We have deciphered ... Netflix's communication strategy on social networks !!!!

In just over a decade, Netflix has grown from 7 million American addicts to its catalog of films, documents and series to 93 million viewers around the world. In addition to completely shaking up the video streaming market, Netflix has also built a communication strategy that is more efficient that some traditional communicative approaches in the media and production sectors.

Communication is a major strategic pillar in the conquest that Netflix is ​​pursuing all around the planet to convince more and more subscribers to take advantage of its services and thereby grow its community. Thus, Netflix's performance owes nothing to chance but to the massive support of an original and particularly effective communication strategy on social medias.

Indeed, nowadays, Netflix has taken the opposite view from the classic communicative approach exercised by its competitors who offer their customers content based on their expectations. In fact, Netflix has adopted what we call a “conglomerated niche” strategy: It develops programs for a handful of – maybe a dozen – different audience interests. These include complicated serial dramas such as “House of Cards”, action series (“Daredevil”), horror series (“Hemlock Grove”), documentary like "A plastic Ocean" or even comic series ("Friends").

However, the originality of the communication plan is that Netflix has taken the habit of announcing in a grouped manner on social networks (Twitter and Instgram) and at the same time, all the novelties that will come to feed its catalog. It doesn't matter whether certain spectators are or are not potentially interested in this or that. The trick is to create a mass effect everywhere Netflix operates in the world and thus induce the perception of a huge catalog where any user can find pleasure. Netflix capitalizes on the strength of its brand and positions itself as a global player even if then, it creates and produces content that sometim

es has absolutely nothing to do with each other. In the eyes of the viewer, Netflix must remain this platform with gigantic resources in terms of content.

As we can see in these two photos, Netflix always makes sure to reveal at the same time the new films and new series arriving on the platform to create a mass effect and to make people think that they will find their happiness among at least one of these propositions. The goal of Netflix is here to push people to subscribe to the platform by appearing as a platform offering diverse and very important content that can please everyone.

Mathilde