Netflix is one of the largest and most recognizable brands worldwide and serves over 167 million paid subscribers. It may be surprising to find that even they have some challenges when it comes to managing their social media – specifically, their Facebook. Read through to find out what works (and what doesn’t) for them on Facebook. 

Why Netflix has challenges on social media that are unique to them

Netflix in itself is a brand, but all of their original shows act like tiny sub-brands. Netflix constantly has new shows and movies coming out and are trying to balance that with promoting other content that is already available. I believe this is the main reason why they fell short in following some of the best practices. 

Two best practices Netflix got right 

1. Posting Schedule
   First, they are exclusively posting during times when most websites and experts believe to be the best for garnering engagement. The consensus varies slightly based on the source, but for the most part, people agree that your posting should primarily happen between 9:00 am and 6:00 pm. Netflix stuck to this timeline pretty well except for two or three of the days when they had a lot of posts to publish.
   
2. Type of Content
   Also, they are posting all original content which, according to the Search Engine Journal (SEJ), is very important. SEJ explained in “Facebook’s Best Practices For Increasing Video Reach” that Facebook’s algorithm actually promotes content that their systems deem to be original. So, by posting original content, like the example below, Netflix is increasing the likelihood that their content will be higher on their followers’ news feed.  

Two best practices Netflix gets wrong – 

1. Posting Frequency
   According to Meltwater’s guide to “How Often Should You Post on Social Media,” the ideal amount of posts in a day is one to two. Netflix probably followed that about half the days that I was auditing them. This goes back to my previous comment about Netflix managing a bunch of tiny sub-brands. It’s easy for Nike and other brands to only post once or twice because they are only promoting what’s new for that one name. Netflix could be promoting up to five or six pieces of new content coming down the pipeline and each one of them needs an individual post. 
2. Engagement
   Also, I think this same problem may be why they never once replied back to anyone in the comment section. When your social media team is juggling so many different promotions at once, there are examples, like the one pictured here, where over 70,000 people commented and there was no interaction with Netflix.  

So, what do you think – should Netflix get a slide on social media best practices? Or should they be held to the same standards as everyone else, regardless of the challenges they may face? Comment down below and let me know what you think!