November 19, 2014 09:00 ET

Hollywood Turns to Social Media to Promote Movies for Young Adults

Video Marketing Company Modulates Touts Statistics Showing Power of Social Media to Capture Attention of Younger Viewers

SANTA MONICA, CA--(Marketwired - Nov 19, 2014) - As young adults and people of all ages shift their viewing patterns to watching videos online, Hollywood is taking note by creating innovative marketing campaigns targeting social media. Young adult themed movie If I Stay, which is adapted from a popular book, became the latest movie to take advantage of social media, taking in more than $16 million in its opening weekend.

If I Stay cultivated fan engagement months ahead of the movie's release date. Fans were encouraged to enter into a dialogue with the studio, stars and each other about the movie, sharing their favorite moments from the movie trailer and creating GIFs. The studio let fans create and then vote on an alternate movie poster and fan-created trailer. Industry insiders pointed to the campaign as a successful campaign that built momentum for the film well in advance of the traditional television trailer spots.

The campaign's success was no surprise to Nouriel Gino Yazdinian, the founder of, a video streaming platform that specializes in facilitating viral video campaigns. "Research shows that peer reviews are incredibly important in establishing excitement and credibility in a brand or product," said Yazdinian. "This is especially true among the younger generation, who value what their friends have to say about a product more than any other source of information. Viral videos, hashtag campaigns, contests and other tactics are the perfect choice to reach these young consumers."

Modulates allows individual publishers to create video testimonials about products and services, upload the videos the website and then promote the videos across social networks. Marketers can conduct video campaigns complete with custom messages, click-to-buy, branding, and more. Research has revealed that online videos are much more effective at getting consumer attention than traditional advertisements using links and banners. More than 80 percent of people will watch an online video, while only 20 percent are willing to read text.

A 2012 survey by the Pew Research Center's Internet & American Life Project revealed that young adults are more likely than others to use social media. People under 50 are particularly likely to use a social networking site of any kind, and those 18-29 are the most likely of any demographic to do so, with an astounding 83% frequently engaging with social media. Women are more likely than men to be on these sites, while those living in urban settings are also more likely than rural internet users to use social networking.

"With statistics like these, movies would be foolish to ignore the power of Internet campaigns to build awareness an anticipation of their releases," said Yazdinian. Companies that want to reach out to young adults can use the analytical tools offered by Modulates to tailor social media campaigns to a specific audience, manage its sweep over social networks and monitor its effectiveness. The company has worked with several Fortune 500 brands to create viral video capabilities.

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