If the new season very strange things is about to hit Netflix, you can be sure that this streamer will keep you posted on its upcoming release. Netflix has turned the promotion of fresh episodes of this popular sci-fi show into an art form, especially since they’ve figured out how to work with brands (namely Kellogg’s and its Eggo waffles) that fit perfectly into the show’s universe. Rampant advertising push for very strange things, however, is the exception rather than the rule when it comes to original Netflix programming. Typically, the streamer does nothing to alert the public to brand new shows or fresh seasons of old favorites. Although this has become the norm for this streaming service, this does not mean that Netflix continues to refuse to promote non-very strange things projects must remain in the status quo.
Netflix’s approach to marketing
The trend of Netflix not advertising its TV shows at all is not new. Articles have been written about this phenomenon since 2015 - the streamer does not really hide this approach. In theory, this tactic is meant to save Netflix a few dollars, as well as get people to use the binge viewing model to help spread the word about the popular show on the streamer. Netflix doesn’t like big billboards promoting a new season of a favorite program, but it does like the idea that people stumble upon a new show, watch all the episodes at once, and then rush to tell their friends about it. In other words, Netflix wants the focus to be on its “content” rather than external marketing tools that are separate from the streamer. This is similar to the company’s lack of interest in typical theatrical releases of their films.
This means that Netflix’s biggest hits tend to come out of nowhere. Nobody had a clue squid game should have resonated with everyone, as it did before it fell with minimal fanfare in the service. However, once launched, the program simply captured the imagination of viewers across the planet and became a surprise hit in the modern age of streaming programming based on pre-calculated IP addresses. In a similar way, Monster: The Jeffrey Dahmer Story there was no extensive pre-release marketing to speak of, and copies of the show were not even sent to critics ahead of time. All discovered Monster at the same time, and it seemed like the perfect launching pad for what turned out to be a huge hit for Netflix.
However, these are the brightest positive examples of how Netflix is abandoning traditional marketing that works for the better. In most cases, the reduction of promotional hype to near zero prior to release results in complex or unorthodox shows struggling to stand out in the marketplace. The show hails from seemingly big names like Mike FlanaganX midnight clubdebuted on the service with such little fanfare that even ardent fans of these artists could hardly remember when these programs premiered.
fans Lisa Hanawalt’s (creator of the widely popular, critically acclaimed BoJack Horseman) Tuca and Bertie after its cancellation, it was quickly noted that there was no publicity for the Netflix animation program. Netflix’s default approach to show promotion leaves programs like Tuca and Bertie at sea without even a life raft to keep them afloat.
Benefits for Netflix if it uses more pronounced marketing campaigns
It’s important to remember that using traditional marketing schemes to inform people about your programming will do more than just make Netflix look like traditional premium cable TV shows. First, the competition in the streaming industry is much higher than ever before. Of course, you won’t see Peacock or Apple TV+ launching global phenomena like Wednesday or squid game, but the competition between viewers looking for streaming programming is still higher than ever. More visible promotional measures could help set the show apart in a market that has become even more crowded in just the past three years.
Plus, marketing campaigns can be a great way to expand the universe and heighten the tone of an individual pop culture item. Just see how Cloverfield took on a life of its own through cryptic viral marketing that continued to emphasize more extensive lore from its fictional universe. People didn’t know what this movie was called when its first trailer came out, but by the time the movie hit theaters, it had a ton of fans who were so enamored with the property because of those viral teasers. You just don’t get that much hype before the launch of many Netflix TV shows, even when older programs drop new seasons, because there’s no pre-release marketing to increase excitement about them coming soon.
Then, of course, the lack of marketing connections is linked to another trait heavily associated with Netflix: abrupt cancellations. If fans of now-defunct shows could see Netflix promoting their favorite programs with some level of creativity and passion, the death of those programs would be less painful. Netflix’s decision not to promote its new shows before suddenly announcing that these new shows are dead due to low viewership makes no sense. How can there be any audience at all if these programs are not being promoted? There will always be resentment towards a network when they cancel your favorite TV show, but if Netflix were more flexible in their marketing plans, that bitterness would be greatly reduced.
Changes are unlikely in the near future
Unfortunately, while there are some strong indications that Netflix needs to change its advertising strategies, it doesn’t look like the streamer will be changing its methods anytime soon. Designs based on famous pre-existing figures such as Wednesday (rooted in The Addams Family IP) or Monster (based on the horrific crimes of serial killer Jeffrey Dahmer) have done so well for Netflix lately that it’s unlikely the company will change its tactics. Two big hits are often enough, at least for large corporations, to drown out the noise of countless smaller problems. However, for those who’ve been following how Netflix has treated its programming over the past few years, it’s clear that the streamer needs to start promoting shows that aren’t named. very strange things. Eleven and friends aren’t the only Netflix characters worthy of pre-release hype and dazzle!
Source: Collider
I have worked as a journalist for over 7 years and have written for many different publications. I currently work as an author at Daily News Hack, where I mostly cover entertainment news. I have a great deal of experience in the industry and am always looking to learn more. I am a highly motivated individual who is always looking to improve my skills. I am also a very friendly and personable person, which makes me easy to work with.
