Netflix thrives on content, albeit of a different kind (TV shows and movies). But around each release, there’s a coordinated content marketing push that acts like an editorial calendar: - Release Calendars and Promotional Content: Netflix has a schedule of show and movie releases often plotted out a year ahead. Marketing teams create editorial calendars around these releases. For instance, if a new season of Stranger Things comes out in July, the months prior will have teaser trailers, cast interviews, behind-the-scenes photos, and interactive social media challenges planned out. Each piece is timed: teaser release, full trailer release, actor Q&A on Twitter , etc., all on specific dates leading up to the premiere.
- Social Media Staggering: Netflix manages multiple social accounts (including genre-specific ones like Netflix Geeked for sci-fi/fantasy fans). Their content calendar ensures the right accounts post at the right times. For example, the main Netflix Instagram might post a general announcement while the Netflix Geeked Twitter shares a special clip, both on the same day, to build hype among different audience segments. - Local Market Adaptation: Similar to Coca-Cola, Netflix adjusts content per region. A show might be promoted differently in France vs. Brazil. Local social media managers have their own content calendars that tie into the global release schedule but include local language trailers, regional memes or cultural references to engage that audience.
Netflix’s central marketing provides the assets and timeline, but local teams fit it into their calendars appropriately. - Post-Launch Continued Engagement: The editorial calendar doesn’t stop on release day. Netflix schedules follow-up content to keep the buzz going. This might include “5 things you missed in [Show]” articles on their Tudum website, or a Spotify playlist release, or a fun blooper reel video a week later . By planning these in advance, they sustain the conversation so a show doesn’t trend for a day and then vanish. Lesson from Netflix: Even if you’re not releasing TV shows, you can adopt a similar approach for product launches or campaigns.
Build a timeline of content pieces before and after a big launch to maximize excitement and longevity. Stagger your content across channels and regions, orchestrated via a clear calendar , to hit your audience from all angles.