SOCIAL MEDIA MARKETING STRATEGIES OF NETFLIX

CES -2
Submitted By:

Aakriti Suri

0191MBA002

Introduction
Netflix's arrival in 1997 may not have created much of an entertainment disruption
at the time, but few could have expected the effect Netflix would have 20 years
later. The online streaming service has altered the way we watch movies and
television shows, as well as causing some high-profile casualties.

Netflix is currently available in over 190 countries and has a total of 139 million
paying subscribers worldwide. Netflix's popularity has drawn a variety of rivals in
recent years, but despite this, Netflix has emerged as the leading streaming service,
aided in part by its excellent social media strategy.

Netflix continues to serve the aim of its presence on social media as it does with its
online video material – pure entertainment – by sharing updates on upcoming
movies and shows and engaging its viewers with witty comebacks.

Facebook

On Facebook, Netflix has 57 million followers, which is ten times more than its
closest competitor, Amazon Prime Video. In the last year, the brand's account
gained 11 million followers, representing a 25.9% increase in followers. Netflix
made a total of 1,022 posts, with 90 percent of those being videos and just 6%
being photographs.
Netflix vs. its competitors

Netflix has grown its audience 10 times faster than Amazon Prime Video and 19
times faster than Hotstar (a popular streaming rival India). The most brand posts
(1,000) belong to Netflix, but Hotstar and Amazon are close behind. Due to its
huge fan base and a marketing strategy that knows its audience, Netflix still has the
highest engagement among its industry rivals.

Content Strategy

The linchpin of social media marketing is content, and Netflix is rightfully

nicknamed the "King of Media Streaming" for its excellent content. Netflix's
approach to social media is focused around authenticity and interactions with
users, with a sprinkle of wit and satire thrown in for good measure.

Netflix produces more videos than any other form of social media content. These
videos typically focus on upcoming movies and television shows, offering viewers
a sneak peek of what's to come. In addition to videos, the brand posts photos, gifs,
and plain text posts in the form of questions about latest movies and TV shows
available for viewing online.

Campaigns

In the previous year, Netflix ran a variety of social media ads that were active in
catching the attention of their target audience. Fans reacted positively to one such
initiative, which debuted during the second season premiere of 13 Reasons Why.
This Netflix Original explores critical issues such as teen suicide, rape, and
bullying. Netflix went a step further and addressed the significance of these issues,
as well as offering helpline resources to address them. This campaign not only
helped to promote the new series, but it also raised awareness of some of the most
important problems that teenagers face around the world.
Instagram

On Instagram, Netflix has a 15 million-strong fan base. In the last year, the brand
has gained nearly 7 million followers, representing a 92 percent increase.

Netflix's Instagram hashtag game is easy, but their posts receive a lot of
engagement and interaction. As on Facebook, the bulk of their hashtags revolve
around upcoming film and television show launches and competitions. Fans were
asked to describe the movie or quote from their hints in the comments for the
brand's #10daymoviechallenge, which gained a lot of attention.

Twitter

We don't need to worry over Netflix's witty social comebacks any longer, but if
there's one spot where the brand shines brightest, it's on Twitter. With a cumulative
audience of 6 million, Netflix saw a 20.5 percent increase in fans over the time
span studied. The brand's handle sent out a total of 5,227 tweets, with 52 percent of
them being responses. This illustrates the value of the brand's audience
engagement.

The brand tweets 14 times a day on average. Although plain text tweets perform
better, tweets with links are the most common. Netflix is well-known for its
Twitter responses. The brand uses its handle to not only respond to questions, but
also to engage in discussions with fans about popular movies and television shows.

What better way to engage your followers on social media than with a quick GIF
from the movie or show they're raving about? Netflix isn't short on influencers on
Twitter who help the company expand its scope and presence. Celebrities and
television networks have joined the ranks of those who interact with the brand on
social media.

Key Takeaways
1. Give customers what they want - Customers basically get what they want
from Netflix. Netflix has you covered whether you're looking for a movie to
 catch for dinner or shows to binge watch over the holidays. The company
conducts interesting surveys on social media to determine what kind of
content resonates with its target audience.

2. Posting consistently - To stay active on social media, you must post on a

regular basis. Netflix maintains a consistent social media presence by
updating almost every day.

3. Customer Relationship - In order to establish relationships with customers,

social media is important. Netflix has built a compelling social presence and
a loyal following by responding to customer questions with wit and
engaging in conversations with them.

CONCLUSION
Netflix knows exactly what they're doing with social media. Their key strategy is
to entertain their fans not only with movies and television shows, but also with
witty social media material. The company pays attention to what its customers are
thinking and curates material that speaks to them. There's no stopping Netflix from
losing its composure on social media with this well-defined plan in place.