The more I look into this the more I find there is no real working strategy, no magic formula, and no one really Knows what will work.
But I can share some things I have done and seen some success at…
Actors, especially those volunteering their time, are usually looking for facial exposure. So I give it to them. I take flattering or interesting stills from the project, slap a website watermark on it, and distribute it to my actors so they can post to Instagram or what-have-you.
This not only makes it fun, but utilizes cross promotion to bring attention to your project.
I have also gotten my cast together to shoot short promos for the project, and/or fundraiser. Each cast member gets a video of just them talking to the camera. Then they post that video to their social medias.
This not only makes it fun, cross promotes the project, but also lets the cast show their fans what they’ve been up to.
I’ve seen some success with these. Nothing’s gone viral yet, lol, but it’s helped keep an online presence.
Hope that helps.