the TikTok world. They came across as very corporate, which is a no-no on TikTok. IG is the country club, TikTok is summer camp.
How I measure excellence on TikTok: was it saved and liked? Follows are less important to me. We want to make content that people want to hang on to and revisit - people are building their collections on TikTok (no one is going to revisit a Daily Recap the way they were created this past year).
Boy Room (possible partnership with Gymnasium?)
Subway Takes
Make better partnerships out of the TikTokers who attend Sundance - let THEM take us through a day, posting on their own platforms and ours.
Utilizing TikTok stories.
I can highlight about myself that I have a protective attention to brand excellence and detail when it comes to how a brand is being visually presented (that’s why I made the video formatting deck that was used by the social and video editing team). I actually tend to see looking polished as a core part of the social strategy.
The problem with the Daily Recaps is that they looked like an ad (and they are not content people want to save and revisit - only shareable by the filmmakers)
Make TikTok part of a consistent strategy
Identify goals for who is important to reach: what is the “why” behind wanting to reach a younger demographic? What do we want Sundance to be known for?
What is the purpose behind attracting a younger audience? To expand the legacy of Sundance? Do we want them to purchase tickets to the in-person festival? Online?
It also elevates the perceived expertise of Sundance by being good at this kind of platform.
VIDEO CONTENT
2,478,000*
Need to add IG numbers to this.
TIKTOK
PROPOSED 2024/2025 TIKTOK OFF-SEASON CONTENT
Press line footage that aligns with film premiere date.
Recurring format that could function as a stand-alone '“show” (anywhere from 1-3 minutes). It could be something like this. Scroll for more about why this type of content is beneficial.
Implement consistent brand-aligned formatting for all videos (why? I’ll tell you… and then show side by side).
Collaborate with influencers leading up to the festival to talk about what movies they’re most excited about (Cinema Excelsior, CinemaJoe). Get people who actually CARE about the movies, who have an audience that cares about the movies.
Partner with TikTok influencers on the ground at Sundance. Where was all the influencer content from the ground? How did it actually benefit us?
Off-season Long Form Content
DAILY RECAPS
Highly save-able content that feels native to Instagram and TikTok. Why highly save-able? Because we want users to add it to their collection of saved videos and know the Sundance account as a place that consistently provides highly entertaining and highly re-watchable content.
Kareem Rahma of Subway Takes (360k followers and 15M likes on TikTok).
Rachel Coster, host of Boy Room (147k followers and 1.2M likes on TikTok).
A few ways to build upon the Daily Recaps:
While the videos themselves can still be stylized, they should feel more native to the platform itself. Any text/images should have “homemade” quality, and stay away from a corporate look/feel.
Long-form videos that perform well on platforms like TikTok have the feeling of a self-contained “show” - something anyone could stumble on and tune into a “plot” or idea. They should feel less like an ad, and more like a block of quick entertainment (emphasis on quick).
2024/2025 VISION FOR SOCIAL
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Proposed partnerships: Online Ceramics, SuperYaki