Today, Netflix has more than 209 million users, far more than its competitors. For example, Amazon has ‘only’ 1175 million viewers. That high number did not just come to them. Every subscriber is partly due to the smart people who are behind Netflix’s marketing strategies.
Netflix is used in 190 (out of a total of 195) countries. How is it possible that the whole world is talking about Netflix? What’s the secret? Part of it is of course due to the range of excellent series, documentaries, and films. And what about the investment in their own productions? But let’s also not forget their brilliant marketing strategy. Like what the cheapest SMM panel can do to maximize social media potential for their clients, the way Netflix uses social media is also part of the success of its marketing strategies. Curious about the recipe, and how you can give a boost to the social media accounts of, for example, the hotel or travel organization where you work? Netflix gives you 6 lessons to create an engaged following.
1. THE PRODUCT SURPASSES THE BRAND, EVERY DAY
When you hear “Netflix,” chances are you’re thinking about the last episode you watched, rather than the red Netflix logo. Just like someone at Shoestring thinks about his or her crazy trip to India. What does that mean? That it is the product that the brand sells. And not the other way around. It’s the quality of the product that helped Netflix get so many subscribers. If the content is substandard, then no matter what strategy you use for social media, it will bring down your brand anyway. Lesson 1 is, therefore: to make sure you sell a super good product (or service).
2. SOUND CHT, AND PEOPLE WILL RESPOND
Connecting people when conversations are fun. And Netflix eagerly exploits this psychological concept by creating an atmosphere with conversations on Twitter that are absurd to some extent. Given the 5 million followers, it seems that people love this conversational style. But they go one step further.
They position themselves as a friend of their followers. This personal style creates a sense of closeness, as the followers don’t feel like they’re in conversation with a company. So think out of the box, especially when it comes to social media marketing. For example, take a look at KLM’s social media accounts: they also have a unique way of being in contact with the target group.
3. QUALITY OVER QUANTITY
Other social media experts often talk about the number of times you post, because it would ultimately be about numbers. Netflix disagrees. Of course, it is important that you keep in touch with your followers and regularly publish something on your social media pages. But even more important is the quality of those messages. Because they determine the visibility of your brand more than anything else.
For example, Netflix ensures that every post has a touch of dry humor to make it engaging. Tweeting with a certain goal is not the end in itself. On the contrary, Netflix really wants to connect with its audience, so every post is carefully edited. By the way, a lot of research into the mindset of the audience preceded this. Netflix knows that the majority of its followers belong to the trendy category, and therefore ensures that the majority of the posts have a similar style.
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4. LISTEN TO WHAT YOUR CUSTOMERS ARE SAYING
To meet your customer’s needs, it’s necessary to know what they want. This way you can respond in a way like: “H friend, I’m listening”. This is also called ‘active listening’. One way Netflix demonstrated its active willingness to listen was through the project called Netflix Socks that they launched in 2015. The project was based on the many complaints Netflix received from its viewers about their tendency to fall asleep while binge-watching. As a solution to this problem, Netflix then teamed up with Deeplocal to develop Smart Socks.
This software uses an accelerometer to detect when the viewers fell asleep. In that case, it sent a signal to the user’s device to pause the episode. Thanks to this almost magical technology, the sleep heads could wake up and just pick up where they left off. This project became a great success that it won a Shorty Award in 2016 for the creative use of technology. The gimmick went viral, yielding an average of 1175 tweets daily, from nearly 20,000 different accounts.
5. PUT YOURSELF IN YOUR CUSTOMERS’ SHOES
What would be the greatest gift for a Star Trek fan? Undoubtedly a collection of all the films in one place. And that’s what Netflix did when they celebrated the latest addition to the Star Trek series. Now Netflix had no relationship with the Star Trek production team or the film itself. But by showing that it was dedicated to the fan base, the company proved that they like to go the extra mile to satisfy the customers.
News of the series quickly spread across social media and won the hearts of many of their customers. Apart from the subscribers, this was even a treat for the employees of Star Trek, who found another reason to fall in love with their company. So come up with a strategy that affects your followers.
6. DON’T LIMIT YOURSELF TO ONE IDEA
When it comes to marketing plans, it seems Netflix’s strategists are full of gob-smacking ideas. For example, they have sometimes created landing pages full of hilarious gifs, where followers were encouraged to share them with friends. For example, the website was linked to social media accounts and Netflix participated in informal conversations with the audience. As more and more people started to get rid of the gifs, Netflix got more and more viewers.
Aside from the tips mentioned above, there are, of course, many more marketing lessons that travel entrepreneurs can learn from Netflix. They are not called the king of media streaming for nothing.
But if there’s one valuable lesson, it’s this:
When you share something on social media, don’t do it to achieve a goal, but do it to really communicate with your target audience. If you try to look out of their eyes, you’ll get a plethora of ideas that you can test for more interaction. Nothing is impossible.