Netflix’s Approach to Digital Engagement
--
During the last couple of decades, digital engagement has been an important part of most companies marketing strategy. None more so than Netflix. Companies have moved away form traditionally phone and email services to offer support and news on social media platforms like twitter.
People feel as though they have 24/7 access to the organisations help and can engage with a company or brand much easier, than sitting on a phone for half an hour. Of course with being public we sacrifice some privacy, but the benefit here is that we create a public forum for users to interact with and creates a FAQ page of sorts.
Typically, businesses and especially media organisations like television production companies have relied on more traditional, analogue methods of engagement with its consumers or fans. This has been in the form of premieres and comic con appearances were people can meet the actors and find out updates about the shows. Netflix’s approach seems to take this form of engagement and make it for everyone, worldwide. In a recent promotional event for Stranger Things, Netflix surprised fans of the show with a meet-and-greet with the cast and tickets to the premiere.
This is a much smarter method of advertising and by making this video Netflix allows more fans to share in the experience.
Netflix have always provided interesting methods of advertisement and means of communicating with its users. In 2018, they began to send user recommendations about shows and films via the WhatsApp messaging app. Usually messaging is personal and we only interact with people we know, if that. Here Netflix has made the communication feel personal to the user, almost as if it aims to provide a “personal shopper” feel to there streaming experience.
Recently announced at Samsung Unpacked 2020, Netflix will be releasing exclusive behind the scenes footage, filmed by actors using Samsung Galaxy devices for some of their original shows. Applications of mobile technology like this allow the user to be much closer to the show and the actors, which could boost its viewership. This type of communication with the user lets you experience the development, builds the excitement for the release and bridges those long gaps between seasons of your favourite show.
Brand accounts on social media aim to create a friendly, approachable voice to the company as it presents the organisation as a person rather than a faceless corporation. Even when Netflix aren’t announcing something their account can still have fun with their followers,and with other brand accounts too. This seems to be an effective strategy in gaining popularity and increasing interacting with their audience.
Many people are not taken by this personified type of engagement, as in the end Netflix needs to attract more followers. At the end of the day it is harmless and makes communication with the subscribers less boring. I think by providing personality and fun, a brand or organisation engages a much broader audience.
