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What ad formats are Netflix, Hulu and YouTube Red using on Instagram?
Hi there, and thank you for your request for ad formats used by Netflix, Hulu and YouTube Red on Instagram. Below you will find information from sources like Sprout Social and UnionMetrics.
The short answer is that some of the best practices for advertising on Instagram, followed by Netflix, Hulu and YouTube Red, include focusing on great visual storytelling, interacting with their audience, posting regularly and at the right time, keeping text short and snappy, keeping up with social media trends and posting content that users want to see.
As requested, I have also compiled several screenshots from each account on a slideshow, attached below.
I elaborate on my findings below.
METHODOLOGY & NOTES
In order to answer your query, I looked to marketing blogs and case studies for advice on best practices for advertising on social media, and Instagram specifically. I found great information on sites like Sprout Social, Union Metrics, Brand24, CoSchedule and HYPR.
I also looked at Netflix, Hulu and YouTube Red's Instagram accounts for examples of each of these best practices, as well as common elements in visuals and copy in the three of them.
Please note that YouTube Red does not have its own account on Instagram - there are a few accounts from users, but none of them are official. As an approximation, I looked at YouTube's general channel to check the strategies they follow.
As requested, I have summarized the information on bullet points below, without going into a long explanation. I have also added numbers to each screenshot on the slideshow for easy identification with each bullet point.
BEST PRACTICES FOR ADVERTISING ON INSTAGRAM
1. Great visuals - Instagram is mainly a visual medium, so images are key and need to be impactful and attractive. Visual storytelling is also very important, since having a narrative behind the pictures will help draw attention from users (see slide 5 from Netflix).
2. Interact with your audience - keep track of Instagram trends, including popular hashtags and image composition, and post content that they would react to, such as memes and advice tangential to shows advertised (see slides 4 and 8 from Netflix; 10 from Hulu).
3. Post regularly - consistency is key to build audience. According to Union Metrics, successful brands tend to post 1.5 times per day.
4. Be aware of analytics - tracking the posts that drive the most engagement and knowing what are the peak traffic times can make a huge difference in a long-term Instagram strategy. CoSchedule found that the best times for posting on social media (including Instagram) Mondays and Thursdays are the best days for driving engagement, whereas between 3 and 4 pm during workdays engagement is at its lowest.
5. Make yourself easy to be discovered - find ways to make your brand known outside of the official account, such as tagging relevant people so they will share the post or partnering with other accounts, such as influencers (see slide 15 from Hulu).
COMMON VISUAL ELEMENTS OF NETFLIX, HULU AND YOUTUBE RED ADS ON INSTAGRAM
1. Beautiful, impactful images - including videos, such as clips from shows or actors interacting in real life, and stories told through several images (see slides 4 and 5 from Netflix; 11 and 12 from Hulu; 18 and 21 from YouTube).
2. Shots from shows currently running are the norm, but not the only content - posts will sometimes be about older shows that are making a comeback, or shows on hiatus, or content relating to shows, such as premieres and real life images replicating fiction (see slides 3, 6 and 7 from Netflix; 10, 12, 13 and 14 from Hulu; 17, 18, 19 and 21 from YouTube).
3. Tap into social media trends - post memes using images from shows, popular hashtags, and current lingo (see slides 3 and 8 from Netflix; 10 from Hulu; 17 and 20 from YouTube).
4. Bring the images from fiction into reality - replicate fictional places or activities in the real world for a touch of humor and imagination which will resonate with users (see slide 6 from Netflix; 13 from Hulu).
5. Include real images of actors in real life - at recordings, premieres, or talking about their shows, which will bring them closer to users (see slides 4 and 7 from Netflix; 12 and 14 from Hulu; 18 and 21 from YouTube).
COMMON COPY ELEMENTS OF NETFLIX, HULU AND YOUTUBE RED ADS ON INSTAGRAM
1. Brief and snappy - the shorter and wittier the text accompanying the image is, the better (see all slides).
3. Keep up with current lingo and use it freely - go beyond and create your own lingo (see slide 3 from Netflix).
4. Use the right amount of hashtags - try to include at least one, but not more than two or three, either referring to the show name or a catching phrase tangentially related to the show (see all slides).
5. Delegate - hire Influcencers from shows to run the official account and/or promote the accounts from time to time - Hulu has done this several times, as explained by HYPR, to good results.
To wrap up, some of the best practices for advertising on Instagram include focusing on great visual storytelling, interacting with their audience and posting regularly and at the right time - as showed by Netflix, Hulu and YouTube Red.
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