Festival Visions du Réel 2015 - With the multiplication of distribution channels and strategies, producers now play a key role in a documentary’s marketing and promotion. Identifying the right target audience and positioning strategy must be done in due time to allow successful audience reaching. Moreover a social media campaign has to be well planned to find answers to the key questions of timing, choice of network, community management and monitoring. All these points will be discussed through practical tips and case studies.