The horror movie industry continues to grow in importance. Since 1995 the horror genre has more than doubled its market share in the US and Canada, and it's still growing. It remains Hollywood's most reliable money maker. In an interesting change in direction, Hugh Grant is starring in his first horror movie - ‘Heretic’. It's receiving rave reviews.

So what can marketers learn from the success of horror movies and apply to their brands?

Lesson 1: horror is founded on a great insight

Horror fans tell you that being terrified is more fun when it is a communal experience. That’s why they love to see horror at the cinema. Indeed, theatrical releases are key to the ongoing survival of cinemas. Many people enjoy watching mainstream movies via streaming services in the comfort of their own homes. But horror works best in the cinema. Where we can all scream together.

There’s also a universal truth at the heart of horror movies. Everyone has felt fear in their life. It’s something we can all relate to. It’s what makes the genre so compelling.

Ask yourself: what’s the big, universal insight at the heart of my brand? What can we do to bring people together in communal experiences?

Lesson 2: Constraint leads to creativity

Many successful horror films are low-budget. They don’t rely on expensive stars, special effects, or fancy locations. Directors take risks, they experiment. For example, The Blair Witch Project relied on hand-held cameras, found footage and shaky camera techniques. Having a large budget is no guarantee of success. There are plenty of examples of big-budget, box-office flops. Most recently, Joker: Folie a Deux.

Ask yourself: how can I make the most of my limited budget? How can I become more creative and resourceful? Click here for some suggestions.

Lesson 3: The importance of ‘word of mouth’

Horror movies are less reliant on mainstream critical approval than other genres. The fans ‘find’ the films they love via word of mouth. Over time, film studios have created a series of franchises that continue to build and grow. Friday the 13th, Scream, Paranormal Activity, etc. They understand that fandom builds over time. They understand the importance of consistency.

Ask yourself: how can I create a community of fans and brand advocates? How can I continually deliver what they want?

Lesson 4: Focus on great storytelling

Successful horror movies tell great stories. A successful horror movie is beautifully crafted and immersive. At the heart, there’s a feeling of suspense and tension. There are memorable moments. A frightening antagonist. Evocative soundscapes. Many of our great movie directors started out making horror movies - Peter Jackson, Ridley Scott, Francis Ford Coppola.

Ask yourself: how can I tell great stories about my brand? How can I inject emotion and connect with my audience?

Horror movies may not win at the Oscars, but they certainly win at the box office. Marketing is all about giving people what they want. There’s a lot we can learn.

Happy Halloween to all of you!