The Importance of Built-In Audiences
Factors Contributing to Fanbase Conversion in Documentaries
Music vs. Sport: Surprising Findings on Fanbase Conversion
In this analysis, we explore the relationship between the commercial success of popular documentaries and the associated talent, examining factors that influence the conversion of an established fanbase into a documentary-film audience.
The Appeal of Talent-Focused Projects
Talent-focused projects have long been an effective way for factual filmmakers to tell compelling stories. The theory is that a film featuring a subject with an existing fanbase can tap into a ready-made audience, providing producers with a higher level of commercial confidence. But is it really that straightforward? What insights can we gain to better understand the dynamics between fans and documentary success? Why do some types of on-screen talent more reliably bring their audience with them, and can we identify which fanbases are most likely to convert into viewers?
Analyzing Music and Sport Documentaries
We analyzed over 200 music and sport documentaries released in the past three years, including hits like "The Last Dance," "14 Peaks: Nothing Is Impossible," "The Beatles: Get Back," and "Miss Americana." Our goal was to answer a simple question: Does having more fans translate to more viewers?
By tracking the number of social media followers against film views, we found a clear distinction between two leading documentary genres: music and sport.
Music Documentaries: There is a positive correlation between the number of fans and film views. More fans typically mean more viewers.
Sport Documentaries: No clear pattern emerges. Film viewing numbers vary widely regardless of the number of fans.
Why Do Music Fans Convert Better?
Our analysis shows that music fans are more likely to watch documentaries about their favorite artists than sports fans are to watch documentaries about their favorite teams or athletes. Possible reasons include:
Affinity with the Artistic Medium: Musicians may naturally fit better within the film medium.
Content Availability: Musicians might have more to say, given that less of their careers are captured live compared to athletes.
Emotional Connection: Audiences might have a deeper emotional bond with musicians than with sports personalities.
This suggests that creating a successful sports documentary is more challenging than it appears, making the success of films like "Free Solo" and "Diego Maradona" particularly notable.
Effective Fan Engagement Strategies
Noah Media Group excels at engaging fan groups through a detailed approach, from exclusive clips and trailer launches to talent support and the film release itself. This strategy has led to success even in sports documentaries, including "14 Peaks: Nothing Is Impossible" (Netflix), "Arsène Wenger: Invincible" (Amazon Prime), and "Finding Jack Charlton" (BBC). Their commitment to understanding the fanbase from the project's inception has been crucial in achieving commercial success.
Understanding Fan Relationships
To improve commercial performance, filmmakers should explore the relationship between on-screen talent and their fans. This includes looking for past instances where talent successfully brought their audience to new projects, such as books or podcasts. By deeply interrogating these relationships, filmmakers can make informed decisions and better understand their audiences.
This analysis is based on documentary titles in the sport and music genres on IMDB Pro with more than 500 votes, released after July 2019. Data on 'views' is from Muso, and social follower counts are from the principal contributors in the title credits.
source: https://slateiq.com/the-importance-of-built-in-audiences/