Panel received executives from the platform to tell how the work to promote new titles is carried out
Netflix was the protagonist of one of the stages on the first day of Rio2C, which started this Tuesday (4). The Summit BITS stage welcomed Elisabetta Zenatti, VP of Content, Jana Borges, senior director of marketing and Julio Neves, director of discovery and promotion of the platform.
The chat, mediated by Leonardo Edde, founding partner of Urca Filmes and president of the Interstate Audiovisual Industry Union (SICAV), aimed to break down the so-called “Netflix Effect” and talk about the way streaming works to connect with the public.
Initiated by Elisabetta, the executive highlighted that Netflix gave consumers more power of choice and control, something that had not been seen before. Furthermore, she also stated that the company works based on four pillars: reach, variety and quality, recommendations and fan engagement. “Together, they make Netflix films and series more impactful,” he explained
The VP of content pointed out that, currently, the platform has 270 million accounts, which means a reach of 540 million, taking into account that two people use the account, which is the metric worked by the company.
Taking into account the number of millions of people, she also highlighted the importance of the platform working with different themes in its series, films and documentaries so that the content reaches and pleases the largest possible percentage of the consumer public.
“Our audience is gigantic and the idea of entertainment is different for everyone. Therefore, we have to continue investing and developing more titles, always focusing on making the best version of each story because our definition of quality is for the customer to play and watch until the end”, highlighted Elisabetta.
Neves used his time to explain how Netflix homepages are chosen, since each person has a different one, made up of previously viewed titles and particular tastes.
According to him, his team’s main job is to make sure people find the right titles at the right time. Regarding personalization, the executive highlighted the diversity of audiences that are subscribers and, consequently, recommendations need to talk to each one and reflect these differences.
As an example, he showed the differences between his own homepage and that of his husband, which, despite having some series and films in common, many of the themes were contrary.
“After years of trial and error, we’ve learned that some things make content promotion easier, like starting to promote releases early. When people know something is coming out, it’s easier for people to find it,” he explained. .
To this end, the director pointed out that trailers and teasers for platform releases currently reach more than six billion impressions per month and that, in 2023 alone, Netflix added more than 100 billion organic impressions.
Furthermore, the “worth the wait” tabs and the “remind me” button also play a fundamental role in the advance marketing of content, in addition to the more than 90 promotional pieces that are created for each launch.
Along these lines, Jana Borges completed the information by pointing out that, per year, Netflix invests US$ 2 billion to promote its series and films, in addition to highlighting the importance of the public in publicizing and disseminating the subject on social networks. “Every time someone comments or recommends a title of ours, it’s because our branding tool is working,” she pointed out.
The senior marketing director completed her speech by giving examples of productions on the platform that caused products to increase in purchases, such as the “Slip-On” sneakers from Vans, worn by the characters in the series and which had a jump in sales. sales, according to data from Variety magazine.
Another example is the song “Running Up That Hill”, by Kate Bush, which reached 1 billion streams on Spotify after being one of the songs that make up the soundtrack for the fourth season of “Stranger Things”. “This is engagement. It’s the fans working for us”, she concluded.
