TL;DR
- Working with influencers is an integral part of a brand’s communication mix, but cutting through the noise amid all the competition requires knowledge about what works and what doesn’t.
- Drawing on interviews with CreatorIQ clients, a new report takes a deep dive into the strategies of Netflix, Prime Video and Peacock to achieve unprecedented levels of success.
- Netflix has organically embedded itself in digital culture, while Prime Video leans into meme tactics, and Peacock has developed a robust network of creator partners.
READ MORE: From Good to Great: How Media and Agencies Unlock Next-Level Results With Creator-Led Marketing (CreatorIQ)
Major streamers are getting sophisticated in their use of creator influencers to drive interest in their content and brand. Here are three standout examples of best practice brought to us in a study by creator marketing platform CreatorIQ.
Netflix Balances Earned and Paid Advocacy
More than any other streaming service, Netflix has embedded itself in digital culture, giving birth to viral memes like “Netflix and Chill” or “Who’s Watching?” Given the platform’s ubiquity, it’s no surprise that Netflix continues to feature widely in organic conversation among creators, with much of this activity concentrated around hit shows like Stranger Things and Bridgerton. From Q1 to Q3 2022, 1,200 creators mentioned #StrangerThings across 3,400 pieces of content, while 731 creators used #Bridgerton in 1,500 posts.
However, Netflix has also leveraged strategic paid campaigns to promote more niche titles. For example, to drum up enthusiasm for feature-length thriller The Gray Man, the brand sent TikTok star Kelly Killjoy a themed gift set, including a personalized action figure, which she shared in a sponsored “unboxing” video. On top of Netflix’s strong organic momentum, an intentional approach to outreach helped the brand secure 172,200 mentions via 28,000 creators from Q1 to Q3 2022, more than any other streaming service in CreatorIQ’s database. This content accrued 12.1 billion impressions, a 7% YoY growth, and 881.8 million engagements.
Prime Video Leans Into Meme Culture
Amazon’s Prime Video platform stands out for its lighthearted approach to influencer marketing, with humor-based accounts playing a key role in the streaming service’s success. During the first three quarters of 2022, Amazon Prime Video consistently promoted new releases via campaigns helmed by powerhouse comedy creators like Elliot Tebele (@fuckjerry on Instagram) and Overheard LA (@overheardla). Participants typically shared original memes or offbeat short-form videos that riffed on Prime Video shows, tagging their content #PrimeVideoCreator.
By aligning itself with some of social media’s most prominent comedians, the streaming service has inspired an active, highly engaged fanbase. Prime Video’s 6,300 creators authored 33,300 posts from Q1 to Q3 2022, a 36% year-over-year increase in share of voice that contributed to a 12% growth in reach (14.4 billion).
Peacock Expands Partner Program
NBCUniversal’s streaming service has achieved impressive momentum on social media thanks to a robust network of creator partners. In 2021, the brand began assembling a community of dedicated advocates to hype various titles across social channels as part of its #PeacockPartner program, resulting in a steady stream of content creation.
Peacock has significantly increased its investment in these partnerships: from Q1 to Q3 2022, #PeacockPartner was used across 173 posts by 63 creators — up from just 13 posts via eight creators during the previous three quarters.
In addition to rallying around timely events like the Super Bowl, brand ambassadors routinely voiced their excitement about their favorite series. Parenting blogger Tara Cark (@modernmomprobs on Instagram), for example, authored 14 posts promoting “Girls5eva” as one of the most prolific members of the #PeacockPartner community in 2022.
Bolstered by its growing core group of advocates, Peacock’s overall community size (4,300 creators) increased by 68% year-over-year, while its share of voice (22,300 posts) surged 76% year-over-year. This momentum resulted in a 62% year-over-year improvement in the brand’s total reach (12.8 billion).
Takeaways
The overwhelming success of the campaigns highlighted here point to one key principle: deliberate, data-driven decision-making is the differentiator between good and great influencer marketing.
By leveraging the right influencer marketing software to gain visibility into creator, content, and campaign performance, and consistently refining their strategy based on these insights, teams can tap into the full power of the creator economy, and consistently outperform their targets.
Some more tips: Analyze a creators’ previous performance and audience demographics to ensure that they offer brands a direct line to their desired consumers.
Different social platforms have distinct creator communities, content formats, and user bases. Teams should think critically about which platform will best allow them to achieve their objectives for a given initiative.
Finally, take an always-on approach to monitoring campaign impact. Teams shouldn’t wait until a campaign is over to evaluate its success.
