Why Press Still Matters in a Social-First World
It can be tempting for indie filmmakers to rely solely on social media for promotion considering the current era of quick-cut Reels, a wall of trending hashtags, and the dopamine rush of an instant burst of social notifications. Despite the dominance of digital channels, forms of traditional press coverage like reviews, features, and interviews still continue to stand strong and play a vital role in building lasting credibility, opening doors, and reaching wider audiences.
Why is this?
Credibility & Reach
Traditional outlets carry both longevity and weight, because a review from a respected newspaper or trade journal, even today, signals validation and permanence.
Moreover, landing features can provide filmmakers with a piece of “earned media” that then can be repurposed across socials, newsletters, and press kits anyway, transforming one article into multiple audience touch-points.
Complementarity, Not Competition
Traditional press and social media don’t have to be rivals—in fact, they can be partners. A social-first campaign may accelerate garnering attention, but press coverage adds depth and may allow for grounding the story firmly in its context.
Here’s an example: You might drop an Instagram Reel or a Tiktok in the lead-up to a festival screening, and then follow up a local newspaper profile of the Director, because sandwiching the two can strengthen your marketing narrative.
Practical Impact for Indies
Most independent films work with lean budgets, so press efforts should ideally provide high-impact exposure within a reasonable budget.
A well-placed feature in a niche film outlet or regional arts section may drive local screenings, boost festival accolades, and perhaps even attract distributor attention.
Additionally, socials can help galvanize immediate engagement and community building.
Campaigns that blend both well, encourage filmmakers to say: “We’ve got social buzz + the critics are talking too!”
While social platforms are indispensable for speed and circulation, the credibility and storytelling depth of traditional media still prove to be invaluable. The key is that a balanced approach—where press amplifies social activity and consequently, social energizes press results—is the sweet spot for modern indie film publicity.