Marvel’s ‘The Avengers’: How to Be a Facebook Marketing Superhero
If you thought your business’s Facebook page was the coolest one out there, check out what Marvel is doing for The Avengers and think again.
It’s safe to say Marvel is spending a ton of money on all kinds of advertising for this movie, social media included. I joined the Avengers fan page on Facebook in late 2011, shortly after the first trailer for the movie was released. Now boasting over 1 million fans, the page is my go-to spot for Avengers news and promotions.
Why? Because Marvel knows how to make full use of Facebook and to reward fans for following the film.
We don’t all have the budget that Marvel does, but that doesn’t mean we can’t learn by example. Here are a few Facebook marketing tips gleaned from Marvel’s The Avengers fan page:
Post regularly, but don’t spam.
Marvel posted every couple of days back in late 2011 after the first trailer came out. Now, as the movie release date approaches and buzz is sky-high, there’s new content every day, sometimes every few hours.
Fans won’t visit your page unless you actively post on it. How frequently you post will depend on what kind of business you are and what content you have to offer — just make sure you post often enough to keep your fans interested, without over-saturating their newsfeed.
Share interesting content.
Marvel posts movie posters, trailers, TV spots, and behind-the-scenes photos, as well as special announcements, discussion questions, and references to the comics. All those photos and videos also create a visually appealing page.
Posting regularly is important, but just as important is sharing something your fans actually care about. Mix up the type of content you post (status updates, links, images, etc.) to give your page variety and interest.
Most of the material Marvel shares is accompanied by a question. “What’s your favorite scene in this new trailer?” “Do you think the Avengers make a good team?” Hundreds of fans “like,” comment on, and share every tidbit Marvel provides.
Give your fans a reason to engage with your content. When fans interact with you and with each other, they will become more invested in your brand and spread that passion to others.
Offer exclusives to your fans.
Some lucky Facebook fans (myself included!) attended early screenings of the film.
The Avengers hits theaters in the U.S. on May 4th, but fans of the Facebook page were offered a chance to see a free screening on April 14th — three weeks before the rest of the country. Marvel also recently ran a contest in which colleges and universities could compete for an early screening of the film.
Reward your fans for following your page by giving out exclusives and freebies. You might try a Facebook-exclusive coupon, contest, or giveaway to draw people to your page and keep them there. Just be sure to check Facebook’s rules for such promotions before starting anything.
I’ve probably spent more time on Marvel’s Avengers fan page in the last few months than on any other brand’s page in recent memory. Are there other Facebook fan pages that impress you? What else is important when maintaining a Facebook page? How excited are you for The Avengers?