No one does marketing like Netflix!
It’s a multi-channel attack — SEO, Social Media, Viral Campaigns. Netflix aces every channel you can name!
Here’s what your startup can learn from Netflix’s kickass marketing strategy 🧵
It’s a multi-channel attack — SEO, Social Media, Viral Campaigns. Netflix aces every channel you can name!
Here’s what your startup can learn from Netflix’s kickass marketing strategy 🧵
1/ SEO
In the bling of Netflix's social media prowess, its SEO efforts are largely ignored.
But, Netflix is a behemoth in terms of SEO.
Just look at their numbers!
- It gets monthly organic traffic of 267M!
- Ranks for 12.9M keywords and has 141M backlinks.
(contd.)
In the bling of Netflix's social media prowess, its SEO efforts are largely ignored.
But, Netflix is a behemoth in terms of SEO.
Just look at their numbers!
- It gets monthly organic traffic of 267M!
- Ranks for 12.9M keywords and has 141M backlinks.
(contd.)
But, Netflix's SEO numbers got us wondering — how exactly does it do so well on the SEO front when all of its content is only visible to its subscribers?
We did a bit of digging to figure this out. And like always we found the answers in Netflix's subfolders!
(contd.)
We did a bit of digging to figure this out. And like always we found the answers in Netflix's subfolders!
(contd.)
So, they have 2 sets of subfolders:
1) /title — includes pages of all the show titles
2) /browse/genre — includes pages for all the movie genres
The first set ranks for keywords with high volume like:
- naruto — 1.94M
- queens gambit — 960K
- the witcher — 668K
(contd.)
1) /title — includes pages of all the show titles
2) /browse/genre — includes pages for all the movie genres
The first set ranks for keywords with high volume like:
- naruto — 1.94M
- queens gambit — 960K
- the witcher — 668K
(contd.)
The second set of pages ranks for keywords like "comedy movies", "romantic movies", "funny shows", etc
Collectively, these 2 pages account for the majority of Netflix's organic traffic!
And, for most of the show titles pages, Netflix easily ranks at the top.
Collectively, these 2 pages account for the majority of Netflix's organic traffic!
And, for most of the show titles pages, Netflix easily ranks at the top.
2/ Social Media
Netflix pretty much NAILS social media.
Be it Twitter, Instagram, or YouTube, Netflix's content is perfectly designed for each platform.
Take the example of Twitter. Netflix's brand account doesn't just share updates on its latest releases.
(contd.)
Netflix pretty much NAILS social media.
Be it Twitter, Instagram, or YouTube, Netflix's content is perfectly designed for each platform.
Take the example of Twitter. Netflix's brand account doesn't just share updates on its latest releases.
(contd.)
But, they instead create fun, quirky posts, and memes.
Their posts at times are so entertaining that one might mistake them for a meme account!
Here are a few examples:
1) Netflix clears the air on password sharing
Their posts at times are so entertaining that one might mistake them for a meme account!
Here are a few examples:
1) Netflix clears the air on password sharing
2) Streaming War Trash Talk
3) How to write a Savage Reply 101!
4) Netflix is totally excited for Stranger Things like the rest of us
3) How to write a Savage Reply 101!
4) Netflix is totally excited for Stranger Things like the rest of us
5) A friendly advice
3/ Viral Campaigns
Now, Netflix's creativity is not limited to being an excellent Twitter account. Their marketing campaigns are equally brilliant!
1) House of Cards
Back in 2016, Netflix was all set to release 13 new episodes of House of Cards season 4.
(contd.)
Now, Netflix's creativity is not limited to being an excellent Twitter account. Their marketing campaigns are equally brilliant!
1) House of Cards
Back in 2016, Netflix was all set to release 13 new episodes of House of Cards season 4.
(contd.)
Only this time, things were different.
The presidential race between Donald Trump and Hillary Clinton was in full swing.
Given all the many entertaining news items that come up during presidential elections, viewers were more tuned in on CNN rather than on Netflix.
(contd.)
The presidential race between Donald Trump and Hillary Clinton was in full swing.
Given all the many entertaining news items that come up during presidential elections, viewers were more tuned in on CNN rather than on Netflix.
(contd.)
So, Netflix came up with an idea to bring fiction to reality!
They released a presidential campaign video for House of Cards protagonist Frank Underwoods' presidential run!
They even created an official website for the campaign and the video was absolutely iconic!
(contd.)
They released a presidential campaign video for House of Cards protagonist Frank Underwoods' presidential run!
They even created an official website for the campaign and the video was absolutely iconic!
(contd.)
2) 13 Reasons Why
To promote 13 Reasons Why, Netflix created individual Instagram pages for each of the characters on the show, almost like they were real people.
These Instagram accounts cumulatively garnered 3.6M followers in a few days!
To promote 13 Reasons Why, Netflix created individual Instagram pages for each of the characters on the show, almost like they were real people.
These Instagram accounts cumulatively garnered 3.6M followers in a few days!
4/ Data obsession + hyper-personalization
Like Netflix is obsessed with content, it's also obsessed with data!
Now, given the fact that it currently has ~222M subscribers, you can only imagine the trove of data it holds on its users' activity.
(contd.)
Like Netflix is obsessed with content, it's also obsessed with data!
Now, given the fact that it currently has ~222M subscribers, you can only imagine the trove of data it holds on its users' activity.
(contd.)
What does Netflix do with this data?
Well, the data is incredibly valuable to identify trends and create personalized recommendations.
So, based on your watching patterns, it will recommend personalized content that you may like.
It also drives Netflix's investment decisions!
Well, the data is incredibly valuable to identify trends and create personalized recommendations.
So, based on your watching patterns, it will recommend personalized content that you may like.
It also drives Netflix's investment decisions!
4/ So, what can we learn from Netflix?
A) The Netflix marketing strategy is a multi-channel attack.
There is no marketing channel that it doesn't absolutely excel in.
But, the strategy for each is very cleverly fine-tuned with what works on that platform.
(contd.)
A) The Netflix marketing strategy is a multi-channel attack.
There is no marketing channel that it doesn't absolutely excel in.
But, the strategy for each is very cleverly fine-tuned with what works on that platform.
(contd.)
B) Memes sell! - Netflix definitely understands this.
Their social media content is modern and definitely understands what resonates with their users.
Also, they are incredibly funny which always works!
(contd.)
Their social media content is modern and definitely understands what resonates with their users.
Also, they are incredibly funny which always works!
(contd.)
C) Finally, Netflix is very much customer-obsessed.
Their marketing decisions and content are not based on random whims. But, rather on their customer data.
So, their ultimate goal is to align all their decisions with what their customers will love the most!
Their marketing decisions and content are not based on random whims. But, rather on their customer data.
So, their ultimate goal is to align all their decisions with what their customers will love the most!
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