Netflix’s Social Media Strategy Unveiled: A Comprehensive Analysis

Did you know — Netflix has 223.09 million paying subscribers as of the 3rd quarter of 2022?

As the most popular on-demand streaming service, it’s no secret that Netflix has played a huge role in the entertainment industry. But beyond their top-notch content, they’ve also made a name for themselves on social media. 

In this blog, we’ll be taking a deep dive into what Netflix is doing right on social media and how they’ve contributed to their success.

But first, let’s dive into what their social media accounts look like.

Analysis of Netflix’s social media accounts

One of the things that set Netflix apart on social media is their ability to engage with their audience and create a sense of community. They’ve done this through a mix of behind-the-scenes content, interactive posts, and fan engagement.

This has led to them amassing millions of followers across different social media platforms. Here are some of them:

  • Instagram: 32 million
  • Facebook: 85 million
  • Twitter: 21.2 million
  • LinkedIn: 9 million
  • TikTok: 31.9 million
  • YouTube: 25.4 million
  • Reddit: 152.5k

Apart from their primary accounts, Netflix has other social media accounts that have millions of followers collectively. Some of their other Instagram accounts include:

  • Netflix India: 7.6 million
  • Netflix UK and Ireland: 2.7 million
  • Netflix Canada: 898k
  • Netflix Japan: 395k

But how did they rack up these huge numbers?

What makes Netflix’s social media strategy successful?

Let’s look at what goes into making Netflix’s social media strategy a raging success:

1. Experimenting with content formats 

Netflix is always experimenting with different content formats on social media to keep their audience engaged and build a loyal following. 

One way they do this is by using a mix of media types, including images, short clips, and reels. For example, they might share behind-the-scenes glimpses of their shows and movies on Instagram, or use TikTok to create short, visually appealing videos that showcase their content in a fun and engaging way.

2. Engaging with the audience

Besides experimenting with different content formats, Netflix also puts a strong emphasis on creating human and engaging content. 

They do this by sharing personal glimpses into their shows and movies, interacting with their followers, and encouraging conversation and feedback. 

This helps to create a more personal connection with their audience and makes their social media presence feel more human and relatable.

They also actively respond to their followers which makes their account a delight to follow. What’s more, they do so from all their sub-accounts too. 

For example, they retweet content related to the series and movies on their platform.

3. Creating trending content

Netflix is known for creating trending content on social media, including memes and reels using trending audio, to increase the reach of their content.

One way they do this is by staying up-to-date with the latest trends and leveraging them in their content. For example, they might create a meme using a popular series or create a reel using a trending audio track on Instagram.

For example, they recently posted famous lines from their popular show (Bridgerton) and newly released movie (The Recruit) to amass over 100k likes and thousands of comments.

They even share causes they are passionate about on LinkedIn.

4. Social listening

As a top player in the entertainment industry, Netflix knows the importance of staying on top of their social media game. 

How do they do this? One way is by leveraging social listening to get a better understanding of what their audience is saying about them on social media.

Social listening involves monitoring social media platforms for mentions of your brand or related keywords. By using a social listening tool, Netflix can track their brand mentions, analyze their competitors, and see what’s working for them on social media. 

This can give them valuable insights into what their audience is interested in and help them create more effective social media content.

Besides tracking their brand mentions, Netflix also uses social listening to stay up-to-date with the latest trends and conversations in the entertainment industry. By staying current and in tune with their audience, they’re able to create content that ultimately drives engagement.

5. Sharing new releases

Netflix often shares their latest releases and upcoming shows and movies to build hype among their audience. Due to this, they gain considerable traction and get a lot of shares across platforms. 

Ultimately, this content marketing strategy helps them increase their conversions.

6. Creating relatable content 

Netflix’s social media strategy involves creating relatable content for their largely millennial and gen-z audience. So, they not only create memes and fun content, but they also update their bio to famous lines from their top-performing shows.

7. Interactions with public figures

Netflix knows the power of celebrity endorsements and regularly interacts with big names from their social media accounts to add to their reach and credibility. 

For example, they’ve been known to feature celebrities like Daniel Craig, Lindsay Lohan, and Lily Collins.

In addition to featuring celebrities in their content, Netflix also has a strong following from celebrities on their own social media accounts. 

For example, Ryan Reynolds, Jennifer Aniston, and The Russo Brothers all follow their Instagram account, which helps to increase their visibility and credibility.

Their interactions with celebrities on social media have played a significant role in their success as a brand which goes to show how well-crafted Netflix’s social media strategy is. 

8. Focusing on customer relationships

Netflix understands the importance of customer relationships and focuses on building strong connections with their audience via social media. 

One way they do this is by retweeting relevant content often. By sharing content from their followers and celebrities, they are able to show their audience that they’re listening to them. 

This helps create a loyal online following and fosters a more personal connection with their audience.

A glimpse of Netflix’s social media strategy

Let’s take a look at Netflix’s social media strategy effectiveness to understand how your brand can also perform well:

1. Netflix on Instagram

In the past 3 months, Netflix has earned over 100k engagements by posting 452 posts on Instagram. Their average engagement per post comes to 221,657 which is huge for the platform.

During this time, you’ll notice their content consists of 65% reels. Interestingly, their most engaging content is images and reels come in 3rd. 

2. Netflix on Facebook

With 455 posts and over 8.5 million engagements, Netflix’s performance on Facebook is quite commendable. Still, it is interesting to observe how they have better engagement on other platforms like Instagram even though their maximum followers are on Facebook.

Below is a side-by-side comparison of Netflix’s performance on Facebook versus Instagram:

While they post more on Facebook and have over 2.5x the followers, they enjoy massive engagement on Instagram (118% versus 4.2% on Facebook).

3. Netflix on Twitter

On Twitter, Netflix follows a rather fascinating strategy. Their content consists of 43% original content (i.e., tweets) and 45% re-shared content (i.e., retweets).

Another aspect worth mentioning is that Netflix prioritizes video content on the platform (46%) over text and photos. Still, their photo content gets the highest engagement as evidenced in the screenshot below.

4. Netflix on YouTube

From September to December 2022, Netflix posted 294 videos on YouTube. This has led to them reaching a whopping 325,540,512 views and counting.

During this time, their most popular video was Wednesday Addams | Dance Scene.

You can try to outdo Netflix’s social media strategy. How?

  • Social listening
  • Frequent competitor analysis
  • Regular performance monitoring

Create a killer social media marketing strategy with Keyhole

It’s clear that Netflix’s social media strategy is flawless across all platforms. 

From Twitter and Instagram to TikTok, they have found ways to engage with their audience and foster a sense of community. And while it’s certainly helpful to have the resources of a media giant like Netflix, it’s not necessary to achieve success on social media. 

With the right strategy and tools, any business can build a powerful presence on social media.

One way to get your social media strategy right is by using a social listening tool like Keyhole. 

With Keyhole, you can track your brand’s mentions, analyze your competitors, and see what’s working for them on social media. This can give you valuable insights into what’s resonating with your audience and help you create a more effective social media strategy.

So if you’re looking to up your social media game, why not try Keyhole? 

Start your 14-day free trial and see how it can help you to get your social media strategy right.

Related Articles:
Nike’s Social Media Strategy: A Deep Dive

How To Perform A Social Media Competitive Analysis

Frequently Asked Questions

How does Netflix use social media?

Netflix uses social media to build customer relationships and stay updated with trends by engaging with its audience and fostering a sense of community. They do this through a mix of interactive content, regular social media engagement, and sharing updates. By staying active on social media, Netflix builds a robust community and is on point with the latest trends in the entertainment industry.

What is Netflix’s marketing strategy?

Netflix's digital marketing strategy is focused on building a strong online presence and driving engagement through social media and other digital channels. This includes using social media platforms like Twitter, Instagram, and YouTube to share behind-the-scenes content, interact with fans, and promote their shows and movies. Besides social media, Netflix also uses targeted advertising and influencer partnerships to reach and engage with its audience.

How does Netflix target its audience?

Netflix targets its audience through a combination of data-driven marketing and targeted advertising. They use data on their users' viewing habits, preferences, and demographics to create personalized recommendations and tailored marketing campaigns. Besides data-driven marketing, Netflix also uses targeted advertising to reach specific audiences with relevant content.

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