#TIFF13: A Social Media Recap

The 2013 Toronto International Film Festival has come to an end. It’s a bittersweet time knowing the work is done after a whirlwind 11 days plus the weeks leading up to Festival but also a relief knowing it’s over for another year.

This year was our strongest yet, with record attendance, and most number of tweets using the official Festival hashtag #TIFF13. We’ve been keeping track since the 2012 Festival ended last year, since then there have been over 220,000 tweets with #TIFF13. We deliberately promoted the hashtag everywhere we could, including in cinema, on marketing materials, across all of our social media channels and in press releases. Everyone from Zac Efron to InStyle magazine were using the hashtag and our Twitter handle (@TIFF_NET).

Zac Efron Tweet

Instyle article featuring the #TIFF13 hashtag

If you want to learn more about who tweeted during Festival, read this article on Canada.com and this study done by MediaMiser.

We knew video was going to play a major part in the overall Festival experience, so we created a unique series of Vine videos to specifically capture some of those exciting moments.

We hosted a Reddit AMA pre-Festival with our programmers, which is essentially a Q & A session where people can ask anything. View the full AMA here.

On the day of the talent announcement, we created and linked to a Pinterest board to accompany the press release that was going out to the media.

Talent Pinterest Board

Lastly, we created a bingo card with fun items to photograph during the Festival. We encouraged guests to tag their Instagram photos with #TIFF13Bingo.

Instagram Bingo

The bingo card that was used to play Instagram Bingo with during #TIFF13.


Vine vs. Instagram Video

Vine and Instagram spliced image

The popular video sharing app, Vine has competition. Once again it’s a showdown between Facebook and Twitter for dominance in the social media arena. This time it’s about micro videos.

Instagram released a 15-second video feature to their already popular app, with a current base of 130 Million users to Vine’s 13 Million. Within the first 24 hours of the video feature being rolled out, there were already 5 Million clips uploaded to Instagram.

Let’s compare the two.

Vine vs Instagram Infographic

The ease and simplicity of Vine is what made it so appealing in the first place, however I think the delete function of Instagram video is more practical. In the end, Instagram might be late to the game but do they have the better app? What do you think? Do you prefer Vine or Instagram?