Session 8: Social media strategy and engagement

This class addresses the strategic use of social media in film promotion, focusing on the creation of graphic pieces and promotional videos designed for different platforms and audience profiles. It will present the main engagement tools, formats that perform best on each network (Reels, Stories, TikTok, short trailers, motion posters, cards, and teasers), and how to adapt the visual and narrative language to the target audience's behavior.

It will also discuss successful campaigns in independent cinema, the use of hashtags, influencers, posting schedules, paid boosting, and building the film's visual identity. The class emphasizes how to connect the film with specific communities—especially young audiences—through creative content, segmented distribution, and immersive narratives.

Débora Sögur-Hous

Social Media Chair, Vitrine Filmes

Works on online campaigns for Vitrine Filmes. Has previously collaborated with Elo Studios, the Cabíria Festival, and the We Plot development lab. Previously, she was a reporter for MTV, Folha de S.Paulo, Metrópoles, and Capital Reset. She was also part of the research and interview team for “Apocalypse in the Tropics,” by Petra Costa.

Débora Filgueiras

Social Media Analyst, Vitrine Filmes

Débora Filgueiras holds a bachelor's degree in audiovisual arts, is the creator of the Desenrola Cinema channel, and a social media analyst at Vitrine Filmes. With experience in film communication, she dedicates herself to bringing audiences closer to films through creative content, critical analysis, and social media engagement strategies.

Dandara Cipriano (Guest)

Senior Creative Strategist, TikTok

Originally from Recife, she holds a degree in Advertising and Public Relations (UFPE) and a postgraduate degree in Media, Communication, and Culture (USP). With 10 years of experience in directing, screenwriting, and creative strategy, she has worked with major Latin American brands such as Nubank, Natura, O Boticário, Gillette, Jontex, and Warner Bros. Discovery. Currently, she is a Senior Creative Strategist at TikTok.