It’s not new that a brand name has become a general term like Google, Onesies, Bubble Wrap, Kleenex, and a whole lot more. This norm has been happening ever since advertising has reached a relevant number of target markets. But in this age where competition is tight due to the advancement in technology and digital marketing campaigns in Singapore, owning an ‘activity’ or ‘product’ may seem to be challenging, especially if you are competing against hundreds of rivals.
Netflix, an American media-services provider, has utilised modern technology to remain one of the biggest names in the online streaming scene by offering a wide variety of TV shows, movies, documentaries, via their app or web platform.
From 34 million subscribers in 2013, Netflix now has a whopping 223 million paid subscribers worldwide. Netflix is also the seventh largest internet company in the world, just behind Alibaba. These are not just ordinary shows and documentaries. These are multi-awarded shows that made noise in the last few years. Among these Netflix Original shows are Squid Game and Stranger Things, amassing not less than 100 million viewing hours.
From the basics of going viral to producing their own shows, let’s take a look at some of their content and social media marketing strategies that led this app to where it is now and how can a digital agency replicate them to your brand.
Content Marketing and Netflix
The content is their product. It’s one of the biggest advantages that Netflix has among other apps that cater to games or other services. Because of that, Netflix paid careful attention to beefing up their content. However, they didn’t go for traditional marketing. They did not just focus on featuring the trending shows and movies, they innovated when it comes to their list. Since content is their ultimate ammunition, Netflix made sure that they will offer not just what everyone is watching but what everyone is missing. In that way, users will not just go to their app to rewatch a favourite show but they will also go to Netflix to look for something fresh and new.
Another breakthrough that Netflix did not miss is investing in producing original contents. Hence the launch of Netflix Originals. Instead of just marketing what big film and TV companies have already produced, Netflix is also brave in putting their bet on creating spin-off shows, original shows, short films, and movies. Through this, they have created a whole new target audience with an established loyalty.
In the light of making their content more powerful, Netflix makes their data gathering more personal – in terms of what to show in your feed. They track your browsing behaviour and the types of content that you watch to be able to offer a tailored list of shows to watch. These data are useful in suggesting you the best contents, that’s at par with your preference, which gives you more reason to stick around longer. It’s basically monitoring your user behaviour to provide more relevant content.
Aside from that, Netflix also showcases a teaser or trailer before releasing a show or movie which amps up the excitement. Netflix uses a smart algorithm where it can identify who might be interested in an upcoming show. Through this collective data they were able to come up with ideas on what to put next on the app.
The cherry on top of their fruitful content marketing is creating campaigns that are shareable on social media. Publishing teasers, personalised posters, digital ads, and even memes make their online presence harder to miss. Their posts and online contents have become part of the users conversations which is consequently helping brands and show promotion at the same.
Key Marketing Principles Of Netflix
As one of the most successful companies globally, Netflix implemented some of the principles of digital marketing and content creation.
Netflix fosters a solid relationship with customers by personalising their viewing experience. To do this, Netflix collects and analyses data and applies it all across the customer journey stages. In similar ways, a digital marketing agency can help you form customer-centric marketing strategies for your business.
In 2018, approximately 70% of viewers watched Netflix shows on TV and the runner-up devices were desktops and smartphones. Netflix innovated their app by making it accessible to any device, from smartphones and tablets to TV and desktops.
By simply making the application accessible to multiple devices, Netflix has already increased its audience. Moreover, it also boosted the viewing experience of the viewers.
Netflix takes advantage of innovating data analytics to improve the personalised viewing experience. For instance, after searching for or watching a show or movie title, Netflix will recommend shows and movies you might like based on your activity within the app. A digital agency in Singapore can help you revolutionise your marketing strategies through innovation.
Netflix Marketing Strategies
Netflix will not be as successful as they are now without implementing stellar digital marketing strategies. Here are some of the strategies Netflix has used to achieve the marketing success they have today:
1. Personalised Content
Netflix likes to capitalise on the personalised viewing experience. They put efforts into putting customised recommendations that viewers find convenient, especially since Netflix has a broad library of movies and shows to choose from.
Netflix’s personalisation is on a different level. For instance, a movie thumbnail on your Netflix account is different from the others despite being the same film. According to Vox, Netflix tailor-makes thumbnails for each user, depending on their streaming history. Your location may also affect what thumbnails appear on the movie and show catalogues.
2. Website Design and Development
Netflix boasts their self-setup website design, meaning it is so simple, user-friendly, and easy to navigate, a person can set their account effortlessly. Netflix users can find movies by searching for the actors or directors of the film.
Netflix’s UI and UX have been well integrated into their website and mobile apps to meet the consumer’s demands. For instance, they have a mobile application compatible with tablets and smartphones. The website and the app look the same whatever device you are using to access Netflix. It prevents confusion and enhances the user experience of the viewers.
For better recognition, Netflix uses movie posters for their thumbnails. When watching a series, Netflix allows users to switch to the next episode and skip the introduction entirely, which people find very convenient. These are only a few of the many plausible UI and UX strategies of Netflix.
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3. Multiple Channels
Netflix has diversified its channels. Besides connecting your computer to your TV to be able to watch Netflix, some smart TVs have pre-installed Netflix apps viewers can use. It does not require connecting your mobile or desktop device.
Netflix’s navigation and interface are on-point and very straightforward. For example, on the homepage of the mobile app, you can see the top recommended movie or series for you. It also gives you information such as the film’s theme, setting, and genre.
By clicking the Movies tab on the homepage, you will see the top movie for the day, while the TV series tab will lead you to the top or recommended TV shows. Both can be sorted according to the theme and genre. Users can also return to the series they have left at the designated collection on the homepage.
To ensure no buffering while streaming shows, Netflix recommends users have at least 3 Mbps to watch in High definition (HD) while 15 Mbps Ultra HD (UHD). If the user has limited bandwidth, Netflix still allows seamless streaming but in a lower video quality setting.
4. Growth Hacking Marketing Campaigns
Perhaps, one of the most notable marketing strategies of Netflix is its growth hacking marketing campaigns.
Netflix used a doomsday hidden camera prank to promote the Don’t Look Up movie starring Jennifer Lawrence and Leonardo DiCaprio. In this prank, Netflix faked a doomsday event by erecting a fake office, filming a fake newscast, and hiring actors.
In another marketing campaign, Netflix released video footage of alleged stealing of the gigantic Mall of Asia Globe in the Philippines. Later on, Netflix later revealed it was a part of the PR stunt for their film Red Notice, starring Dwayne Johnson.
Netflix also utilises multiple social media platforms to promote its content. For example, this Stranger Things-themed Snapchat filter used augmented reality (AR), which became a hit with viewers and Snapchat users. An award winning digital marketing agency takes advantage of multiple platforms and devices to maximise their audience reach.
5. Search Engine Optimisation
Netflix also uses SEO or search engine optimisation, including geotargeting and international SEO, for its digital marketing strategy. SEO helps boost Netflix’s organic search. They use relevant keywords and optimise their content and URL structure for geotargeting.
Besides the content, Netflix also works on their website authority to boost its visibility. These strategies will help Netflix drive organic traffic and establish an online presence.
6. Email Marketing
Email marketing is far from dead if you will ask Netflix. Netflix uses emails in many ways. They send emails to welcome new users upon sign-up. They send emails to promote their new content and build the hype up. They also inform their users regarding their updates through email.
For more personalised emails, Netflix uses the data they gathered from the users to recommend movies to you according to your past activity. Besides recommending, Netflix also reminds you to return to shows you seem to have stopped watching or rewatch films and shows.
7. Social Media
Netflix finds social media a great tool to connect to its audience in real-time through engaging posts and responding to social media users. Here are examples of Netflix’s engaging content on multiple social media platforms:
In this content, Netflix is trying to promote its upcoming content to its audience by providing a snippet from the show. These trailers build anticipation and hype and keep the audience on the hook for the show.
Meanwhile, in this content, Netflix shows the side of the actors from the audience’s favourite Netflix shows through fun interviews. Netflix also gives a sneak peek of the set, behind-the-scenes footage, and other photos of the celebrities.
On Instagram, Netflix produces Reels that are timely and relatable to the audience. In the example above, Netflix compared the show’s character to bread, which is a traditional Halloween food. It is a perfect content for the approaching Halloween season.
Although the word meme, which came from the Greek word mimema or imitated, was first used in 1976 more scientifically, internet memes became a part of social media culture in the 1990s and gained popularity in 2010. Memes are usually humorously captioned images, videos, and GIFs spread across the internet. Today, many digital marketing companies use memes as a digital marketing strategy primarily because memes are shareable, wholesome, and get viral quickly.
Social media is where brands can communicate with their audience directly. In the example above, we can see that Netflix’s official Twitter account replied to the user who quoted their content in a funny and friendly manner. It is a way for brands to showcase their brand voice and carefree side and build relationships with their audience.
Netflix Social Media Marketing
Netflix indeed dominates multiple social media platforms, from Facebook to Twitter, with engaging, witty, funny, and relatable social media content. This part will further discuss the social media marketing strategies of Netflix.
Netflix’s visibility across the Internet is incomparable. They are reachable in all social media channels, from all types of devices. What’s more interesting is how they have Pages and Accounts for different countries, which makes campaigning and promotion more effective.
1. Brand voice
In social media, Netflix showcases authenticity. They have a unique voice when interacting with their users and subscribers. Unlike other companies who are too afraid to step out of the ‘formal’ tone, Netflix sounds more approachable online that fits the personality of most of their users. Brand voice is a must in digital content creation.
2. Social Media Feedback
Netflix has also leveraged their target audience’s feedback on social media and improved their marketing efforts. One of the most common, and probably one of the most useful upgrades that they did was Netflix Socks. It was a result of listening to their audiences about how many users who are binge-watching are falling asleep. So, they solved the problem by creating an accelerometer that detects when users are inactive then sending a signal to them to continue or pause. This creative use of technology won a Shorty Award which only connotes how successful it is.
3. Consistency in Social Media Content
Social media is also a number’s game. Which only means that if you want to stay relevant, you have to regularly post on social media and keep your audience engaged all the time. Netflix’s approach on social media is also innovative. They create witty and humorous posts which contribute to triggering the interests of the users. They also use ‘inside jokes’ or ‘quotable quotes’ from popular shows to make it more relatable, a common tactic among digital marketing agencies.
Marketing A Good Product
All of Netflix’s initiatives are actually paying off for a long term goal, which is actually good for business. But this can be significantly improved by building a tight-knit community, consistently producing high-quality content, reaching a wider audience, and encouraging people to create content that will benefit the brand. Netflix is also the epitome of why brands should not only use a single digital channel but to be present on multiple platforms to have a strong digital presence.
There is so much to learn about Netflix’s digital marketing strategies. With the help of a digital marketing company, you can replicate these strategies in your own brand. Maybe your brand can be as successful as Netflix in the future.
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