SOCIAL MEDIA CONVENTIONS

Looking more in depth at Euphoria on Instagram

CONVENTION 1: FILTER/THEME
The filter and theme of the posts also create a somewhat
ominous yet arguably an almost serene atmosphere which is
effective in enhancing the emotions of the audience. I like the
way that this looks and when looking at the popularity of
certain posts, it is clear that when the account posts images
using more vibrant colours, there is a higher interest and
popularity of the post.
When looking at the posts on Euphoria, it is clear that the editor of the
account has used artistic almost archaic-looking filters to give the posts an
almost rustic feel to them. I really like the concept of colour in each post
as it gives corresponds to the TV shows aesthetic. I also really like the way
that the fluorescent colours of red and orange look in the posts which
draws the eyes of the audience to a certain post. As the show focuses
primarily on the topic of drug abuse, the use of fluorescent colours add to
the sense of hyper-reality whilst also linking to the concept of a
‘drug-high’ as in films, the use of vibrant washed out colours presents the
perception of drug usage and drug paraphernalia. I like how the look of
the posts resemble what the series attempts to portray.
CONVENTION 2: INTRODUCTION The highlights on the instagram account
are also significant as the account clearly
(Banner, Profile Picture, Links, Highlights) has a ‘bts’ (behind the scenes), a teaser
for the next season as well as
photography and videography of the cast
on the set which connects with the trends
in Generation Z, conveying a rather
edgy/grunge aesthetic which is currently
trending on social media. Moreover, the
profile images for the highlights do not
have a specific order or a certain
controlled ‘look’, however the colour
scheme is not extremely vibrant and in
some aspects the random and un-orderly
style adds to the authenticity of the
account. Any profile picture which reveal
and actress or actor in the show are
professionally taken and are modelled
perfectly to suit the highlight bubble.

When looking at the profile on Euphoria’s Instagram account, I really like the use of the profile picture as it introduces one of the most
important and the main character of the series which is a clever marketing strategy. As Zendaya has been featured in other films, this may
lead to more of an audience reaction and attraction as she is recognised and popular towards a range of audiences. When looking at the Bio
of the account, it is clear that this account is a business account which distinctly specifies that this is an account specifically for a ‘TV
Programme’. This also adds a sense of verification to the account, making it seem more real and professional. In the Bio, there is a link to the
official Euphoria website (another clever advertising strategy) as well as the account of the production company ‘HBOMAX’. The colours in
the profile picture are also significant as they are very similar to the Television series and the aesthetic of the television series.
 CONVENTION 3: PROMOTIONAL CONTENT
When looking at how the TV series is promoted on the
account, I have noticed that the they not only promote
the actors and actresses, but also the music producer
who is constantly featured in the series knows as
‘Labyrinth’. This is effective because it allows the show
to have more of an audience.

The television series promotes the series through posters

and delicately designed posts crediting the cast members
and the production company. The language also allows for
the series to be promoted which is typical in pop culture
productions such as this series.
CONVENTION 4: BEHIND THE SCENES POSTS

These are just a few of the behind the scenes photos featured on the social media page. By implementing behind the scenes images this gives
a personal feel to the posts as well as a personal connection with the cast members and the audience. Without realising in hyper-realistic
productions, some audiences tend to get rather ‘wrapped up’ in the characters portrayal that the actors and actresses encapsulate that it is
easy to forget that the actors are real people too. Even though this does somewhat break the fourth world and the illusion of the television
series being real, in some aspects it's appreciated as this allows for the true personalities of the actors to shine through. Whilst revealing the
behind the scenes images, this also gives credit to the crew members who tend to lose credit as they are not in front of the camera, however
the amount of time and effort which goes into producing an effective film or television series should be credited highly which is why bts images
are highly appreciated. Sometimes, bts images are deliberately used as this gives a sneak-peek as to the next season.