Netflix has gone a long way from its humble beginnings as a DVD-by-mail rental service in 1997. Since then, the company has branched out into a mixed physical rental and digital streaming service, to a pure streaming company, to a brand that streams notable titles and makes its own shows, too.
What exactly makes Netflix's marketing effective? We've cited some common factors below to help other brands understand how they work and pick up some lessons for their own digital marketing campaigns.
Netflix introduces features and offerings that keep it ahead of competing brands, and this helps it maintain its leadership. Its streaming service and its production of original titles to show are just some examples.
The brand puts itself squarely in the shoes of its target market, trying to identify what they feel and what they want. Its recommendations feature is designed to be as relevant to the user as possible so that they get the titles that they can be interested in.
The company avoids using impersonal language as much as possible with their social posts. Casual tones and relatable content are common, and people talk about these topics because they've experienced them at least once.
Building up on the previous statement, Netflix is not afraid to create posts that feel more like a friend striking up a conversation or sharing what they experienced for the day to friends online. They can even go so far as to make posts that invoke intriguing conversations.
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