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Netflix Social Media Analysis Sara Pottle Professor Bridges Emerging Netflix Social Media Analysis Sara Pottle Professor Bridges Emerging Media and Impact of Social Networks Netflix Social Media Analysis Pottle 2 It seems as though every well-known brand must have a social media presence today. The idea of a brand being on social media is it gives audiences the opportunity to interact with the brand, develop a relationship with the brand, and engage in two-way communication. Some argue technology augment, extend, and supplement the way we form connections, this applies to both personal and product relationships (Christakis & Fowler, 2011, p. 256). Social media has become a large part of promoting a brand, providing free advertising and raising brand awareness. The popular media brand, Netflix, has an active presence on three main social media platforms: Facebook, Instagram, and Twitter. The techniques and strategies used vary on each platform. Some efforts and strategies used by the brand appear to be more effective and engaging than others. Through utilizing all main social media avenues, Netflix uses strategies to raise brand awareness and boost interest of content offered, but quality of content and level of engagement across all platforms should be improved upon, particularly through Facebook. Overall, Netflix is more active on Instagram and Twitter than on Facebook. Social media strategists post more often on these platforms and audiences engage with the content more frequently. This makes sense that they are posting more on these on these platforms, as younger users are spending more time on Instagram and Twitter. The content of posts offered on Facebook includes videos, formats such as trailers for TV shows and clips from TV shows, hashtags of content that link to both the TV show’s Facebook page and posts about the TV show (Bridges, 2016). The brand is not very active on this social media platform, they do not post often, only about once every few weeks, and communicate very little if at all with audiences. Audiences are commenting on posts, and many of the comments are suggestions for TV shows and movies they would like to be offered on Netflix, as well as criticisms about the brand and Netflix Social Media Analysis Pottle 3 content offered by the brand. The post content and formats of the content posted are very repetitive, and could be improved upon in order to attract interest and engagement of Facebook users. One positive aspect of the Netflix Facebook page is it’s very internationally friendly. Many international Facebook users comment on the posts, and Netflix posts on this page when they move content to a new country. On Instagram and Twitter, however, content posted is more varied and engaging. Instagram includes celebrity pictures, videos and creative imagery, images on location from movies and TV shows, behind the scenes of original series, tagging celebrities and people in the posts, hashtags, and comments from audiences. The content also plays off common phrases like “binging on Netflix” and “Netflix and chill; this assists in promoting their brand as well as their content. Social media brand pages are a form of unpaid or owned media and are likely controlled by an in-house social media team (Grinblat, 2016). The content offered on Twitter includes videos, clips from TV shows and movies, pictures, links, hashtags, retweets from TV shows they offer as well as celebrities and other brands, retweeting entertainment news relevant articles to the brand or content, creative messaging, emojis, GIFs, and creative graphics. The most variety in posts is clearly offered on Twitter. Netflix is most active on Twitter. It appears that Netflix is primarily using social media outlets to raise brand awareness and awareness of the content the brand offers. One of the goals of digital marketing is awareness, so it is an appropriate strategy for Netflix to use social media to promote the brand and brand content and work their way into the consumer’s newsfeed (Grinblat, 2016). Their strategy for the content of their posts is to create relatable posts about the content and brand in order to build a shared experience and connection with the audience. Netflix is targeting consumers based on Netflix Social Media Analysis Pottle 4 content of the post, but posting about certain TV shows or films, and this narrows their target market by focusing on only one TV show or film for a given post. One technique Netflix uses is relating the content of the post to the audience’s experience with the content. Altering and strategically planning the content of a post is one strategy for targeting a certain demographic or target segment (Miner, Sharecare, 2016). One way reach can be measured through social is by number of followers and engagement level (Bridges, 2016). It is clear that engagement is higher overall on Netflix’s Twitter and Instagram accounts, than on their Facebook account. As far as followers, Netflix currently has over 23 million followers on Facebook, 1.96 million followers on Twitter, and 1.6 million followers on Instagram. The amount of followers they have and their reach on each social media platform does not match with their promotional strategy. One would think that because Netflix has the most followers on Facebook, a more aggressive social promotional strategy may be used on this platform. Yet, promotional strategies appear to be stronger in Instagram and Twitter. Since it seems the promotional strategy is not very strong on Facebook, and Netflix has a large following on this platform, I believe that it would be beneficial to alter the strategy to be more similar to that of Twitter, by posting a variety of content, and content that is more interesting and engaging to audiences. Currently, the Netflix Facebook page has become more of an international chat room for audiences, rather than a space for interaction with the brand. On all platforms the brand should increase their communication with the audience, more two-way communication between the brand and audiences. Particularly on Facebook, audiences are speaking to Netflix, but Netflix is not speaking back to them. One benefit of social media is it allows consumers more power through two-way communication and giving feedback to a brand Netflix Social Media Analysis Pottle 5 (Grinblat, 2016). This would help to strengthen the relationship between audiences and the brand, consumers then might be more interested and engaged to visit Netflix’s social media pages. By implementing this, Netflix may be able to foster a community where audiences contribute to sharing information filtered through the social media page and contributing to collective efforts (Christakis & Fowler, 2011, p. 275). Facebook content does need to be improved, particularly in targeting audiences more through specialized content, as well as improving on audience engagement with the content. Through the perspective of the millennial generation, I like the Instagram and Twitter accounts and how these accounts offer content that supports the brand in an interesting, unique, and engaging way. However, I do not think enough emphasis is put on the Facebook page. If Netflix wants their Facebook account to be more active and noticeable, social media strategists need to post more often, vary post content, and provide more interesting and engaging content that grabs the audience’s attention. Netflix could use a face-lift with their strategies on Facebook, but their overall goal to raise brand awareness and create interest in content aligns with the uses of social media as a promotional strategy. Although, Netflix should capitalize more on their unique brand over social media, showing audiences more behind-the-scenes footage and footage or pictures from events, as well as on set. In order to further extend audience’s shared experience with the content, the quality of the content must be improved, such as using varied video formats and encouraging audiences to participate. For example, holding social media challenges. This may facilitate interactive participation with the brand through social media. Netflix, as a global, influential brand, has the ability to build a more welcoming community on social media to influence the sharing of information, and empower consumers to actively participate. Netflix Social Media Analysis Pottle 6 References Bridges, Nicola. “Social”. 2016. Lecture. Christakis, N. A. & Fowler, J. H. (2011). Connected. New York, NY: Hachette Book Group. Grinblat, Ron. “Digital Marketing Overview”. 2016. Presentation. Miner, Lisa. “Content”. 2016. Presentation. .
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