Using entertaining, repeatable video formats, the Netflix YouTube channel raises awareness of original films and series, especially with Gen Z audiences
Nov 15, 2019
The Netflix YouTube channel was previously used as a platform for releasing trailers and promotional content. However, Movement Strategy and Netflix saw a greater opportunity for the platform to expand Netflix's brand, especially with the Gen Z audience. Movement Strategy was tasked with creating content that taps into YouTube themes and behaviors in order for Netflix to gain views and grow subscribers. Ultimately, our goal was to grow the channel and at the same time raise awareness of Netflix's original films and series. We approached this task by creating strong repeatable formats specific to what we know works on YouTube with Gen Z.
Our videos have amassed millions of views for the channel—here are some of the highlights:
YouTube creators often create “fan edits” using their favorite characters and moments from popular shows and movies. Instead of fighting this trend, we joined in at a higher, more stylized level. By creating compilation videos like “Best of” or “Every” we not only served users what they wanted, but more importantly served content that users were already searching for.
Here's every time Richard Madden said "Ma'am" in Bodyguard
Love is in the air! The Gen Z audience tends to gravitate towards cute boys, and who can blame them? We've found that by pairing up two popular characters or focusing in on a love story line, we're able to attract views by the millions.
Here's a Battle of the Boyfriends video between fan favorites Peter Kavinsky and Noah Flynn!
A key piece in creating widely viewed social media content is working with top talent and getting the most from the often limited time you have with them. Our production and creative teams have been able to make the most of these shoots and demonstrate our skills within original concepting, shooting, directing and editing.
Here, we go behind the scenes with Rilakkuma and Kaoru star Lana Condor.