In the current generation, where people are a lot busier, being engaged in a lot of work and tough schedules, they barely have the time to wait for something to see it or invest their attention, unless they get that spark of interest. This follows in social media also, where generally short-form content is preferred, else the content most of the time gets ignored or overlooked.
Amidst this scenario, the film promotions have undergone a dramatic transformation. Earlier, posters, trailers, and hoardings were enough to generate the buzz around an upcoming movie, and if the movie featured a well-known star, people would go nuts. Agencies are investing heavily in short-form content (15-30 seconds) on Instagram and TikTok Reels, creating trends that millions follow and promoting films indirectly
But how does this whole process work? We will dig deep into it in detail here.
The Rise of Short-Form Content in Film Marketing
Instagram and TikTok have become mini-entertainment ecosystems, launching trends, creating stars, and promoting films, showcasing their power beyond just lip-syncing and dance videos.
So why are these platforms on demand?
Reach – With most people now spending their time on social media, promoting films through Instagram and TikTok reels can reach millions of people around the world
Engagement – Viewers not only see the reels but also engage with the content, which means they comment, share, remix those reels, and recreate their content
Virality – On social media, content has great potential for virality, as a single catchy phrase or a dance step can eventually spawn thousands of user-generated videos
Hence, these are the aspects that make short-form videos ideal for film marketing, especially when the target audience circles younger, mobile-first audiences.
A Game-Changer for Bollywood and Indian Cinema
Concerning the fact that a huge population of the country is under 30, the idea of promoting films via social media and short-form content thrives better, and its alternatives like YouTube Shorts are also reinforcing the social media algorithm of making content go viral.
“Bollywood films rely heavily on social media and reels to create viral trends.”
Jawan
The 2023 film of Shah Rukh Khan was among the most successful films in the period, grossing over 1000 crores worldwide. It not only used Instagram and TikTok reels as a favorable way for their promotion, but since the trailer launched on YouTube, the dancing steps of SRK in the iconic song – “Bekarar Karke Hume” made people go crazy, and eventually, there were tons of reels with people attempting to do the steps, and promoting the film consequently.
Rocky Aur Rani Ki Prem Kahani
Another big hit of the same time featured Ranveer Singh and Alia Bhatt in Rocky Aur Rani Ki Prem Kahani, which shaped a trend on social media and reels with its signature step from the infamous song, “What Jhumka?” The song, and especially the hook step, hugely catered to the young audience and eventually propelled the song onto trending charts.
Stree 2
Aaj Ki Raat’ from Stree 2 was a massive hit, with Tamannaah Bhatia’s iconic hook steps inspiring countless TikTok reels
Animal
Ranbir Kapoor’s ‘Animal’ raked in over ₹900 crores worldwide despite some criticism Dialogues like “Main jaanwar hoon” became audio trends on TikTok-style apps, widely used in fitness, fashion, and motivational content.
Targeted Promotions: Not Just Buzz, But Smart Strategy
Promotions are not just a scene from the movie to create a buzz; rather, it is being carefully tailored. Filmmakers segment their audiences as on their interests and preferences, and work on providing the targeted content for them.
Tier 1 city viewers – Content for them will generally be related to fashion or some sort of glamor reels.
Tier 2 & 3 towns – Content here is generally dialogue-based, which highlights the family appeal.
Regional Audiences – Content of the film in their local languages or adding subtitles, eventually catering to a wider audience.
This type of promotion is way cheaper as well as effective, compared to TV or print promotions.
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Influencer Marketing: The New Film PR Army
The concept of the film stars solely promoting their movies has long been replaced with strong PR’s dwelling in the market. Actors, actresses have PR’s hired for themselves, and there are also several PR agencies that play a huge role in film marketing, often hired to create Reels or participate in trend challenges.
Influencers and PR Agencies get access to the songs and related stuff before the release.
They create content that not only feels authentic but also resonates with the common people.
And their followers eventually like the content, follow the same trend, and eventually it has a chance to go viral.
For the blockbuster movie, Chhaava (2025), several Marathi influencers worked on recreating content from the movie, which consisted of some historical looks and posted “Then vs Now” transitions using the film’s score, thus making people aware of the film and promoting it as well indirectly.
Reels and TikTok as Creative Launchpads
People might think that this type of micro-content is just reinforcing the efforts of film promotion, but they are actually the primary platform where the content of the films goes through as a test before the release.
Several teasers of movies can be seen in Instagram reels and micro content of those trailers in TikTok videos.
Songs from those films are also checked through some dance challenges.
Dialogues are also injected into audio tracks, which can be accessed by the common people when they follow the film’s trend.
The Trend Loop: When Audiences Promote Your Film
And the best thing about Instagram reels and TikTok promotion is that, when a trend is already set, the audience themselves promote your film through the user-generated feedback loop.
The movie features a catchy dialogue from the protagonists, a look, or can also be a dance step.
Subsequently, people who like it will replicate it with their own ideas via Reels/TikTok.
These are primarily user-generated content, as users are generating it themselves, and have the potential to go viral.
Subsequently, media outlets pick them up, giving them free PR.
The original film trend returns to the top of the feed.
This cycle can continue for weeks, sustaining buzz well into the film’s second or third weekend, which is crucial in today’s short attention economy.
Impact on Box Office and Word of Mouth
Many film marketers initially saw Reels and TikTok trends as “vanity metrics” — good for likes, not for ticket sales. But recent films have proven otherwise.
A well-executed social media campaign can:
Boost opening weekend occupancy, especially among Gen Z and millennials
Increase Spotify/YouTube music plays, keeping film songs trending longer
Elevate streaming revenue, as viral films often trend again during OTT releases
Cross language barriers, reaching non-native speakers through dubbed audio Reels
These effects are particularly crucial for films that lack star power but have strong content.
Global Influence: K-pop, Hollywood & Indian Films
Indian film promotions on Reels and TikTok are also taking cues from global pop culture. K-pop agencies choreograph songs with dance moves specifically designed for viral clips.
Hollywood franchises like Barbie (2023) and Wednesday have embraced TikTok trends like outfit transitions and theme dances. Bollywood is slowly catching on, hiring social media strategists who study algorithm patterns and tailor campaign calendars accordingly.
In short, marketing now starts at the storyboard level, not just post-production.
Bottom Line
Instagram Reels and TikTok-style content have democratized film marketing. Audiences are no longer passive recipients of trailers and ads. They are participants, co-creators, and amplifiers of a film’s buzz. This shift is not just a marketing revolution — it’s a cultural one. And for filmmakers willing to adapt, it offers a creative playground where imagination, algorithms, and entertainment collide. The reel is real — and it’s here to stay.
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