How Does Netflix Stand Apart

Netflix has become the go-to place to stream movies and shows. According to fortune.com it alone consumes about 15% of all of the world’s internet bandwidth. Interesting for a company that originally posted DVD by mail. What makes Netflix have an edge in streaming services are its very innovative and different marketing strategies and its wide variety of content.

But let’s start with Netflix’s journey…

Flicks on the Internet

Yess… Netflix comes from net(as-in internet) and flicks(informal for movies).

Netflix was first founded in August of 1997 by two serial entrepreneurs Marc Randolph and Reed Hastings. Users would browse and order the films they wanted on their website, put in an order, and Netflix would post them to your door. After renters had finished with the DVDs, they would simply post them back. They launched a monthly subscription plan in 1999 and a movie recommendation system in 2000. It wasn't until 2007 that Netflix introduced streaming.

Photo by Thibault Penin on Unsplash

Netflix was available worldwide in 2016 and has over 182 million subscribers and now streams movies, shows and documentaries including original content.

Staying Ahead of Competitors

Netflix moved onto streaming videos after Amazon and Walmart entered into the DVD rental service. It was first to join Facebook and use it for advertising and connection with people. When other companies entered the streaming industry, it became difficult to get different studios to partner with them and get streaming rights. So Netflix started making original content. Thus giving people exclusive content.

Trolling Competitors

Netflix trolling Amazon Prime show Mirzapur

Being Connected with the Audience

Netflix supporting its subscribers and replying to them is also another cost-free marketing strategy. It’s something that helps the brand stay top of mind every time a customer thinks about relaxing or watching movies.

Netflix replying to people on Twitter (Photo by Author)

Getting retweeted or getting a reply on your posts is common and done often by Netflix.

Netflix holding polls on Twitter (Photo by Author)

Holding polls serves 2 purpose- inciting interest for movies and shows and also learning consumer behaviour.

Personalized Content and Settings

Netflix has a pretty good recommendation system for its content. But doesn't every streaming service have it?

For House of Cards, Netflix made 10 different cuts of the trailer and served you a trailer based on your previous viewing behaviour. If you watched a lot of Kevin Spacey, you saw the trailer that included more of his scenes.

Netflix doesn't force all of its content on you, rather focuses on a small number of movies or shows that match your search history and previous watch. Emails and app notifications also serve you personalized content.

If some movie isn't available on Netflix and if you search it, Netflix would recommend you movies of the same genre, very similar to the original, or of the same cast.

It also captures whether the consumer likes to skip intro, if yes, then the option appears without even clicking on the screen. This and many more features make Netflix stand apart.

Different Strategies for Different Content

Netflix has new strategies in store for new content.

Netflix created an advertisement for Altered Carbon by setting a sleeve in a package at the bus stop in West Hollywood. It is interactive and seemed to be realistic. The human-like stuff also pretended to breathe as if it had a life. This advertisement could successfully catch a sight of people walking by and go viral quickly.

An app was launched by Netflix inspired by a Black Mirror episode Nosedive, the first episode, based in a world where everyone rates each other out of five for nearly every interaction and social media post. (Photo by Author)

It made an interactive virtual tour where users could explore Joyce Byer’s house with creepy Christmas lights for promotion of Stranger Things.

These and many more innovative strategies have been used by Netflix to promote their content.

Leading on Social Media

Netflix is popular on social media platforms … Isn't it every teenager's dream? Netflix uses social media to gain attention and advertise.

It has even put a step in the meme culture.

Let’s look into one such example…

Radhika Apte was getting trolled for featuring in a large number of Netflix originals in India.

Radhika Apte being trolled (Photo by Author)

Zomato Advertising/Trolling (Photo by Author)

Netflix using the trolling to its advantage (Photo by Author)

Netflix created a campaign around Radhika Apte. This has turned trolling into serious appreciation & has gained more popularity for being witty.

There are so many more things that Netflix does, just check out the Instagram accounts of Netflix.

These little social media things help Netflix to add more user and promote their platform also creating a strong brand image

Being with the Pop Culture

Netflix uses pop culture to promote its content.

For example, using memes to promote movies and shows.

For Bojack Horseman, for example, producers have created an Instagram feed from the main character’s perspective, made entirely of original illustrations.

Instagram account for a character of a show -Bojack Horseman (Photo by Author)

It also starts various challenges or gets involved in challenges. For example, the Birdbox challenge was started by the audience but is conspired to be introduced by Netflix.

Netflix is staying or may I say going ahead of pop culture and introducing new cultures.

Other Contents

Youtube videos, attractive posters, charts, social media recommendations, wallpapers, games etc are a big part of Netflix’s advertising.

Ok… This is done by everyone… But Netflix ensures that you get new, engaging content and you never get bored. It always has something great to offer.

But Most Important

Great marketing only makes a bad product fail faster. Instead of using the brand name to sell its product Netflix uses its product to sell their brand! Netflix takes time to focus on its content and create campaigns to promote and engage the audience to promote the content in question.