by Lucas Cuny, Assistant Professor of the Film, TV, Media Department at San Bernardino Valley College
“This town is full of people networking. They get really good at networking but not at the work itself. Do good work, and the network will come to you.”
This sentiment isn’t a direct quote from filmmaker Alexander Payne, whom I saw speak around the time The Descendantswas released, but it captures his point well.
As a film professor, I often see new filmmakers flooding their social media with behind-the-scenes content. They showcase the cameras they’re using, the fact that they’re filming, or the effects they’re creating. I understand the excitement—it’s thrilling to go from being a spectator of the art form to an active participant. But social media has made Andy Warhol’s famous prediction, “In the future, everyone will have 15 minutes of fame,” all too real. Don’t settle for just those 15 minutes—go beyond them.
Consider filmmakers like Christopher Nolan and Quentin Tarantino. Neither uses social media or even smartphones to post behind-the-scenes footage of their productions. Yes, they emerged during a time when the festival circuit was essential for gaining recognition. But even then, what they showcased was their completed work. Payne’s point remains valid: do good work, and the network will come to you.
I can already hear my students asking, “But professor, doesn’t the department post behind-the-scenes content all the time?” My response is simple: we’re promoting an academic program. Highlighting our resources—like Arri cameras, a full DaVinci panel, a podcast room, and a state-of-the-art TV studio—shows what we offer to aspiring filmmakers. As an artist, however, your audience is only interested in your final product.
When I researched web series on YouTube in 2017, it was still relatively new to use Instagram and Twitter (now X) for promotion. What stood out was that successful series primarily showcased completed images or clips, rarely focusing on the tools used to create them. When I produced my own web series over a year ago, I followed a similar approach. Any behind-the-scenes content I posted served more as a thank-you to the cast and crew. Most of my posts were stills or clips from the final, edited show.
Think about it: stand-up comedians often ban smartphones at their shows. Why? Because they’re workshopping material, and it’s not ready for public scrutiny. The same principle applies to you as a new filmmaker or media artist. Do you really want to show unfinished work—uncorrected edits, incomplete color grading, or raw audio design?
Based on research from Forbes and Digital Music News, filmmakers who post video content see a higher percentage of paid work compared to those who only post stills. Data from platforms like Sprout Social and others also shows that video generates more engagement than stills. Better yet, showcasing completed, polished work is your best bet for gaining the exposure you want.
Instead, take your time. You don’t need to share everything as it happens. Build anticipation and mystery around your work. For years, behind-the-scenes content was only released after the project debuted. That’s still a great model to follow.
Trust the process, trust your work. Nobody looks at a masterpiece and asks, “What kind of paint did they use?” They marvel at the finished product. So, do the work—and the network will follow.
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