5 Lessons We Can Learn From Netflix.
ADWEEK, one of the largest online Film News distributors discusses the incredible rise of the Video Streaming Giant Netflix and how its not solely based on its unique creative content, but more so, its extraordinary successful media and content strategies. “Here are a few of the valuable lessons on creating and marketing content that brands can glean from Netflix’s example.
Content First. Even the most outstanding social media and marketing strategy won’t save a subpar product. Netflix has excelled at providing high-quality and original content through constant updates, self-developed and self-produced shows and cornering the market for binge-watching. 20 percent of Netflix’s viewership comes from breakout hits like Stranger Things, which traditional content platforms were too conservative to back. And the company is not afraid to invest big money to keep its cachet of must-see content rolling, spending $6 billion in 2017 on video content alone. It’s not just original content that sets Netflix apart. 80 percent of its viewership comes from licensed content, carefully chosen and curated to give subscribers the variety and caliber of videos they have come to expect.
Timing Is Everything. The way audiences consume content has changed a lot in the past decade, and nothing demonstrates this more than Netflix’s strategy of mass-releasing all episodes of a new series at once. Rather than pacing out content and expecting viewers to maintain interest for extended periods of time, Netflix utilizes a social strategy that exploits the current trend of flash interest and viral social media tags. Data analysis of social media shows enormous spikes in social media reaction to big releases, followed by waning interest, and then reignited by the release of related content or news.
Its Dominance is not solely based on it unique content.
Encourage And Incentivize Sharing. Virality is crucial in ensuring that content reaches as wide an audience as possible. Netflix has mastered social media use for discussing, promoting and sharing its content. This is in part achieved by developing content that lends itself to sharing and integrates well with social media. Content is often startlingly current and a natural addition to existing conversations that viewers are having. Netflix also develops shareable content purely for viewers to pass on.
Listen To Your Viewers. The Netflix Socks project is just one (extreme) example of listening to viewers and using their feedback to tailor content, develop new functionalities and remain current. Netflix Socks detect when their wearer has fallen asleep and pause the Netflix show being watched. This technology was developed after Netflix found that many of its users were falling asleep while binge-0watching its content. Developing and selling products such as this is simply one part of a much larger process: Listening to viewers, observing trends on social media, monitoring viewing behavior and thoughtfully providing or tailoring functions and content according to their needs and feedback. Staying current is vital, and Netflix dedicates significant resources to this effort, doing everything from providing special socks to replying in person to Twitter questions. Dedicating personnel time to such endeavors is an investment any business should consider.”
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