Netflix is the world’s leading paid video streaming platform and the company has been operating its business since 1997. The online platform of Netflix became functional in 2007; roundabout nearly a decade after its business. The platform has a network of 247.5 million subscribers as of 2023 in over 190 countries across the world. Today, we’ll discuss the marketing strategy of Netflix; it will discuss social media marketing, branding, and advertising strategy of the paid video streaming platform.
Marketing Strategy of Netflix
Some of the key elements of the marketing strategy of Netflix are as follows;
SEO (Search Engine Optimization)
A strong SEO strategy helped the company Netflix to achieve high and top ranking in searches by 2017. The company did so by employing simple, easy, and catchy phrases and keywords like TV shows, watch movies online, TV online, watch movies, and others and appeared in the searches. However, the domain authority defends and justifies the SEO of Netflix. The video streaming platform implements both on-page and off-page SEO strategies to attract the attention of customers.
Buzz Marketing
When people have limited information about something, they talk about it and Netflix employs this strategy for its promotion. The company shares the trailer or the snippet of its upcoming movie or TV series with little information. It develops curiosity among people and they want to know what happens next. For instance, Bird Box was a highly successful film on Netflix due to the buzz surrounding it.
Current Trends
Netflix perfectly and efficiently employs social media trends like implementing Instagram trends, Snapchat filters, and posting reels and stories on Instagram. In fact, the video streaming platform has launched a variety of filters relevant to its popular and famous TV series like Money Heist, Stranger Things, Bajack Horseman, and many others.
Moment Marketing
Moment marketing is when Netflix employs the latest current events, situations, circumstances, and occasions for the promotion of its streaming platform. For instance, the platform launched the “Friends Reunion” on Father’s Day. The company shares the clips and snippets with catchy captions on social media platforms to attract the attention of customers toward a particular TV series or movie.
Guerilla Marketing
Guerilla marketing is the unconventional and low-cost strategic approach for the promotion of its brand. This strategic approach comprises unconventional interaction, surprise, and message for the promotion of its brand, product, or service. For instance, Netflix implemented a guerrilla marketing campaign for its popular series “Gilmore Girls” and it helped the company to transform more than 200 coffee shops in the US and Canada.
Pure Content
The thing that attracts the attention of customers to the platform is the release of original shows and movies on Netform. The platform employs its TV series and movies to develop advertisements. In fact, Netflix takes snippets and clips from famous TV series and movies to develop advertisements. The platform runs its ads on various social and digital media platforms.
Hyper-Personalization
The top priority of marketers is to launch and develop personalized marketing campaigns in order to establish long-term relationships with customers. Netflix employs the push notification strategy to send alerts and notifications to the users by suggesting and recommending similar movies and shows relevant to their interests and likings.
Instead of sending the notification of top movies of the week; Netflix sends the personalized message of mentioning the user name “top picks for you.” These small things make a great difference and amplify user engagement.
Social Media Strategy of Netflix
Influencer Marketing
Netflix collaborates with various influencers and content creators on social media platforms to amplify its market reach and engage with a much wider customer market. The other reason for partnering up with influencers is the promotion of events, shows, and movies. However, the platform supports its users in developing and sharing their content relevant to the brand on social media.
Engagement & Responsiveness
Netflix responds to the comments, reviews, concerns, and feedback of customers on social media. The platform connects and engages with its subscribers and followers, and timely response makes them feel connected. The interaction and responsiveness strengthen the platform’s relationship with its audience and amplify their satisfaction level.
Building community
The focus of Netflix’s social media strategy is to engage content that would ignite interaction and promote a sense of community with its audience. In order to engage and entertain users; the video streaming platform shares memes, interviews, and behind-the-scenes footage. The platform supports its users to share their thoughts, reviews, comments, and reactions.
Advertising Strategy of Netflix
Key elements of the advertisements in the marketing strategy of Netflix are as follows;
Partnerships & Alliances
In order to increase advertisement reach, Netflix develops strategic partnerships and alliances with marketers and advertisers. The platform partners with brands, companies, content creators, and celebrities for the promotion of its content. In fact, Netflix also creates buzz by connecting with influencers relevant to specific movies or TV shows; it helps the company to engage a large audience.
Content-based advertising
The focus of the advertisement campaign of Netflix is to promote its content. The platform develops catchy trailers as a part of its promotional campaign to generate anticipation and excitement for a particular show or movie. However, Netflix specifically targets those users who have previously shown interest in the TV show or the movie.
Targeted campaigns
The focus of the advertisement strategic campaign of Netflix is to reach a mass audience. The company launches its advertisements on various platforms like online publishers, video-sharing websites, and social media platforms. However, the platform employs the behavioral insight of users and data analytical technology to make sure the right audience would receive the message.
Branding Strategy of Netflix
Visual Identity & Logo
The branding strategy of Netflix comprises of iconic red and black logo as a visual identity and users could easily recognize it with the TV shows and movies. The bold and simple design of the logo is easily memorable and differentiated from the competitors.
Brand Promise
The brand promise of Netflix is to offer a convenient and personalized advertisement experience to the users. The focus of the platform is to provide personalized recommendations, quality, and convenience, and that’s how the platform shares value proposition with its customers. The company has established a strong position by offering the following;
- On-demand
- Ad-free streaming
- Vast library
- Tv shows
- Original content
Conclusion: Marketing Strategy of Netflix
After an in-depth study of the marketing strategy of Netflix; we have realized that Netflix is the world’s leading video streaming platform. If you are learning about the marketing, branding, advertisement, and social media marketing strategy of Netflix; then you should keep in mind the abovementioned elements.
Ahsan is an accomplished researcher and has a deep insight in worldly life affairs. He goes Live 3 days a week on various social media platforms. Other than research writing, he’s a very interesting person.
