Netflix Promotion Strategy

Promotion is one of the biggest and strongest part of Netflix business. It is also
important in high tech market. Netflix spend more than $203 million on marketing.
According to Do Hai (2015), Netflix spent $51.54 for each new subscribers in domestic
market for marketing, while the company spent $42.70 for each new international
subscribers. Picture 1 showed how much money Netflix spends on their marketing. In the
same article also stated, that Netflix invest in mixture of promotion like online and offline
promotion. Netflix is constantly promoting and advertising their product in many different
ways. In social media platform, Netflix has a strong and presence there.

Picture 1

 Facebook
57 million fans are following Netflix on Facebook, which is 10 times more than their
closest competitor, Amazon Prime video (Ramakrishnan, 2019). She also stated that
Netflix posted about 1022 times included posts of account for video and images.
Netflix also promote their service with plain texts posts that engaged better then
posted those videos frequently. These videos usually showed upcoming movies and
TV shows. It is giving their audience a sneak peek of what is in store for them.
Besides video and plain text posts, Netflix also focus on posting images and gifs.
 Approaches by Netflix to social media is centered on authenticity and interactions
with people.

 Instagram
On Instagram, Netflix has a fan following of 15 million users. The brand gained
almost 7 million followers.
 On Instagram, Netflix posted images over videos. All over their posts, 78% were
images and 22% were videos (Ramakrishnan, 2019).

Netflix gained a lot of engagement and interactions based on Netflix’s hashtag game
on Instagram. Just as on Facebook, hashtags help their audience with upcoming movie
and TV show releases and contests.

 Twitter
According to Ramakrishnan (2019), Netflix fan growth about 20.5% with a total
following of 6 million. Netflix brand engage with their audience by 5227 tweets, of
which 52% were replies. It is show that audience more active on Twitter instead of
other social media. The brand tweets 14 times a day in average. Conversations with
fan talking about trending movies and TV shows also help Netflix to engage their
brand with customers.
Besides, celebrities and TV networks also join the bandwagon of people engaging
with the brand on social.
Ramakrishnan. V. (2019, November 21). How Netflix's social media strategy dominates the
online streaming industry. Retrieved from https://blog.unmetric.com/netflix-social-media-
strategy