Far too often, the media industry overlooks people of color and youth as primary audiences for documentary film, or flattens them into monolithic buckets. When strategists craft messaging and tactics that account for ethnic identity, region, language preference, political affiliation, gender, and age, they reveal a complex matrix of tastes within and across diverse communities that can be leveraged to reach new audiences.

Experiment 2

Leveraging Digital Ads & Youth Creators for Short Films

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Learning Goal

What creative digital marketing strategies are effective for reaching young audiences and how do they engage with documentary content?

Approach

This experiment tested the power of boosting three short documentaries, each by a young filmmaker of color, by engaging TikTok influencers to promote and share them?

Key Takeaways

  • 7.1%

    engagement rate
    (TikTok avg is 4-6%)

  • 46

    seconds spent with a TikTok ad (higher than the platform average)

  • 1.5-16.1%

    save rate (TikTok avg is .1-.5%)

Featured Films

Bad Memory

Directed by Justice for My Sister supported filmmaker

Native Plants

Directed by Justice for My Sister supported filmmaker

Balik/Bayan

Directed by Paula Kiley

Films Nominated by

Justice for my Sister, Visual Communications

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