Analyzing the Professional Social Media Page of Stranger Things
The official Stranger Things Instagram page has been designed for promoting the series which is one of the media conventions that come with the high-budget properties. The profile picture itself includes a distinctive, artistically rendered black and red logo that clearly conveys the show's dark sci-fi genre and its already established brand identity. Right underneath the follower count (20.8M, which shows the great audience engagement) the release dates of the last season (one last adventure, Volume 1: November 26, etc.) are all clearly stated. This is the most important Call to Action , which is also the main source of information for the corresponding big fan base.
Using Highlights is very effective and also a great layout convention. These round icons represent categories for the page's contents and allow the followers to go straight to the part of the content that interests them. For instance, "ST5 PREMIERE" and "ST: TFS" (The First Shadow) are clearly creating audience expectations by dividing promotional content for different products like the new season vs. the stage play. This feature serves as an archive that allows the most important promotional content to be always visible, no matter how far down the feed it was originally posted or when it was posted. Importantly, the icons themselves are made of the unique, often creepy, visuals (e.g., the silhouette of the Demogorgon), thus the show's aesthetic is carried through the entire profile.
The Engagement Strategy is based on fan participation and insider access, rather than simple show clips. The main feed with three columns that is located below the Highlights is where this strategy is realized. The team is constantly sharing Behind The Scenes content, including casts pictures, set tours, and blooper reels. This is a very important engagement technique because it gives the viewers a feeling of authenticity and uniqueness, which makes the characters appear as living persons and bolsters the one-sided relationship between the viewers and the stars. The account also regularly posts fan edits and User Generated Content in the tagged and Reels sections. By emphasizing fan artwork, the page not only recognizes but also the creativity of the fan community, thus further encouraging the discussion and content creation which effectively turn the audience into free marketers of the show. The content mix combines higher quality production stills with casual, candid BTS for emotional connection which guarantees that the huge follower base is simultaneously thrilled and engaged and always ready for the next adventure.
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