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Use of working titles in a social media strategy

Hi there!

I know this is a bit of an odd question, and maybe belongs more on a PR/marketing forum than here, but I am curious about your experiences.

At the moment I am working on a documentary project that has a not-so-catchy working title. We have other potential titles, some of which are quite good, but since we just got into production we don't want to pick one just yet because A) we feel the title will have to reflect the content, and so it is worth seeing how the film will develop B) When working with participants I think it's much better to have a self-explanatory title, at least at this stage.

However, I am aware of the fact that we have to start working on a social media strategy, and we started posting about the work we are doing using the working title. The problem is that I do not want to create a following that might get confused by switching to a different title at a later stage, and in general I think consistency should be kept in mind.

What are your experiences in this regard? Have you ever promoted films using a working title and then switched to the official one?

Thank you for sharing!

11 months ago