Streaming giant Netflix has transformed the way we consume television and film. With a fan base of 25 million viewers, marketers can learn a thing or two about its intelligent and creative social strategy.
Let’s take a look at some of the strategies employed by Netflix that we as marketers can utilise across our own brands.
Save some “Follow Up” content
Recently, Netflix has excited its viewers (and attracted new ones) by mass-releasing every episode of a show at the same time.
This generates a huge amount of excitement at the time of launch. However, in order to keep viewers excited and engaged, Netflix keeps some content reserved for when the initial excitement begins to die down.
This content has previously come in the form of the announcement of a new character, or the announcement that the series has been picked up for another season.
In order to keep the conversation going, we as marketers must plan additional social communications for the post-launch phase.
Maintain an authentic brand voice
This one seems obvious, but Netflix has deployed this strategy to perfection. Some of its best performing pieces of social content are surprisingly not huge company announcements, but rather smaller pieces of information tailored through the Netflix voice.
Maintaining an authentic brand voice excites and engages your users while allowing your content team to create unique, successful content.
Who's already using these strategies?
Only the largest social network in the world: Facebook.
In August this year, Facebook announced that it will be launching “Facebook Watch” and funding a slate of original episodic content including documentaries, reality shows and scripted programs.
For advertisers, Facebook Watch brings several implications. Despite barely being out of the gate, publishers are already trying to sell advertisers on sponsored shows. Advertisers may also enter into partnerships with “Watch” content partners, regarding branded shows.
Online Circle Digital has created a 2017 guide to Facebook Watch. It is available to SMK users here.
About The Author:
Lucio Ribeiro is a co-founder and lead strategist of Online Circle Digital where he works with Fortune 500 brands in developing their digital marketing strategies and execution. He is considered a thought leader on digital marketing; authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.