Scroll through any form of social media right now and the chances are you’ll find someone talking about Netflix (or one of its latest shows) without even trying.
A meme from a new show, behind-the-scenes interviews or podcast episodes with the cast, influencers talking unravelling a new fan theory.
This level of visibility isn’t accidental. In a day and age where attention spans are short and audiences are actively trying to avoid traditional advertising, Netflix has figured out how to stay part of the conversation by building a strategy made for how we use the internet.
Whether it’s Stranger Things, Squid Game or Emily in Paris, Netflix essentially treats its marketing activity as an extension of entertainment, with promotions designed to be shared, debated and laughed at, meaning that the end result doesn’t feel like marketing at all. Yet, when a new, highly anticipated release drops, it becomes an instant cultural moment.
While many brands don’t have the budget or resources to match Netflix, the principles behind its success are surprisingly accessible.
So, what exactly do Netflix do differently – and what can business leaders and marketers learn from it?
Looking for something in particular? Jump to one of the following sections:
1. A deep understanding of internet culture
Rather than considering digital as a marketing channel, Netflix understands that it’s a culture, a community made up of real people. As well as referencing moments from its own shows, it joins in the conversation, playing along with wider cultural jokes, trending formats and platform-specific humour. All in all, this makes it feel more like a fan account than a brand account, which is perfect for their target audience.
The lesson: Cultural relevance can’t be outsourced or bought. It requires dedicated teams who are genuinely immersed in their platforms and the communities they’re marketing to. If your content feels safe, it’s probably invisible.
2. Encourage audience participation
Contrary to most marketing advice, Netflix rarely positions itself as the authority in the room. Instead, it encourages passive viewers to become active contributors. Was that character right or wrong? Who deserved better? Which side are you on?
Participation is key for reach. Comments, stitches, shares and reactions tell algorithms that something is worth spreading.
Importantly, this also creates emotional investment. When someone takes to the comment section of a post, they’re no longer just a viewer – they’re involved.
The lesson: Marketing doesn’t have to be a broadcast. Instead, it should be a two-way conversation between you and your target audience. If people can’t respond, share or even disagree with your message, you’re missing an opportunity to deepen engagement.
3. Choose speed over perfection
The teams at Netflix react to trends in real time, and it shows. They accept that not every piece of content will perform, but the willingness to move fast gives them a massive leg up in an environment where relevance is fleeting.
Most organisations are structured for risk avoidance, relying on layered approval processes. By the time the content is approved, the moment is passed and it’s already out of date.
That doesn’t mean you should be careless. But in digital environments, being responsive is often better than being perfect.
The lesson: If your teams can’t publish quickly, the problem isn’t your social strategy. It’s your decision-making process. Speed requires trust, and some tolerance for small failures in exchange for bigger wins.
4. Customer data and personalisation
The biggest game-changer in marketing before generative AI came onto the scene was personalisation, and it’s something Netflix does better than any of its competitors. Every interaction on the platform feeds into an understanding of what users watch and what keeps them engaged.
Two users can see completely different promotional assets for the same show based on their viewing history, making once-intrusive ads feel relevant.
The lesson: Data plays a powerful role in your marketing strategy. Using what you know about your customers reduces friction, increases relevance and, ultimately, means you get better results.
5. Tailor content to each platform
Netflix understands that its marketing platforms are not interchangeable, and their posts reflect this.
Think of it this way: what works on TikTok likely won’t work on your website, and what performs on YouTube just wouldn’t translate to your product catalogue.
Throughout the course of your career, you’ll have heard that ‘consistency is key’. That doesn’t always mean consistency in execution, but consistency in intent.
Many brands fall into the trap of ultra-efficiency – repurposing the same content everywhere. And don’t get us wrong, we love to get the most out of a piece of content. But you need to switch up the format, tone or even messaging depending on where you’re posting.
The lesson: Platforms reward native behaviour, so if your content looks like it was dropped in from somewhere else, audiences will scroll past it. Duplicating content is a smart move, but it must be tailored by platform.
6. Leverage fans as amplifiers
Netflix are really good at talking with customers, not at them. Fan art, theories, memes and edits are often acknowledged and reshared. Netflix rarely tries to control how people engage with its content. Instead, it gives fans permission to play, reinterpret and even critique.
This approach turns viewers into advocates. They see Netflix sharing other fans’ content and so they create more, in more formats, than any team ever could. And because it’s authentic, it carries more trust.
The lesson: User-generated content can sometimes feel messy and not as polished as the content you or your team creates, but it’s also powerful. When customers speak on your behalf, it carries more weight than branded messaging. Where possible, encourage customers to leave reviews and feedback, share pictures and get involved.
7. Tiered subscription plans
Segmenting your audience by type is always a great move because it means you can tailor messaging to different types of customers. This can supercharge email marketing campaigns and targeted ads.
By offering multiple tiers of subscription packages, Netflix gives users control over how they engage. It also means that, from a marketing perspective, Netflix can speak to different customer needs without diluting the core product.
The lesson: Customers don’t all value the same things. Some might appreciate expert advice, while others will be driven by price or availability. Tiered offering and audience segmentation allows you to meet people where they are rather than a one-size fits all model, which can also create resilience in volatile markets.
8. Offline marketing that feels online-first
Netflix’s offline marketing campaigns are designed to be shared online. Whether it’s a billboard, pop-up, installation or stunt, they’re visually striking and often slightly strange. But most of all, they’re made to be photographed and shared online.
This approach means that the real reach doesn’t just come from foot traffic, but from social amplification too.
The lesson: Offline and online shouldn’t be separate disciplines. Physical experiences should be designed as online media assets, making sure they reach beyond the physical space.
This approach means that the real reach doesn’t just come from foot traffic, but from social amplification too.
Final takeaway
Netflix’s viral marketing strategy works because it doesn’t feel like traditional marketing, something that we’re all more aware of than ever. Instead, it works by understanding how people behave online.
You don’t need Netflix’s budget to apply these lessons. You just need:
- To get under the skin of your customers and learn more about who they are, what platforms they use and how they talk
- Use your products or services as a marketing asset, rather than something you’re trying to sell – think about why your customer base loves what you do
- Start a conversation with polls, questions or content that sparks debate
- If you’re jumping on a trending topic or newsjacking, move fast (or give your marketing team the authority to!)
- Try something experimental that sets you apart from everyone else
- Use your existing customers as a platform to expand your reach – chances are, your followers’ followers are also your target audience
And if you need a hand with anything marketing, you know the team at Bubble is here to help! Find out more about our marketing services and how we’ve already helped businesses like yours grow their following.
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