This may be one of the most successful social media stories OF ALL TIME. There is a company we have all heard of that has used this strategy potentially better than any of their competitors. How did they do it and who are they? Netflix is the one we are talking about here. Remember they weren’t always “Netflix” that you know. They were an up and coming mail business that is a major brand now.
In this information packed post from brand24 they shed some light on this success:
As opposed to the traditional television that allows social media networks to release only information parallel to a show’s plot, Netflix releases all episodes at once and this forces the brand’s social media marketing team to take their strategy a level up. The point here is to plan and structure campaigns in the way that allows keeping the consistent flow of fans engagement, both at the very premier of the shows as well as after the initial binge.
Often, adding “a wink” to their communication, Netflix does a great job on social as the following numbers prove themselves: 81 million subscribers and counting, more than 23 million Fans on Facebook, 2.03 million Followers of the Netflix US Twitter account and 1.7 million enthusiasts on Instagram Netflix US account!
Ok now those statistics are insane! Let’s take a look at each of their channels:
As you can guess from the numbers above, Facebook is the Netflix’s main social media network. In only one year they gained just under a million of new U.S. Facebook users and seven million new global Facebook followers.
Netflix uses geo-targeting for their Facebook Pages. Splitting the content into the regions helps them offering only the most relevant information to the target audience.
Geotargeting is the key in this part. How many businesses take the time or have the expertise to geo target their users? If you learn how, anyone can do it. This will give you a big lead over all your competitors.
Content & Engagement
Every three-and-a-half hours some new Netflix’s content is posted somewhere on the Internet. At least that is what they say. However, when it comes to the Facebook Pages, this frequency varies. The U.S. Page is, indeed, kept very fresh and dynamic, while for example for the Polish region (Netflix entered this market in the beginning of 2016) at the time of writing this article, the last post was created on the 14th of April, more than a month ago (ouch!)
The U.S. Facebook Page is a mix of videos, gifs and occasionally images, all related to the currently streaming episodes and movies. They often use a dedicated hashtag such as#NowOnNetflix, or hashtags inspired by the movie titles: #TheDoOver or #PeakyBlinders.
What I like a lot is that they let their fans be a part of the family by sharing with them thebehind-the-scene stories. Like this one, where Director of Content Acquisition, John Derderian explains (and gets pretty emotional about) the stories behind getting Bob Ross, a legendary American painter, and art instructor, on Netflix.
Activity activity activity. They don’t release one piece of content and sit back. They keep making posts and their own clever hashtags.
Netflix on Twitter takes more of a good friend’s stand that shares some words of wisdom misted with a pinch of trendy often innovation-related topics and of course a good sense of humour.
In this channel they make it a bit less formal and humorous. Knowing that all social media outlets can have their own flavor and personality is the key there. One post on facebook may differ in delivery and tone than one on twitter.
Content and EngagementOn the U.S. Netflix Instagram account, they tend to post 2-4 times a week. Their content is similar to Facebook posts and includes high-quality, photoshopped images and videos mostly related to the recently streaming episodes and shows. They often link back to the featured celebrities and stars and this definitely helps them to build the reach and their audience engagement.
So their engaging picture focus here is how they put out content on Instagram. Then they strategically link to the celebrities referenced in those pics.
Notice the subtle differences in each main outlet? How would you use this for your existing or new business. If you were a realtor or a handyman or a dog walker for example, think about how these strategies could be similar within your niche.
Good luck entrepreneuring out there and by following these tips you should be off to a good start or even improving your social media strategy!