Lionsgate is a production company responsible for many successful films and television series. This includes the Twilight and Hunger Games franchises and more recent films such as The Housemaid or Now You See Me: Now You Don’t. Lionsgate is very active on social media and has tailored each channel to best connect with its audience.
Liongate’s Voice
Lionsgate accounts heavily use their logo image of the clouds, this is the profile picture for many of their accounts. They stick to a clean and professional look across accounts. Lionsgate often uses the tagline for the movie within captions and marketing. For the movie Michael, Lionsgate used the phrase “His story begins.” within two seperate captions. One for a video sharing the trailer and when they announced Michael will be played in D-BOX in theaters. Lionsgate mostly uses the color of blue within logos and marketing images.
Lionsgate’s Instagram is aimed towards a general audience. The account posts content such as movie trailers and teasers, posters and interview content with cast members. Instagram is used to share official content and promotion for upcoming films. This account posts content on recent and upcoming releases; it does not often feature content from past media. All pinned posts are of teasers and trailers, showing their priority on publicity.
X and Facebook
Both X and Facebook post similar content, including the content from Instagram, trailers and posters, alongside extra information. Additional posts, like reposting a movie theater’s specialty popcorn bucket or a partnership with Snapchat, are common on their X and Facebook. Facebook is also a place they share production announcements by reposting or uploading articles that share about upcoming movies or series.
TikTok
Lionsgate’s TikTok is most different from their other channels. They post edits, just like the site’s popular fan-made tributes to media, that focus on their catalog of movies and series. They connect with their audience by creating content that they know receives traction with fans. Lionsgate also continues this enagagement into comment sections, by being responsive to users who have commented. Lionsgate connects with fans of their movies by entering the culture that surrounds fandom. One of Lionsgate’s most popular TikToks is an edit for the upcoming Hunger Games movie. Lionsgate had released the trailer that morning, meaning fans had not had time to edit to it. Instead of relying on other editors, they are creating the type of content that would be otherwise user-generated.
LinkedIn’s posts are about the company itself, not the media it creates. This follows the natural audience that Lionsgate has on LinkedIn, as people are more interested in the professional and executive side of the company. Posts on LinkedIn vary between seasonal highlights and events, but much of their content is on job openings.
Lionsgate’s Approach to Social Media
Lionsgate has a strong social media presence that connects to each platform’s audience. This allows for an authentic and varied approach. Their content slightly differs on each platform; they create content within each channel’s voice.
