When it comes to social, marketers can learn a lot from Netflix. Columnist Chris Kerns discusses the streaming service's social wins and what marketers can glean from them.
Television is changing right before our eyes. Cord cutting, video on demand and the lack of commercial interruption have fundamentally shifted how we watch our favorite shows. But one of the biggest shifts in the media industry over the past few years has been binge-watching.
Up until a few years ago, the term “binge-watching” was barely even on our radar.
These days, it’s become a way of life. Marathon watching sessions have become a national obsession. And one of the biggest companies driving this watch-all-you-want trend is Netflix.
Since it was founded in 1997, Netflix has changed the way we watch, pay for and talk about entertainment. Its social media efforts have grown over the years as new social channels have emerged, and have grown the company to a combined Netflix fan base of 25 million (combining Facebook page likes and Twitter followers).
What can we learn from all the best parts of Netflix’s social presence? How has binge-watching impacted the company’s social tactics, and which pieces can marketers take back to their own strategies? Sit back and grab the remote — we’re about to find out.
Netflix social lesson #1: Big release coming up? Save some content for the after-show
One of the largest ripples Netflix has caused in the media world is the mass-release of every episode for a show, all at once.
We can see the social reaction to that type of release below; this is the pattern of Twitter mentions for a recent big launch for the network, “House of Cards,” Season 4.