From encouraging binge-watching to its innovative recommendation tools, Netflix is unquestionably changing the way audiences consume content. But what about the platform’s social media strategy?
Through 24 case studies, VAST MEDIA took a look at how the SVOD service uses social networks to promote its original content and engage fans all-year-long. To this day, Netflix is available in over 70 countries and for a huge amount of them, separate social media accounts exist – but on a global level, the social media strategy is the same and rests on three pilars:
– creating shareable content;
– interacting with fans and followers;
– engaging them via a variety of user generated content (UGC) campaigns.
An important part of this strategy is Netflix’s #StreamTeam: family bloggers around the world who promote the platform’s content via blogposts, social media activity and various special operations, from real life gifs to student ambassadors and from interactive Instagram maps to horrified faces competitions (for Netflix’s original show Hemlock Grove, see the below example from VAST MEDIA’s white paper).
VAST MEDIA tracks and benchmarks interactive and multiplatform initiatives of broadcasters and producers worldwide. Check out all of their MIPBlog posts here! And be sure to follow VAST MEDIA on Twitter for more updates.
Top photo via Shutterstock – nevodka
