This social network for movie lovers is making waves.


Letterboxd is a film lover’s dream come true. This social platform for sharing your taste in movies became popular during the COVID-19 pandemic, where user numbers quintupled. And even now, the popularity of this niche platform shows no signs of slowing down.

Online conversations about Letterboxd increased by 63% this year so far, and the number of authors talking about the social network boomed by 73%. Fans are excited to finally have a dedicated place to discuss their favorite binge-worthy content.

Online mentions about Letterboxd

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Chart shows volume of online mentions around Letterboxd.

Data gathered from all platforms monitored by Brandwatch Consumer Research between Jan 1 2020 to Sept 30 2023.

Offering a way for movie lovers to network with one another is not the only thing that sets Letterboxd apart. The brand’s clever social media strategy, which involves getting fans excited about upcoming films, is paying off: Letterboxd’s increased their Instagram following by 45% in the last six months.

Letterboxd collaborated with production company Focus Features to run a scavenger hunt within their app to promote the new Wes Anderson film, Asteroid City. The scavenger hunt enticed users with daily clues posted on their social media accounts, prompting them to use filters and features to find hidden items in different areas of the app. Not only was this a creative way to promote the movie, but the gamification aspect encouraged users to explore and familiarize themselves with the features of the app.

Letterboxd’s unique audience engagement and impressive social media strategy have made the brand an undeniable addition to our Change Makers list for 2023.

How you can spark change

Look for ways to educate your customers in an engaging way. Teaching people how to use your products or services doesn’t have to be boring. Instead, you can shake things up and turn it into a fun marketing campaign. Brands really shouldn’t ignore the power of gamification.

Want to find out more about Brandwatch?

View our previous list of Change Makers (H1 2023)

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