Social Media Monitoring and Analysis. by Aprajita. and Carl.
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Sign In: A Netflix Overview Netflix is the leading online entertainment service with over 117 million subscribers in over 190 countries enjoying more than 140 million hours of content per day, including original series, documentaries and feature films. Subscribers can watch as much as they want, anytime, anywhere, on nearly any Internetenabled screen. Subscribers can play, pause and resume watching, all without commercials or commitments.*
Netflix in Numbers: Worldwide Subscribers: 117.58M
Canadian Subscribers: Est. 8M+
Avg. # of content viewed per week: 1 billion hours
Percentage of users that ”binge watch” shows: 70%
Approx. Value of Business: US$60 billion
Number of countries Netflix reaches: 200
The Netflix subscriber**: 18 - 35 (80% of users)
Likely to be opinion leaders in their group
Pays a premium for quality products and services
Average household income of 100K+
1 in 2 Netflix accounts are shared within families
Technologically adept and skews towards the use of Mobile devices
• Likely to be decision makers or have heavy influences in the running of the family
• • • • • •
Source:
*https://ir.netflix.com/investor-relations
**https://www.prnewswire.com/news-releases/
netflix-is-now-preferred-tv-viewing-source-for-
all-demographic-groups-300270704.html
Netflix has one goal on social media:
“To be entertainment’s biggest Fan.”
Social Media Presence
Netflix has a comprehensive social media presence across a plethora of platforms and has worked well to saturate their presence. They’ve left no stone unturned and have used up relevant platforms to maximize their reach and managed their social media ecosystem exceptionally well.
As of March 2018
44M
1,931
4.81M
22,405
Posts
7M
1,040
Posts
3.2M
1,846
Posts
615K
93
39K
Avg. Likes
283 6,082
Avg. Retweets
185,641
Avg. Likes
1,937
Avg. Comments
209,845
Avg. Views
3,399
Avg. Likes
2095
Avg. Likes
Updates
Posts
950
87,000 92,345
est
N/A
Avg. Comments
1,083
267
est.
177
Avg. Likes
1M 3M
Avg. Shares
Data Not Accessible
Avg. Comments
Avg. pins
Avg. Notes
Who’s Watching?: Engagement with their Audience We defined an “engaged audience” through their level of proactive interaction (comments and shares) with Netflix and their posts. With this, we can see that Netflix does incredibly well with keeping their audience engaged across most of their platforms. We believe that they are doing a great job on social media overall, from tailoring their domestic lifestyle focused audience social media content on Pinterest and Tumblr, to engage in conversations with their more diehard cinephiles on Twitter and Facebook.
They have a diverse and comprehensive social ecosystem that we can really just go on and on about but we are going to limit the focus of our effectivity and engagement analysis to their three strongest platforms: Facebook, Twitter and Instagram
Facebook What makes Netflix such an effective player on Facebook can be broken down into two things: (1) Their fun, relevant and brand-aligned content (2) Their constant and active participation with their followers through responding to comments.
Fun, Relevant, Brand Aligned Content What makes their content FUN and RELEVANT is their ability to curate posts that are a mix of promotion of their content and a nod to current pop culture trends. An examples is their penchant for using memes as well as their current and authentic design language and tone.
Constant and active participation They see what you’re saying and want you to see. From replying to troubleshoot questions and general complaints, to just having a little fun at their, or your, expense, you know Netflix is listening and is hearing you out. That’s part of why they have outstanding engagement rates on Facebook and why fans gravitate to their feed.
Their amazing language, tone and mindset is aligned with all their social media presence and carefully tailored to what functions best on which platform.
For example, on Facebook, they maximized their text dominant postings with short yet complimentary visual elements because Facebook is very text heavy but more visually influenceable as compared to Twitter and the more visually inclined Instagram.
With Twitter, they focus on creating short and punchy tweets that gets their message across. From promoting their content outright to just injecting a little humour.
A great example of this is their most engaged post on twitter in the past year which was a jab at Conan O’Brien.
It was quirky, relatable and hilarious but the cherry on top of the sundae that is their social media managing genius is their response to the replies they got from their followers which is tongue-incheek enough that it’s humorous, establishes their brand with minimum eort and generates a social media atmosphere that is just fun and very human.
Instagram is without question a visual platform and of course, the geniuses behind Netflix used this to their advantage by maximizing their voice and translating it to a visual model that really encapsulates their brand and overall social media communication strategy.
Like all their social media, their Instagram posts centre on featuring key in-house content and talent but also a wonderful peppering of some serious pop-culture references.
A great example is their most highly engaged post in the past year, which was a nod to one of the most popular Netflix originals ever Stranger Things and one of the most buzz-worthy movies in recent memory Black Panther. The post not only generated massive engagement because of its relevance and timing but also created an intentional link to a cinematic success to its eventual accessibility on Netflix’s amazing platform. It is nothing short of strategic genius and Netflix just hits it right every time.
Recommended for You: Are their audiences Content(ed)? Netflix social media audience is diverse and platform dependent but no matter the medium the tone of voice they use, from their streamlined design language to their word choice and cleverness of reference, is creating a social media presence that is wildly entertaining, highly effective and memorable.
They don’t just tell you what’s new on their platform because you can just log-in and see that for yourself and most of their content already gets so much coverage from other sources.
They want you to see them as a fan, as much of a content nerd as you are and that they relate to your emotional connection/obsession with your binges, whether you’re watching Bob Ross painting happy little clouds or the Punisher’s Frank Castle go through his murderous existential crisis, you know Netflix can relate to you and they’re not just another media machine that pushes out content just for the ad revenue.
Netflix gets you and they’re just like any other person on Instagram: They want you to think they’re cool and got their life together and have their ear to the ground with what’s happening right now.
They masterfully connect their own content with a relevant off-platform celebrity so masterfully and tastefully that Instagram reacted overwhelmingly positively.
Their inventiveness and youthful energetic voice really sets them apart in the media landscape and is the driving force behind their social media success.
Netflix can obsess with their fans and their fans appreciate that. They put content and fan interaction in the spotlight which makes them feel real and not self-promoting, even though at the end of the day that’s what they’re doing, their approach is just so authentic that you can’t help but bond with them.
The atmosphere they’ve created on their accounts is nothing short of impressive.You can not only go to their social accounts to be updated on new content but can also engage in an active discussion.
Their social media is an actual COMMUNITY rather than just an announcement platform.
Netflix can switch from meme-generating content to fan servicing teasers and behind-the-scenes looks in an instant making them versatile, highly relatable and effective in every sense of the word.
In a world where brands are on an unending battle for audience attention, Netflix has found a voice that resonates with their entertainment driven and broad fan base.
They take on a persona that is not only relatable but fun and authentic.
Netflix has set themselves apart and so many brands can learn from their example.
What do we feel about Netflix?
Netflix is relatable and fun, giving audiences what they want while staying true to their identity. Their content curation is beautifully done and we have no doubt that they are one of the most well managed social media presence online. As validated by their numerous from the Shorty to the Webby to a wild number of case studies done on their social media execution, Netflix knows what they’re doing and will continue to dominate the landscape.
Netflix knows how to use the social media tools at their disposal and maximize their content to be effective on the type of platform they will be posting on.
They are masters of engaging their audience from, replying helpful tips and tricks to serving epic replies they know who their audience is and how to speak to them.
Their content is unique, self-serving, yet charmingly authentic. They’ve found their groove and shows no signs of slowing down.
We think they’re great with their social media management and we hope they’ll continue the same strategies and tactics they’re using now because it’s working and working incredibly well.
Grade as A+