Talking to people close to the huge web series successes Anyone But Meand Awkward Black Girl, it seems that both found online magazines which cater to the target demographic for their series. I’ve heard that ifAfterEllen embeds a trailer/episode, you’re pretty much guaranteed 50,000 views … and that’s an audience which includes members of the LGBT blogosphere which is a force in itself. Anyone But Me was on AfterEllen early on in its release. Similarly, Awkward Black Girl may have started its meteoric rise soon after it was on clutch.
Groups never occur to me as a first move. I always figure I’ll just do it myself. But as someone pointed out recently (I think it was Gail Z. Martin in her excellent book ‘30 Days To Social Media Success’) (warning: I’m still reading and taking notes from the book a month later… but I’m a slow reader) “It’s a lot easier to tap into an assembled group than to gather your own.”
A resource you’re probably aware of to help you do this work is the alexa toolbar. If you’ve never heard of this, try it now. You can install it on Firefox and probably on other browsers. An astonishing richness of information for almost any website online is suddenly on your screen: Google ranks, US and worldwide, will be the blue numbers. Click on either of those and in the drop-down you’ll see tabs for Audience (with complete demographics… education, kids/no kids, where they use the internet, age and gender) Related Links and more. For finding online or traditional press, blogs, whatever your target audience is engaged with, the Alexa toolbar is your BFF. For real.
Once upon a time I poo-pooed looking for celebrities or even Influencers to help with promotion. So confident was I that “the cream would rise” (and that I had the cream) and hey, who likes to be rejected or worse, ignored? HA.
Laura Hanna, a colleague (and a subversive filmmaker, editor and sound editor) recommended studying the strategies of Kony 2012, strategies based on enlisting the help of Influencers on twitter. (Google the question ‘How did Kony 2012 go viral’ for more details.) Taking tips from this method, Laura and her collaborators got over 80,000 views in the first days after uploading their Rolling Jubilee video.