Netflix has become the go-to place to stream movies and shows. According to fortune.com, it alone consumes about 15% of the world’s internet bandwidth.
Interesting for a company that originally posted DVD by mail. What makes it have an edge in streaming services are its very innovative and different marketing strategies, and its wide variety of content.
But let’s start with Netflix’s journey…
Flicks on the Internet
Yess… Netflix comes from net(as-in internet) and flicks(informal for movies).
Netflix was first founded in August of 1997 by two serial entrepreneurs Marc Randolph and Reed Hastings. Users would browse and order the films they wanted on their website, put in an order, and it would post them to your door. After renters had finished with the DVDs, they would simply post them back. They launched a monthly subscription plan in 1999, and a movie recommendation system in 2000; it wasn’t until 2007 that it introduced streaming.
Netflix, available worldwide since 2016, has over 182 million subscribers and now streams movies, shows, and documentaries including much of its original content.
Staying Ahead of Competitors
The now streaming service moved onto streaming business after Amazon and Walmart entered into the DVD rental service. It was first to use Facebook for advertising and connecting with people. When other streaming services were finding their way into the market, it was focusing on its original content which was exclusive.
Being Connected with the Audience
Netflix’s high social engagement, is also another cost-free marketing strategy. It’s something that helps the brand maintain an edge over its competitors when a customer wishes to watch content.
Getting retweeted or getting a reply on your posts is common and done often by the streaming service.
Holding polls serves 2 purpose: inciting interest for movies and shows, and learning consumer behaviour.
Personalised Content and Settings
Like any other streaming service, it has a pretty good recommendation system for its content. Then what makes it…..?
It doesn’t force any of its content on you, rather focuses on a small number of movies or shows that match your previous search and watch history. Emails and app notifications also serve your personalized content.
If searched movie isn’t available on Netflix, it would recommend you movies very similar to the searched movie.
It also learns whether the consumer likes to skip intro, if yes, then the option appears without even clicking on the screen. This and many more features make it stand apart.
Different Strategies for Different Content has new strategies in store for new content.
Netflix has new strategies in store for new content.
These and many more innovative strategies have been used by the streaming service to promote their content.
Leading on Social Media
Netflix is popular on social media platforms … Isn’t it every teenager’s dream? It uses social media to gain attention and advertise.
It even stepped into meme culture.
Let’s look at one such example…
Radhika Apte was getting trolled for being featured in a large number of Netflix originals in India.
Netflix created a meme campaign around Radhika Apte. This has turned trolling into serious appreciation & has gained more popularity for being witty.
There are so many more things that it does, just check out the Instagram accounts of Netflix.
These little social media things help the streaming service to add more user and promote their platform, creating a strong brand image
The Way Netflix Uses the Pop Culture
Netflix uses pop culture to promote its content.
For example, using memes to promote movies, and TV shows.
For Bojack Horseman, producers have created an Instagram feed from the main character’s perspective capturing his original illustrations.
It also starts various challenges or gets involved in challenges. For example, the Birdbox challenge was started by the audience but is conspired to be introduced by the streaming service.
Youtube videos, attractive posters, charts, social media recommendations, wallpapers, games etc are a big part of its advertising.
Ok… This is done by everyone… But it ensures that you get new, engaging content. It always has something new to offer.
But Most Importantly
Marketing a bad product will make it fail faster. Instead of using the brand name to sell its products, Netflix uses its product to sell their brand. Netflix takes time to focus on its content and creates campaigns around them; to promote the content and engage the audience.