Sub-Niche Marketing
Understanding Niche and Sub-Niche Markets in Film
A niche market is a segment of a larger market defined by its unique needs, preferences, or identity, distinguishing it from the broader market. In this context, the broader market is "movies," while the niche market is "independent films." A niche market can grow so large that it may appear mainstream, like independent films, but it remains a niche.
Within the independent film niche, there are smaller groups known as sub-niches, like "Documentary Films," "Horror Films," and "LGBTQ Films." Identifying and targeting these niche and sub-niche markets is crucial for effective marketing and audience engagement.
The Power of Hashtags on Social Media
A hashtag on social media is a powerful tool that transforms a word or phrase into a clickable link, creating a virtual community around that topic. By using a hashtag, users can join conversations, share content, and engage with others who have similar interests. It connects people across the globe, allowing them to explore and contribute to a collective stream of posts.
​
For example, when filmmakers use hashtags like #IndieFilm or #Documentary, they become part of a vibrant community of creators and enthusiasts who share and discover new content, support each other's work, and stay informed about the latest trends and events in their niche. This communal aspect of hashtags fosters engagement, collaboration, and a sense of belonging among users.
Why Hashtags on Instagram Are More Effective Than on Facebook
Connecting with hashtags on Instagram is more effective than on Facebook because Instagram's platform is designed to maximize content discoverability through hashtags. Instagram users actively search and follow hashtags to find content that aligns with their interests, leading to higher engagement and organic reach. Additionally, Instagram's algorithm prioritizes posts with relevant hashtags, enhancing visibility and connecting users with specific niche communities. In contrast, Facebook's hashtag system is less developed and less commonly used by its user base, making it less effective for targeted engagement.
How OPPRIME.tv Leverages Hashtags on Instagram for Independent Filmmakers
To maximize each post on Instagram, we created specific sets of hashtags: the "filmmaker" hashtag group and the "cinematographer" hashtag group.
​
-
Filmmaker Hashtags: These are filmmaker and director-centric, focusing on the business side of the filmmaking industry.
-
Cinematographer Hashtags: These are geared towards people behind the camera, utilizing tools of the trade like cameras, lenses, lighting, and sound equipment.
Filmmaker Hashtag Set
#film #films #movie #movies #filmfestival #filmfestivals #festival #festivals #filmfest #shortfilm #shortfilms #filmmaker #filming #filmmakers #filmmaking #director #directors #indiefilm #indiefilms #indiemovie #SupportIndieFilm #indiefilmmaking #indiefilmmaker #featurefilm #documentary #independentfilmfestival #independentfilm #virtualfilmfestival #shortfilmfest #peliculas
Cinematographer Hashtag Set
#cinema #cinematographer #cinematography #screenwriter #filmphotography #independentfilm #independentfilmmaking #independentfilmmaker #Setlife #FilmProducer #PostProduction #vfxartist #shotonred #DoP #dp #filmlife #onset #lighting #cameras #preproduction #productionlife #reddigitalcinema #stillframes #PostProduction #vfxbreakdown #visualeffects #cgi
OPPRIME.tv: Leveraging Hashtags to Maximize Film Exposure
Every hashtag in each group has been tested and selected for multiple reasons. Popular hashtags like #filmmaker or #cinematographer have huge followings with millions of users on Instagram. While promoting our filmmakers to these large communities is important, a single post can get lost in the vast sea of content.
Therefore, we also include hashtags with smaller, niche communities like #supportindiefilm and #productionlife, as these audiences increase the chances of our posts being seen. By combining popular hashtags with niche-specific ones in every Instagram post, we ensure our content reaches a wider audience while connecting with highly targeted communities. This strategic approach increases visibility, boosts interaction, and enhances our overall social media presence.
​
Creating a customized hashtag is not advisable unless you are prepared to build a community around it from scratch. Instagram allows up to thirty hashtags per post, so it's crucial to research each hashtag's popularity and size. Here’s how we created hashtag sets to maximize engagement:
​
-
Select five hashtags with a population of 500K to 1 million posts.
-
Select ten to fifteen hashtags with a population of 10K to 500K.
-
Select three to five hashtags with smaller populations that have specific relevance to your film's sub-niche.
By strategically choosing these hashtags, you can effectively reach and engage the most relevant audiences for your independent film, ensuring your content stands out and connects with the right viewers.
How OPPRIMEtv Maximizes the Visibility of Each Instagram Post
Our filmmaker and cinematographer hashtag groups contain a mix of large, medium, and small communities. We have two main Instagram pages: @opprimetv and @opprimetv_short. Every time we post a filmmaker's marketing content, we post it on both pages. On one Instagram page, we use the filmmaker hashtags, and on the other, we use the cinematographer hashtags. This strategy ensures that each post appears in all communities, maximizing visibility and engagement.
Genere, Niche Specific & Identity-Based Hashtags
Currently, the most developed independent film sub-niche communities are Horror, Documentary, Animation, and LGBTQ. The most developed identity-based and gender-specific communities in independent film are those of black filmmakers and female filmmakers.
​
By strategically utilizing these hashtags, OPPRIME.tv effectively promotes filmmakers and films to their respective communities, enhancing their online presence and reach. This targeted approach ensures that films receive the attention they deserve from audiences most likely to appreciate and support them.
Identity & Gender Specific Hashtags
Black Filmmaker Hashtags
#blackfilm #blackfilms #blackfilmmakers #blackcinema #blackmovie #blackmovies #blackactor #blackexcellence #blackgirlmagic #blackactress #blackfilmfestival #blackfilmdirector #blackwomeninfilm #blackownedbusiness #blackart #blackartist #blackartmatters #blackartistsmatter
Female Filmmaker Filmmaker Hashtags
#womeninfilm #womeninfilms #femalefilmmaker #femalefilmmakers #femalefilmmakerfriday #womenfilmmaker #womenfilmmakers #directedbywoman #directedbywomen #femaledirector #femaledirectors #femalewriter #femalewriters #actress #actresslife #womendirected #womenfilmmaking #femalewriter #womenwriter #womenwriters #femalenarrative #femaleproducer #femalestories #femaleempowerment #womenempowerment #womenofhorror #womeninhorror
Horror: Niche-Specific Hashtags
#scary #scarymovie #horror #horrormovies #horrorfilmmaker #horrorjunkie #horroraddict #horrorfilm #horrorfanatic #gore #horrorfilms #creepy #horrorlover #scarymovie #gothic #slasher #dark #evil #darkness #filmfestival #horrorfilmfestival #horrorfest #horrorfestival #indiehorror #indiehorrorfilm #indiehorrorcinema #womenofhorror #womeninhorror
Animation: Niche-Specific Hashtags
#Animation #Anime #AnimatedFilm #Cartoon #2DAnimation #3DAnimation #AnimationArt #Animator #AnimationMovie #AnimationLover #AnimeArt #AnimationStudio #DigitalArt #CharacterDesign #AnimatedShort #AnimeFan #AnimationCommunity #StopMotion #MotionGraphics #Manga #AnimationDaily #AnimeDrawing #AnimationFan
Documentary: Niche-Specific Hashtags
#Documentary #DocumentaryFilm #DocuSeries #DocumentaryPhotography #DocumentaryFilmmaking #DocumentaryMovie #DocumentaryLover #TrueStory #NonFiction #DocLife #RealStories #DocumentaryFeature #DocFilm #IndieDocumentary #SocialDocumentary #DocumentaryProject #HumanRights #EnvironmentalDocumentary #HistoryDocumentary #InvestigativeDocumentary
LGBTQ: Niche-Specific Hashtags
#LGBTQ #LoveIsLove #LGBTQCommunity #Pride #LGBTQRights #Queer #LGBTQVisibility #LGBTQSupport #Equality #LGBTQIA #LGBTQLife #LGBTQStories #LGBTQVoices #LGBTQCulture #LGBTQFilms #LGBTQRomance #LGBTQDrama #LGBTQComedy #LGBTQDocumentary #TransgenderStories #LGBTQBiographies #QueerComingOfAge
Inadequacies of Facebook Business Manager for Paid Ads
Instagram, owned by Facebook, is integrated with its parent platform, enabling seamless content sharing and promotion across both networks. However, certain features of Instagram's integration make its paid ads more effective than those on Facebook. While Facebook Business Manager offers tools for managing posts, ad campaigns, and performance metrics on both platforms, it lacks niche specificity. We recommend using Instagram's native advertising feature, Instagram Boost, for paid marketing. This allows you to boost directly from your post on Instagram, making the process of executing the marketing campaign easier and more user-friendly. Learn more about the advantages of Instagram paid ads on our page: “Instagram Paid Ads."
​Facebook, like other social media platforms, is inadequate in niche specificity for marketing to the independent film world. To see this, go to Facebook Business Manager and select tags related to independent films. The photograph below displays the only options related to independent filmmaking tags offered by Facebook Business Manager. The tag options Facebook fed to us that most closely fit independent filmmaking are: Independent Film, Filmmaking, Cinematography, and Film Editing. ​Facebook also fed us the Sundance and Venice Film Festival. Interestingly, these tags are more closely associated with Hollywood movies, highlighting the platform's inadequacy in catering to independent film niche markets.
Facebook Business Manager analytics provide insights into ad performance, but their use of hashtags is limited compared to Instagram. When we search for film festivals, Facebook primarily shows Hollywood film festivals, ignoring the 15K independent film festivals listed on Film Freeway. In contrast, Instagram leverages hashtags more effectively to enhance content discoverability and engagement. Instagram users actively search and follow hashtags, making them powerful tools for targeting niche communities and increasing organic reach.
Using Film Festivals to Target Sub-Niche Audiences in Independent Film
Another great way to target and engage sub-niche populations within the independent film community is by connecting with them through their preferred genre festivals online. For example, if you want to connect with horror film fans, follow horror film festivals. If you want to reach slasher movie enthusiasts, engage with slasher film festivals—yes, they exist! The independent film festival industry is rapidly developing to satisfy the diverse movie genres that fans want to see.
​
By following and engaging with these specialized festivals online, you can directly interact with passionate audiences and build a dedicated following for your film. Platforms like Film Freeway, listing over 15K independent film festivals, make it easy to find and connect with niche festivals. This approach ensures your marketing efforts are focused on reaching the most relevant and enthusiastic viewers in the independent film community.
What We Do — We Help Filmmakers Win the War of Art
We empower artists on the business side of their creative endeavors, helping them turn their artistic vision into a successful enterprise. We partner with creatives—filmmakers, producers, and media entrepreneurs—who have the vision to break new ground in the film and media industry.
-
Reaching Global Audiences: We ensure your film connects with audiences worldwide on our video-on-demand (VOD) platform that streams award-winning films (www.opprime.tv).
-
Monetizing Your Film: We help filmmakers maximize revenue from their films.
-
Breaking into Hollywood: We support creatives in breaking into the top tiers of Hollywood—whether as film distributors, launching channels or networks for original programming, or creating streaming podcasts and TV shows.
Your Dreams Matter
We offer you a free consultation because we care about your dream and want to help you carry it forward. Without a solid plan, success slips through your fingers. With OPPRIME.tv, we sit down with you, listen to your story, feel your vision, and guide you toward real results. Whether you're taking your first step or have walked this path before, we’re here to walk beside you now!