In 2016, Advertising Age named Netflix the top marketer of the year. This was achieved, in part, by Netflix’s large use of Facebook as an advertising outlet. Facebook allows for Netflix to market new TV shows and generate buzz about popular shows through a company Facebook Page, user generated content, Facebook video ads, and “trending”. There are a total of about 49.43 Netflix users Netflix users in the United States. Those subscribers are utilizing Facebook to discuss the shows they are watching, therefore helping Netflix advertise.
One of the most important features of Facebook advertising is that users can discuss topics with one another, which results in a “trend” in conversation, like a digital Word of Mouth. Trending helps bring certain pieces of conversation to the table and creates a buzz across social media. One of the strongest players in Netflix’s marketing game is that viewers who also have accounts on Facebook are discussing shows they have watched or that are about to be released. This allows Netflix to be advertised by their viewers and boost the number of subscribers to their service.
Netflix doesn’t leave the marketing all up to their consumers. Netflix maintains a Facebook page where the company posts updates and about new releases. One of the most successful aspects of Netflix’s advertising is their sharing of digital content. The company has been known for creating GIFs, videos, memes, and using popular “internet humor” that their consumers can relate to. Facebook users can create their own content to share on their Facebook page about their favorite shows on the Netflix. These posts can then be shared by other Facebook users, furthering the advertising for Netflix. This advertising technique utilizes Facebook’s video aspects and ways of targeting consumers to appeal to a company’s audience.
Facebook not only allows Netflix to connect with its consumers, but also for consumers to connect with each other. This builds a strong bond over the company and allows for Netflix users to be creative with their love for the brand.