Which UK cinema is creating award worthy social media content?

userby Amy Rountree

Another year, another three hundred hour Oscar ceremony done. Hot on the heels of the BAFTAS, the Golden Globes, the SAG, and all the other acronym awards, we now all know who in Hollywood has been given the ultimate pat on the back.

If this year’s award season has enticed you off your couch, away from Love Island/Netflix/paint drying and into your local cinema (you won’t regret swapping out The Irishman for Jojo Rabbit or The Farewell), you’re not alone. Maybe* is a big fan of all things movie-related, and we’re total cinephiles as well.

With that in mind, we decided to take a look at what the UK’s cinema chains have been up to on social media. Two chains, two completely different experiences, and two different audiences, but ultimately selling the same product. How are they using social media to set themselves apart?

Looking at the insight through February 2020

OrganisationFollowersPostsEngagementsAvg.posts per dayAvg. engagement on each postAvg engagements per day
Cineworld1M663.7k556264
Everyman Cinemas90.7k412.6k363185

All data collected from January 30 - February 12 2020. Data correct as of the time of collection and may not reflect the impact of any paid media support, or data accrued since.

Cineworld

Cineworld is one of the UK’s largest multiplex cinemas. With sites in retail and leisure parks, shopping centres and on high streets, the chain enjoys one million social media followers across Facebook, Instagram and Twitter.

Cineworld posts on average five times per day. Each post, on average, earns 56 engagements.

Cineworld earns the most engagement from Facebook with updates delighting fans with first looks at trailers, special screenings and the latest releases. Cineworld handles its customers’ queries via Twitter while Instagram sees the Cineworld team bringing a little creativity and user generated content to the pick n mix.

The Maybe* See What Works Report for Cineworld

See what works

The Maybe* What’s Being Said Report detailing the most common words and phrases used by Cineworld in its social media content.

See what's being said

 

View this post on Instagram

 

A post shared by Cineworld Cinemas (@cineworld) on

 

 

View this post on Instagram

 

A post shared by Cineworld Cinemas (@cineworld) on

Everyman

Everyman is a smaller cinema chain with a loyal film-loving audience. Offering a more boutique cinema-going experience and catering to the tastebuds beyond the usual popcorn fare, Everyman cinema also ensures a varied and indie film slate gets screen time. With 90,000 social media followers Everyman is active across Facebook, Twitter, and Instagram.

Posting a little less than Cineworld, on average three times per day, the brand enjoys slightly higher engagement per post. Content is very similar across cinemas - trailers and showtimes etc, however Everyman is able to successfully spotlight the in-theatre experiences they offer via Instagram.

The Maybe* See What Works report for Everyman.

See what works

The Maybe* What’s Being Said Report detailing the most common words and phrases used by Everyman in its social media content.

See what's being said

 

View this post on Instagram

 

A post shared by Everyman Cinema (@everymancinema) on

 

View this post on Instagram

 

A post shared by Everyman Cinema (@everymancinema) on

The key takeway

Cinema is a great example of an industry with a lot of great content at its fingertips. Posting frequently with plenty of variety means cinema chains are spoiling fans with a great choice of film fanatic images and video to keep them engaged and entertained. However it can be hard for cinemas to differentiate themselves when they all use the same trailers or film artwork. Using a strong brand experience, offering exclusives and creating a sense of community through loyalty offers or local showcases and screenings enables both Cineworld and Everyman to communicate in their own relevant and authentic way.

Maybe What's Being Said report identifies the important conversations your audience are having on social media. When you know what people are discussing, in real-time, you can join the right conversations now and learn how to spark the ones that will matter tomorrow.  Get started for free.

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