Netflix Marketing on Social Media

huda.hm96    June 18, 2017

The way television works have changed drastically over the past years, starting from cutting cords to video on demand which lacks commercial interruption, fundamentally shifting how we watch our favourite shows. However, one of the biggest changes that happened in the past few years has been binge-watching of shows and movies. A few years ago, “Bing-watching” wasn’t a thing but now it has become a way of life and marathon watching has become a nationwide obsession. One particular company that hones in on such a movement is Netflix.

Founded by Reed Hastings and Marc Randolph on August 29th, 1997, in Scotts Valley California, Netflix became an American entertainment company that specialised in providing streaming media and video-on-demand online and DVD by mail. In 2013, Netflix expanded into film and television production, as well as online distribution.

How Does Netflix Marketing Team Change the Game on Social Media?

Big Releases All at Once

One of the largest waves Netflix causes on social media is due to a mass release of all episodes of a tv show at once. The social media reaction to that kind of marketing is phenomenal as one can see an enormous amount of conversation built up from that one show release which causes a wave of social support that helps drive and build a fan base.  Netflix gives up a serialised, weekly drumbeat of social mentions that a television series usually gets, and as a result of this, they often see a huge amount of conversation that slowly and steadily declines. To keep the conversation going after the first binge, Netflix releases show details on social media to provide additional spikes a few weeks after. For example, eleven days after the first bump for “Daredevil,” Netflix released news that the series had been picked up for a second season. A few weeks later, the company released details around a new character in the upcoming season. In doing so, Netflix received additional post-release spikes in social chatter about the show, undoubtedly driving more tune-in. Netflix marketing strategy works in this circumstance as they advertise for a big upcoming release that customers have been anticipating for and then release a few additional social communication posts planned for a few weeks after the initial bump which is an excellent way to give fans a reason to talk about the Netflix Brand.

Their Unique and Authentic Brand Voice

Another marketing strategy Netflix indulges in is using a unique brand voice. While other brands may play is safe on social media, Netflix differentiates itself across their diverse user base to drive engagement. In fact, Netflix best-performing pieces of social content are not based around big news the company is sharing, but it posts that reflects Netflix unique style of communication. Netflix shows how maintaining brand voice is important and in doing so, they attract a large fan base. Allowing the content team to be creative and out of the norm can help engage followers and market for the brand.

Netflix and Twitter

Netflix also shows its customers care with all those hashtags and @handles they use to boost their customer care efforts and, in turn, increase brand loyalty. They excel not only at replying to clients with quires and witty humour but also have an amazing way of advertising their procedure. They take much importance of customer opinions and make sure they know it is considered. For examples, Netflix social media management team followed the endless string of viewers who were falling asleep in front fo the TV and losing their place in the movie or show they were watching. Netflix saw the “first world problems” customers were having and created the Netflix Socks. These “first-world problem” solvers detect when the wearer falls asleep, then automatically send a signal to pause the show. That way, no viewer ever wakes up two episodes later in the series, and they’re able to pick up where they left off. This little project was propelled by customer tweets that could’ve been easily ignored. Instead, It reached audiences all over the world, over 1 billion media impressions and appeared in over 1,000 media placements, including major publications from the world of tech, lifestyle, fashion, entertainment, teen, business, advertising, local news, and global news. Netflix had up to 1,175 tweets per day, which means it made Netflix a daily topic of conversation for thousands of people. It brought incredible brand awareness but, most importantly, it highlighted Netflix as an innovator in the entertainment industry and showed the world that they pay attention. Netflix paid attention to the numerous “complaints’ on Twitter and showed they’re listening through this simple campaign. Netflix also shows its customers care with all those hashtags and @handles they use to boost their customer care efforts and, in turn, increase brand loyalty. They excel not only at replying to clients with quires and witty humour but also have an amazing way of advertising their procedure. They take much importance of customer opinions and make sure they know it is considered. For examples, Netflix social media management team followed the endless string of viewers who were falling asleep in front fo the TV and losing their place in the movie or show they were watching. Netflix saw the “first world problems” customers were having and created the Netflix Socks. These “first-world problem” solvers detect when the wearer falls asleep, then automatically send a signal to pause the show. That way, no viewer ever wakes up two episodes later in the series, and they’re able to pick up where they left off. This little project was propelled by customer tweets that could’ve been easily ignored. Instead, It reached audiences all over the world, over 1 billion media impressions and appeared in over 1,000 media placements, including major publications from the world of tech, lifestyle, fashion, entertainment, teen, business, advertising, local news, and global news. In just three weeks, that success multiplied because they were mentioned 49 times per hour on Twitter. That rounded up at 1,175 tweets per day, which means it made Netflix a daily topic of conversation for thousands of people. It brought incredible brand awareness but, most importantly, it highlights Netflix as an innovator in the entertainment industry and showed the world that they pay attention. Netflix paid attention to the numerous “complaints’ on Twitter and showed they’re listening through this simple campaign.

We are Our Biggest Fans

Netflix regularly shows its customers that they are truly the greatest consumers of their content. You’ll always have more success if you believe in your product and service, and they make sure the whole world knows it. Netflix actually understands the fan base and franchise, they embrace it and essentially draw them back to their platform. Even if Netflix does not have any connection with the studio or the actual movie or show, they find ways to offer more to their customers, by giving the fans truly what they want. Netflix always adds an emotional touch, by tugging a the hearts of their viewers with a dose of nostalgia by using a slew of employees that are fans themselves and have the opportunity to share their passion with others. Netflix truly knows their audience, and social media is the perfect vehicle for them to showcase this element. Using enticing visuals, Netflix captures key emotions and elements of their programs to boost their appeal.

Lessons for Others

Netflix understands how to market itself on social media by using coherent strategies aimed to entertain their fans. They send a clear and targeted message all over social media responding to what people say and think about the company.  They successfully use influencer marketing to promote their content while carefully planning and structuring their campaigns to keep a constant and remarkably high level of fans engagement. Informed by social listening they do a great job in delighting their audience with the perfectly tailored offerings, the language and the sense of humour that gets them truly phenomenal results. Seeing Netflix incredible marketing success, it is important for other companies to also find their unique voice on social media, perhaps being unique with their content.

Organization: Netflix
Industry: Online entertainment
Name of Organization Contact: -

Authored by: Huda Mohammed

If you have concerns as to the accuracy of anything posted on this site, please send your concerns to Peter Carr, Program Director, Social Media for Business Performance.


References

Streaming social: What marketers can learn from Netflixs social strategy. (2016, April 11). Retrieved June 18, 2017, from http://marketingland.com/streaming-social-marketers-can-learn-netflixs-social-strategy-171659
Letki, G. (n.d.). How Netflix is Winning Social Media – Case Study. Retrieved June 18, 2017, from https://brand24.com/blog/how-netflix-is-winning-social-media-case-study/
Sima, I. (2016, August 31). A Netflix Story: The Human Approach to Social Media Marketing [Infographic]. Retrieved June 18, 2017, from http://www.socialmediatoday.com/marketing/netflix-story-human-approach-social-media-marketing-infographic

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