基于X等平台的美国电视剧社交媒体营销策略分析——以《怪奇物语》为例

The Analysis of Social Media Marketing Strategies for American TV Dramas Based on Platform X and Other Platforms—Taking Stranger Things as an Example

摘要: 优质影视内容具备突破地域限制、实现广泛传播的潜力，这些影视剧之所以能跨越海洋与距离在全球范围内形成影响力，社交媒体营销发挥了关键作用。本文以热门美剧《怪奇物语》(Stranger Things)为典型案例，基于“使用与满足”理论，聚焦社交媒体营销在美国电视剧国际传播中的实践路径与成效，进行深入剖析。本研究以X等主流社交媒体的相关数据为核心分析对象，探讨《怪奇物语》的社交媒体营销如何满足受众的娱乐、社交、自我表达及参与感等多元需求，进而揭示其通过发布多元内容、举办线上活动及回应观众反馈等策略，在扩大传播范围、提升品牌认知与促进文化交流方面取得的成效，为影视行业社交媒体营销实践提供理论支撑与实践借鉴。

Abstract: High-quality film and television content has the potential to break through geographical limitations and achieve wide dissemination. The key factor enabling these TV dramas to cross oceans and distances and gain global influence lies in the pivotal role of social media marketing. Taking the popular American TV series Stranger Things as a typical case, this paper focuses on the practical paths and effects of social media marketing in the international communication of American TV dramas, conducting an in-depth analysis based on the Uses and Gratifications Theory. This study takes relevant data from major social media platforms such as Platform X as the core analysis object, exploring how the social media marketing of Stranger Things meets the audience’s diversified needs, including entertainment, social interaction, self-expression, and a sense of participation. Furthermore, it reveals the achievements attained in expanding the communication scope, enhancing brand awareness, and promoting cultural exchanges through strategies such as releasing diversified content, organizing online activities, and responding to audience feedback. This research provides theoretical support and practical reference for social media marketing practices in the film and television industry.