In my thesis I studied the importance of Showreel in a video production company. The aim is to develop a small production company’s marketing in social media with a short video that showcases the company’s operations in 40 seconds. My objective is to investigate how a good Showreel is created and how other Finnish production companies are using social media in marketing, by analyzing their Facebook profiles.

My background information for this research is digital marketing, social media as a marketing tool and viral videos. Social media has changed the digital marketing radi-cally in recent years and therefore companies market themselves by spreading viral videos. In addition, the audiovisual sector is marketed in the same way by piling up a so-called Showreel from own work samples, which is used as a tool to getting work to the industry.

This research is based on my own experience working in Saha Prod as a Showreel video producer. Therefore, I use the learning-by-doing method. I also have done my analysis of production companies’ activities on social media. Other written sources are literature on digital marketing, Internet articles and blogs. I also interviewed my employer and Showreel subscriber Mikko Pohjola and Lapland Film Commission project manager Johanna Karppinen.

No doubt moving image is the most effective communication tool and it can spread in social media surprisingly fast. Research has shown that the Showreel is a significant marketing tool for production companies and it can also work as a brand builder. Showreel can become successful by paying more attention to the work, including the length, image selection, cutting, music and visuals. Lapland Film Commission Showreel has shown that Showreel can succeed by gaining thousands of viewers on Youtube, using networks and focusing it on the right audience. Saha Prod’s complete Showreel has made the company much more visible than ever before, and it has also served as an effective intro in customer purchases. Video has successfully informed everything about Saha Prod only in 40 seconds, and it has increased the credibility of the company image.