Netflix’s Outstanding Marketing Strategies

Netflix, an American streaming service, is an app and website that offers a wide range of TV shows, movies, and documentaries through its app or web platform.

From 34 million subscribers in 2013, Netflix now has a staggering 223 million paying subscribers worldwide. It is also the seventh largest online service company in the world. These are not just ordinary shows and movies, either. In recent years they have won major awards, such as Netflix Originals Squid Game and Stranger Things, which have racked up no less than 100 million hours of viewing.

Netflix’s Content Marketing

Content is Netflix’s product. That is why it pays close attention to content development. Netflix doesn’t follow traditional marketing and doesn’t focus only on promoting popular shows and movies; it has also innovated when it comes to its category listings. Because content is Netflix’s strength, it has to make sure of not only what people are watching but also what people are missing. That way, users don’t open the app just to rewatch their favorite shows; they also come to find something new.

Another breakthrough Netflix didn’t miss was investing in content production with the launch of Netflix Originals. Instead of only marketing what the big film and television companies had already produced, it also boldly bet on creating its own shows and movies. In doing so, it built a completely new target audience with established loyalty.

To make its content richer, Netflix collects user data on what to display on the home page. It tracks your browsing behavior and the types of content you watch so it can offer a list of suitable shows to watch. This data is very useful for recommending the best content that matches your interests, which gives you more reasons to stay longer. Essentially, it monitors your user behavior to deliver more relevant content.

In addition, the home page also features a trailer before a show or movie is released, which adds to the excitement. Netflix uses a smart algorithm that can identify who may be interested in an upcoming show. Through this collective data, it can get an idea of what to put on the app next.

Netflix’s Key Marketing Principles

As one of the most successful companies worldwide, Netflix has put a number of digital marketing and content creation principles into practice.

Customer-Centricity

Netflix fosters strong relationships with customers by personalizing their viewing experience. To do this, it collects and analyzes data and applies it across all stages of the customer journey. In similar ways, some agencies can help you build customer-centric marketing strategies for your own business.

Integration

In 2018, about 70% of users watched Netflix shows on TV, rather than on desktop computers and smartphones. Netflix innovated its app by making it accessible on every device, from smartphones and tablets to TVs and desktop computers.

By simply making the app accessible on many devices, Netflix grew its audience. What’s more, it also improved the viewing experience.

Innovation

Netflix takes advantage of innovation in data analytics to improve the personalized viewing experience. For example, after you search for or watch a show or movie title, the home page recommends shows and movies you might like based on your activity in the app.

Netflix’s Marketing Strategies

Netflix wouldn’t be as successful as it is today without excellent digital marketing strategies. Here are some of the strategies behind its success:

Personalized Content

Netflix loves to leverage a personalized viewing experience. It works hard to deliver tailored recommendations that viewers find convenient, especially since it has a vast library of movies and shows to choose from.

Netflix takes personalization to another level. For example, the movie thumbnails you see differ from other people’s thumbnails even though it is the same movie. According to Vox, Netflix customizes thumbnails for each user, depending on their streaming history.

Website Design and Development

The website is simple to use, user-friendly, and easy to navigate, so a person can set up their account with ease. Netflix users can find movies by searching for a film’s actors or directors.

Netflix’s user interface and UX are well integrated into its website and mobile app to meet consumer needs. For example, Netflix on mobile is compatible with tablets and smartphones. The website and the app share the same interface for accessing Netflix. This prevents confusion and improves the viewers’ user experience.

To make titles easier to recognize, Netflix uses movie posters for thumbnails. While watching a show, Netflix lets users jump to the next episode and skip the intro entirely, which people find very convenient. These are just a few of Netflix’s many smart UI and UX strategies.

Multichannel

Netflix has diversified its channels. Besides connecting a computer to a TV to watch Netflix, some smart TVs come with the Netflix app preinstalled for viewers to use. It doesn’t require connecting your mobile device or desktop computer.

Netflix’s navigation and interface are spot-on and very simple. For example, on the mobile app’s home page, you can see the top recommended movies or series for you. It also gives you information such as the theme, setting, and genre of the movie.

By clicking the Movies tab on the home page, you will see the top movie of the day, while the TV Series tab leads you to top or recommended TV shows. Both can be sorted by theme and genre.

To avoid buffering while streaming shows, Netflix recommends that users have at least 3 Mbps for HD viewing and 15 Mbps for Ultra HD (UHD). If users have limited bandwidth, Netflix still allows streaming, but at a lower video quality setting.

Experiential Marketing

In recent years, Netflix has frequently run impressive experiential marketing campaigns that create deep connections with audiences. These activities help the “streaming giant” capture the attention of passersby and give them an interactive experience that captures the spirit and signature elements of well-known shows on the platform. Thanks to these efforts, Netflix has built strong awareness of upcoming series and made it easier for audiences to decide what to watch. Here are some examples:

Search Engine Optimization (SEO)

Netflix also uses SEO, including geo-targeting and international SEO, for its digital marketing campaigns. SEO helps Netflix increase organic search traffic. It uses relevant keywords and optimizes its content and URLs.

Email Marketing

Netflix uses email in many ways. It sends emails to welcome new users when they sign up. It sends emails to promote its new content. Netflix also notifies users of updates via email.

For more personalized emails, Netflix uses the data it collects from users to recommend movies based on your past activity. Besides making recommendations, Netflix also reminds you to return to shows you haven’t finished or to rewatch movies and shows.

Social Marketing

Netflix sees social media as a useful tool for connecting with its audience in real time through engaging posts and replies to social media users. Below are examples of Netflix’s engaging content across several Social Marketing platforms.

• Facebook

Netflix tries to promote its upcoming content to audiences by sharing a clip from the show. These teasers leave audiences hooked and curious about the show.

Meanwhile, Netflix shows a side of the actors from audience-favorite Netflix shows through fun interviews. Netflix also shares behind-the-scenes footage and other photos of celebrities.

• Instagram

On Instagram, Netflix produces Reels that suit its audience. In the example above, it compared the show’s characters to bread, a traditional Halloween treat. This is the perfect content for the approaching Halloween season.

• Twitter

Although the word meme, derived from the Greek mimema meaning imitation, was first used in a more scientific sense in 1976, internet memes became part of social media culture in the 1990s and grew popular in 2010. Memes are usually images, videos, and GIFs with humorous captions that spread across the internet. Today, many digital marketing companies use memes as a digital marketing strategy, mainly because memes are shareable, wholesome, and spread quickly.

Social media is where brands can communicate directly with their audiences.

Netflix’s official Twitter account has replied to users who quoted its content in a humorous and friendly way. It is a way for brands to show their brand voice and their lighthearted side and to build relationships with their audiences.

Netflix’s Social Media Marketing

Netflix truly dominates many social media platforms, from Facebook to Twitter, with engaging, witty, funny, and easy-to-understand social media content. This section discusses its social media marketing strategies in more detail.

Netflix’s visibility on the internet is unmatched. It is accessible on all social media channels, from all types of devices. What’s even more interesting is how it has Pages and Accounts for different countries, which makes its campaigns and ads more effective.

A Unique Brand Voice

Netflix has a unique voice when interacting with its users and subscribers. Unlike other companies that are wary of speaking out online, it comes across as more approachable, matching the personality of most of its users. Brand voice is a must in content marketing.

Social Media Feedback

Netflix has also leveraged feedback from its target audience on social media to improve its marketing efforts.

One of the most popular, and perhaps most useful, upgrades it has made is Netflix Socks. It came from listening to its audience about how many binge-watching users were falling asleep. So it solved the problem by creating technology that detects inactive users and then sends them a signal to resume or pause. This innovative use of technology won a Shorty Award.

Consistency in Social Media Content

If you want to stay relevant, you have to post on social media regularly and keep your audience engaged at all times. Netflix’s approach to social media is also very creative. It creates witty, funny posts that help spark user interest. It also uses jokes or quotes from popular shows to make its content more relatable, a common tactic among digital marketers.

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