Updated: Nov 12, 2019
“Content Marketing isn’t just about what’s created. It is about the entire process, including the way you distribute and promote that content.” This means a social media strategy is essential to any content marketing campaign. Quote from Curata blog by Pam Didner
Week three of my Content Strategy, Development, and Marketing (CSDM) course involves better defining my social media strategy for inclusion in my final project; creating a content marketing campaign strategy for the Netflix brand, helping solve a business need. This post will discuss my research on effective social media channels for sharing video content, along with demographic, analytic, and other strategic information that best aligns with Netflix’s target market.
Why Social Media Is Essential for My Content Strategy…
First, it is important to know, video content will be the focus of the Netflix content marketing campaign strategy (CSDM Final Project). Now, why are social media channels key to the success of any content marketing campaign strategy using video content? Well, according to a MarTech article interviewing the CMO at RenderForest, “Statistics show that 55% of people watch videos online every day, and social media videos generate up to 1200% more shares than texts and images combined”.
“Your video content, in particular, is 50 times more likely to appear on the first page of search results than your standard text-based content, according to a Forrester Research report.”
This means that video content will also help Netflix rank higher on search engines which helps with brand awareness, and reaching a large target audience.
Chosen Social Media Channels
Using this knowledge I’ve done some research to develop an effective social media strategy for Netflix’s content marketing campaign focused on video content. Several social media channels are effective for sharing video content. However, I feel three particular channels are ideal for my Netflix content marketing campaign strategy, aligning with the target market demographic and psychographic, business goals and needs, as well as best highlighting the brand messages and call to actions.
Three social media channels, I consider to be best in class to use to distribute video content highlighting Netflix’s brand messages and clear call to actions leading to high conversion rates include Twitter, YouTube, and Facebook.
Why These Three Social Media Channels?
Around 330 million active Twitter users worldwide, use this channel for the latest news and trends on a variety of topics, making it an ideal platform for sharing Netflix brand updates and being apart of an active online conversation surrounding the streaming video entertainment industry. This is an ideal platform for sharing video content for Netflix’s content marketing campaign with being able to use hashtags to reach new audiences and video being a “hidden gem” for the platform with video being shown to be more effective on Twitter than any other networks.
“According to Nielsen, Twitter video is two times more memorable than other premium platforms. The effectiveness of video within Twitter is pretty impressive, too. Video tweets are six times more likely to be retweeted than photo tweets. Why is that? There’s research showing people feel like Twitter video is organic in their social feeds and they respond better to it.” (Why Video is Exploding on Social Media in 2019, 2019). Twitter users tend to reshare/retweet, like, and comment frequently on the platform. Research collected in 2017, shows Twitter video posts get higher engagement with 2.5 times more replies, 2.8 times more retweets, and 1.9 times more favorites (Narang, 2018).
Netflix, along with other top brands including major competitors of Netflix share videos on Twitter as a key part of their content strategy.
For Netflix to be successful on the platform, it will be essential for video content shared to have an early story arc, and show a person/ people within the first few seconds to create a stronger emotional intensity for the Netflix brand, as well as adding words to create stronger engagement with viewers (Forte, 2019). Twitter additionally, is ideal for our target market demographics. As seen in the chart below, Twitter users fit the age demographic for Netflix’s target market.
YouTube is one of the best social media networks for sharing video content for Netflix’s content strategy with more video being consumed on YouTube than any other social network. “Over 1 billion hours of video are watched daily on YouTube in 88 countries in 76 languages, according to YouTube’s statistics.” (Why Video is Exploding on Social Media in 2019, 2019).
Most importantly, YouTube is the world’s second-largest search engine after Google, its parent company. When searching for something to watch or information; YouTube will normally show up at the top of the search engine page with YouTube video options making it an organized video-driven social network that is convenient and simple to use. Generally, marketers find “overwhelming success on YouTube. Out of the 87 percent of marketers who have published video content on YouTube, a whopping 80 percent found it to be an effective strategy.
Netflix has several successful YouTube channels to organize their video content into different categories and content marketing campaigns such as Netflix is A Joke, We Are Netflix, Netflix Kids & Family, Netflix Originals, and more!
Facebook will be an ideal social media network to share video content for Netflix as well, being the largest social media platform with the most diverse audience having over 2.07 billion active monthly users. Users aged between 25 and 34 make up the largest user base which fits in with Netflix’s target market demographics with age, gender, geographics being worldwide and diverse users. This platform is great for spreading brand messages, being entertaining, and reaching a large audience through video content with around 100 million hours of video watched every day on Facebook.
All three of these social media networks help Netflix effectively share video content with their target market reaching a large and diverse world-wide target audience. These social media networks help Netflix show a consistent brand voice being casual, humorous, and relatable with their audience. These platforms are also key to customer feedback, being able to interact and listen to what consumers say in reference to their brand to find customer needs and pain-points.
Video content on these social media platforms is a great way for the Netflix brand to promote their video content library along with their brand messages and call to action, connecting with their target market through storytelling, gaining stronger relationships with current and potential customers and continuing to grow their following.
Video content shared on these platforms certainly helps with search engine ranking, making Netflix’s video content easier to find and share online increasing brand awareness and driving demand for the products and services by promoting video content on relevant social media channels to increase content conversion through effective CTA that are conveniently positioned in the social media posts with easy to click links directed to the Netflix website, along with Netflix blog articles, news releases, and YouTube channels that are all relevant to the the Netflix marketing campaign business goals and needs.
Thanks for reading!!!!
What social media channels would you chose for a Netflix content marketing campaign focused on sharing video content and increasing content conversion?
Please share your thoughts below in the comment section and follow me on Twitter @jessgold_ for more on content marketing and social media trends and strategies.
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