What you’ll read: The best social media campaigns and strategies that streaming companies use to stand out.
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Having a strong social media presence is essential for streaming brands. Platforms like Instagram, TikTok, and Twitter are some of the best places for customers to learn about new shows, discuss character developments, and get hyped for upcoming seasons. But a strategy that works for Disney+ isn’t necessarily going to work for Netflix — which is why we’re seeing so many unique approaches play out across our feeds. Here are a few favorites you should follow:
Netflix Stays In Character
What works
Netflix didn’t become the largest paid streaming service just because it was first to market — it also knows how to cleverly leverage customer engagement. For example, in 2015 the streaming giant launched deceptively accurate political campaign ads during GOP primary debates to promote new episodes of House of Cards. These campaigns went viral across social media, teaching Netflix several valuable lessons on interacting with fans.
As Bojack Horseman prepared to release its fifth season in 2018, Netflix used these lessons to get Twitter’s community involved with the following steps:
- Refuse to announce the release date publicly.
- Manage Bojack Horseman’s feed as an authentic social media profile by sharing in-character “photos” and asking celebrities if they want to smoke weed.
- Continue to ignore questions about the release date. Let anticipation reach its peak.
- Choose a fan asking about the release date at random, and quote-tweet them sarcastically with the actual release date.
- Bring Netflix’s official Twitter account into the replies for a back-and-forth argument about Bojack’s behavior.
wooowwww congratulations you are the 10000000 person to ask that question your prize is the answer sept 14th now please stop asking me https://t.co/YlMPphjRdq
— BoJack Horseman (@BoJackHorseman) June 27, 2018
What marketers should learn
Great marketing is great content, but it matters where you choose to host it. The exact same campaign would not have succeeded on Facebook or TikTok. Instead, Twitter’s public-facing design and reputation for scandal turned a season premiere announcement into an organic hit. Always learn the habits and interests of social media audiences to know what will make an impact.
Disney+ Leans Into TikTok Trends
What works
Disney+ features a treasure trove of beloved first-party video content, from Star Wars to Winnie the Pooh. So what’s the best way of leveraging these properties on social media platforms like TikTok that focus on shareable, bite-sized videos?
Disney takes two approaches, both of which have proven effective. The first is to produce original TikTok content starring Disney’s talent from upcoming and current releases. For example, when Disney+ relaunched newly-acquired superhero shows from Netflix, it created a “pass the phone” video where actors from Daredevil, Jessica Jones, and Agents of SHIELD could highlight each other’s work.
@disneyplus Can you imagine the group chat 👀 @marvel’s #Daredevil, #JessicaJones, #LukeCage, #IronFist, #TheDefenders and #AgentsofSHIELD are now streaming on #DisneyPlus ♬ original sound – Disney+
The second technique is creating memes using existing videos. This scene from Fish Hooks is an excellent example of repurposing an already entertaining clip with TikTok filters to produce a different effect. It’s also not afraid to resonate with audiences by criticizing the annoying trend of releasing multi-part videos where a single TikTok would suffice.
@disneyplus 12-part storytimes do not pass the vibe check 🥴 Fish Hooks is streaming on #DisneyPlus! ♬ original sound – Disney+
What marketers should learn
While Disney+ didn’t need TikTok to succeed, it’s still putting in the effort to meet the expectations of Disney fans and TikTok audiences. That makes viewers more likely to follow the account while improving brand awareness over the long term.
Twitch Puts the Focus on Streamers
What works
Twitch’s streaming platform is unique because it focuses almost exclusively on live streaming. Its content emphasizes in-the-moment activities, such as video game sessions, sports events, and music concerts. On the other hand, social media content is about brief snippets of past events. So how does Twitch unite these elements for a scrollable Instagram feed?
Twitch’s solution is to put the focus mainly on its streamer community. Professional and amateur live streamers already use Instagram to promote stream highlights. The official Twitch Instagram account repurposes these moments by editing together minute-long videos from authorized Twitch Ambassadors. This approach highlights the full range of live content available on the platform, from gaming to music, which audiences can watch with a quick click.
What marketers should learn
By now, it’s clear that influencer relationships and user-generated content are powerful marketing tools. Twitch uses them simultaneously to promote its most popular voices and attract more viewers to the platform. As an additional benefit, repurposing streamer videos takes some pressure away from creating brand new creative since marketers can focus on existing content with a high ROI.
To create a successful social media account, companies need to balance brand voice, platform features, and audience expectations. If you lean into that dynamic, you’ll gain followers and have some fun in the process.