Netflix: the Social Media Master
From renting movies by mail, to streaming content online to over 214 million users globally. Netflix became a leader among streaming services and completely changed the way people watch TV and spend their free time.
Most importantly, Netflix aced the social media game and gained worldwide recognition for the witty tweets and catchy replies to other companies online.
From Analogue to Digital Engagement
Netflix first started as a DVD rental service in 1997. The customers could rent a number of movies, which were sent to them along with a pre-paid return envelope. Back then, the company mainly engaged with the customers through the physical product — DVD.
As the technology became more advanced, Netflix transformed the service into a streaming platform in 2007.
Fast forward to 2022, apart from streaming thousands of movies and TV series, Netflix also produces its own shows and launches marketing campaigns to engage with the viewers. The company became known for its excellent marketing strategy, including their presence on social media channels. But what was so special about their strategy that brought millions of people to the service?
Let’s jump right into it.
Social Media 101
Netflix is active across different platforms such as Facebook, Instagram, Youtube, and of course, Twitter. The content posted varies from platform to platform, and that is no coincidence.
Let’s start with Facebook. The only posts found on Netflix account are videos. They can be anything from trailers to short clips about specific actors and movies. Since Facebook stopped attracting as many young people as it used to, Netflix probably recognised that video format works best for generations older than Gen Z.
It’s a different story with Instagram. The posts are trendy. Shareable. Netflix’s feed is filled with memes and conversation-starters about the shows. It seems like the company is trying to fit into the infamous Instagram algorithm — meaning that the posts, which might potentially attract a large group of users are promoted. Nevertheless, the strategy works and the posts successfully engage thousands of fans.
And finally… Twitter. The medium where Netflix engages with the fans (and other companies!) the most. From all of the 5,227 tweets posted on the account, 52% of them were replies. This shows that Netflix values direct interactions with its followers, and does this authentically and humorously.
Content tailored to the audience
Netflix is very customer-centric. To target specific groups of people, there are several themed official Netflix accounts. This way, Netflix can engage with such groups by posting content that will match their preferences and encourage to join the discussion about favourite shows. The company also have a separate account for each country it operates in, so that anyone can be reached and not just english-speaking users.
Consistency is key
Netflix posts a lot of content, with some accounts posting multiple times a day. Regular posts are important for building stronger relationships with the audience.
That’s how Netflix dominated social media: by being active, putting the customer in the centre of everything they do, and having a unique approach to social media and digital engagement.
