I recently saw a tweet from Netflix that said “The next wave of film industry innovation starts here.” The tweet linked to a story that covered the launch of a new Netflix marketing model – something that I had expected to see a while back since Netflix keeps making bold moves to stay relevant.
The model they launched is called “marketing,” and it’s designed to maximize the lifetime value of a customer by creating an environment where films can be both enjoyed and shared.
What is Netflix marketing?
Well, to put it simply, Netflix marketing is all about making Netflix the first stop for everyone who wants to watch a movie or TV show, regardless of whether they’re using the service for the first time or are returning to the platform after some time away. Since Netflix knows that people can become disheartened by the large amount of choice that they face when using the service, they are trying to alter the game so that it’s easier for consumers to find content that they’ll enjoy.
The platform is home to thousands of films and TV shows, so it’s an impossible task for Netflix to keep up with all of the new releases and notify customers when new content arrives. To solve this problem, they’ve created a series of marketing campaigns that are all aimed at getting people to come back for more. These campaigns include – but are not limited to – the following:
With the rise of TikTok and other social media platforms, people are now comfortable sharing their opinions and engaging with content that interests them. For Netflix, this presents a unique opportunity to engage with their audience while also encouraging them to share their content with their followers.
According to a study from HubSpot Blogs, 68% of people said that content worth sharing appeared more authentic and valuable due to the popularity of memes and gifs on social media. This trend undoubtedly presents exciting opportunities for content creators and marketers.
Netflix recognized that not every film will be suitable for all audiences and that some people may need a change of pace. To accommodate these customers, Netflix developed a Recovery campaign where they reintroduce content that was previously canceled after one or two seasons, with the hope that these fans will become advocates for the shows they love and convince others to give them a try as well.
Additionally, with so many films and TV shows available on the platform, it can be difficult for customers to find the content they want to watch — especially since not all of it is available in 4K. To solve this problem, Netflix wants to make sure that every customer knows about content that is both high-quality and suited for their screen. To accomplish this, they have several 4K TV shows and films available from Marvel and Pixar, and DC Comics.
Another important feature of Netflix is its large selection of movies and TV shows that they’ve gathered over the years. Since many people prefer to watch films and shows as they come, Netflix capitalized on this with the introduction of Rental campaigns. These campaigns work similarly to a Netflix gift card — except that instead of getting a one-time use code, customers are presented with an option to keep the film or show up to three months after their initial rental.
According to a recent report from Google Search, 72% of people are looking for content that they can stream, while 61% want to play video games while watching TV shows and films. With the rise of VR, these numbers could increase as people get used to feeling like they’re actually in the scene rather than just looking at images of what’s happening on screen. This trend makes Netflix a potential destination for both consumers and businesses looking to engage with them through video content.
One of the biggest problems for content creators and marketers is getting people to come back for more content. For Netflix, this presents a unique opportunity to encourage people to subscribe through different avenues — such as email, mobile phones, or paper mail — as well as to engage with them throughout the entire process using both traditional and digital marketing methods.
To increase the chances of people ordering food after viewing their favorite show, Netflix created a partnership with Postmates — a fast-casual delivery service — where they offer customers a $5 credit toward their next order if they’re going to watch a show or film that costs more than $5. Additionally, Netflix offers a $1 million annual renewable entertainment program for businesses.
While Netflix’s marketing model is definitely interesting, it’s important to keep in mind that all of these campaigns are designed to encourage people to keep coming back for more — regardless of whether or not they actually enjoy the content.
To succeed in the new entertainment landscape, content creators and marketers will need to implement marketing strategies that are both effective and relevant.