netflix

Over the years, slowly but surely, Netflix has morphed into an original content machine. At the same time, they have honed their brand content strategy into an incredibly sharp tool. One that literally mows down their competitors. Look at their brand growth numbers: In 2016, Netflix reached over 109 million streaming subscribers worldwide (that’s one gigantic list). The company additionally raked in well over $8 billion in revenue during 2016. And, according to Tech Crunch, over 75% of U.S. households subscribe to the streaming service. Netflix’s success has been staggering. Some have even touted that the company is changing movie culture as we know it. Think of one streaming service that competes nose-to-nose with Netflix. Which ones have the same amount of quality shows? Which ones offer original content at the same level? There are competitors (like Hulu and Amazon), but let’s face it: Right now, there is no competition. Not for content, not for content delivery, and not for content promotion and engagement. Nobody says “I’m going to stay home and watch Amazon” when asked about their plans for the night. Instead, the following phrase has become part of the cultural consciousness: “I’m going to watch some Netflix.” So, how do they do it when it comes to marketing? You might be surprised to know that Netflix heavily relies on content marketing, and key brand engagement strategies that every content marketer can implement. Read this guide — all the way through — and be inspired with your content efforts. Let’s delve into Netflix’s brand content strategy. How a Blazing Brand Content Strategy is the Formula for Netflix’s Dominance Netflix’s brand content strategy is obviously strong. But why, exactly, does it work so well? Let’s start with a look at their history. The Early Beginnings: How Netflix Became an Original Creator Let’s explore their history first, a bit. Netflix used to merely offer up a buffet of movies and TV shows created by others. Now, they’ve got their own table groaning under the weight of shows cooked up in their very own kitchen. For example, look how many of these shows have the Netflix logo stamped proudly above their titles: Note the ratio of “Netflix originals” compared to the amount of off-brand content in these feeds. Every other option – more than every other option – is from Netflix’s own studio. The thing is, nobody is complaining. People are eating up Netflix’s original shows and asking for more. Some shows have reached beloved, cult-status territory. Think Stranger Things, House of Cards, and Unbreakable Kimmy Schmidt. Others have been outright hits – Mindhunter, The Keepers, Orange Is the New Black, and The Crown come to mind. 6 Ways Netflix is Killing It With Their Brand Content Strategy Now, let’s piece together how it all ties up into a neat bow (a red one, naturally). 1. Using the Data at Their Fingertips (Can You Say “Content Audit”?) Netflix’s success didn’t come from lucky guesses or half-hearted research about what their audience wants. Think about it: Before it started producing original content, the streaming service already had tons of data to work with from looking at their customers’ habits. This included how people watch TV and movies, what they like to watch, and when they prefer to watch. This was undeniably a huge advantage for them. A giant amount of information about user preferences was ready and waiting to be turned into audience-specific content gold. They looked at what was winning with viewers, and they ran with it. This kind of content audit proved vital to the success of their fresh content ventures going forward. And, there’s no doubt looking at the data will continue to do so. 2. A Defined Target Audience Let’s backtrack and look at Netflix’s current roster of new shows out right now. You may notice a bit of a pattern appearing: Are any of these shows for children or families? Would they appeal to the average teenager? What about seniors? No, no, and no. Netflix quite obviously has their target audience cornered. Over and over, they target their shows to the 18-49 age bracket. Of course, there are always exceptions, but most of these shows will only appeal to adults looking for smart plots, escapism, or nostalgic escapism (Stranger Things is arguably a love-letter to ‘80s movies, while Godless is a modern take on Westerns that still has all the hallmarks of the genre). Here’s the key, though. They’re sitting at the intersection of knowing their target audience and understanding that audience’s preferences. What Frank Sinatra sang about love and marriage applies here, too. You can’t have one without the other. Netflix knows their customer and what they want to see. (The aforementioned content audits/data analysis helps, undoubtedly.) The content they produce reflects that to a tee. 3. The Brand Content Strategy Crux: High-Quality Content Pushed Out Consistently Part of Netflix’s success is the quality of their shows. They keep putting out binge-worthy, good stuff. Just look at this list Thrillist put together of the top TV shows of 2017. Many lists like it are out there, but they all have one major similarity: Netflix is overwhelmingly the top media producer represented. Others make appearances, like HBO, NBC, and FX, but Netflix beats them all for the highest number of shows on the list. Out of 42 total, 11 are from Netflix. That’s over a quarter of the pie. Their commitment to quality is part of the reason viewers come back for more. It’s additionally why Netflix is practically a household staple. However, the way they deliver their content is of equal importance. Strategic Release Dates Instead of releasing new shows and new seasons of shows randomly, Netflix does it strategically. Look at the release of Stranger Things 2. In the U.S., the streaming service dropped all episodes on October 27, which happened to fall on a Friday. For the show’s creepy, ‘80s-monster-movie-adventure vibe, the weekend before Halloween was a perfect launch date. Plus, to make things more … Read more