Picture this: you’re scrolling through TikTok, giggling at a quirky dance or a meme that hits way too close to home, and suddenly, there’s Netflix, popping up like your coolest friend who always knows what’s trending. With over 34 million followers and a knack for stealing the spotlight, Netflix has cracked the code on TikTok marketing, turning shows like Squid Game and Wednesday into global obsessions. From 2020 to 2021, they skyrocketed to 10.6 million followers, and they’re still growing. So, how does Netflix make TikTok feel like a cozy hangout while subtly convincing you to binge their latest series? Let’s dive into their playbook and see what makes their approach so dang irresistible—and what your brand can steal to shine on TikTok.
1. They Get TikTok’s Wild, Wonderful Vibe
Netflix doesn’t just post on TikTok; they live there. They know TikTok is a whirlwind of goofy trends, heartfelt moments, and pure chaos, and they lean into it with open arms. As Netflix’s film marketing VP Jonathan Helfgot puts it, you’ve gotta “sprinkle a little chaos” to stand out. They’re not recycling stuffy TV ads—they’re crafting short, punchy videos that feel like they were born on the app.
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Made-for-TikTok Clips: Take Bridgerton. Instead of a boring trailer, Netflix dropped quick, swoon-worthy snippets of romantic glances and dramatic ball scenes that had fans screaming, “I need this in my life!” Those clips helped make Bridgerton a record-breaking hit.
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Riding Trends: When a catchy sound or challenge takes off, Netflix is ready. For Squid Game, they paired a tense scene with a viral audio clip, and boom—it became their most-watched TikTok post, fueling the show’s global craze.
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Short and Sweet: Most of their videos are under 30 seconds because they know you’re probably scrolling at lightning speed. But when they want to tell a bigger story, they’ll stretch to a couple of minutes for max feels.
Netflix gets that TikTok isn’t about perfection—it’s about fun and realness. That’s why their content feels like it’s made by someone who’s just as obsessed with the app as you are.
2. They Team Up with TikTok Stars Like Old Pals
Netflix knows the real MVPs of TikTok are the creators who make you laugh, cry, or dance like nobody’s watching. So, they team up with influencers—big names, small creators, and everyone in between—to spread the word about their shows in a way that doesn’t feel like an ad.
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Cobra Kai’s Big Win: For Cobra Kai Season 3, Netflix worked with ten influencers from the U.S. to France, creating a #CobraKaiChop filter that got 2.8 million views. The hashtag? It exploded by 500 million views, all because those creators made it feel like a party everyone wanted to join.
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Perfect Matches: For Bridgerton, they picked influencers who live for romance and fancy vibes, getting them to recreate Regency-era dances or gush about the show’s drama. It felt so natural, fans couldn’t resist jumping in.
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Letting Creators Shine: Netflix gives influencers a simple brief and says, “Do your thing!” That freedom makes the content feel like a friend’s recommendation, not a sales pitch.
By partnering with creators who already have fans’ trust, Netflix sneaks into your feed like a buddy sharing a hot tip—and it works like magic.
3. They Start Trends That Take Over Your FYP
Netflix doesn’t just follow trends; they make them. Their viral challenges turn viewers into co-stars, creating a buzz that’s impossible to ignore.
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Wednesday’s Dance Fever: Remember that Wednesday dance to Lady Gaga’s “Bloody Mary”? It wasn’t just Jenna Ortega slaying it—everyone from soldiers to grandmas got in on the action. The trend racked up billions of views, helping Wednesday become Netflix’s second-biggest English-language series with 1.24 billion hours watched in a month.
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Bridgerton’s Fan Frenzy: Netflix got fans to dress up in gowns, act out scenes, or dance like they’re at a Bridgerton ball. The #Bridgerton hashtag blew up with billions of views, turning the show into a cultural obsession.
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Smart Hashtags: They mix their own hashtags (like #netflix or #squidgames) with popular ones (like #comedy) to pop up on more For You Pages. Fun fact: four hashtags get the most views, but two spark the deepest engagement.
These challenges make you feel like you’re part of the Netflix universe, not just watching it. It’s like they’re saying, “Come play with us!”
4. They Act Like Your Biggest Fan
Netflix isn’t some distant corporation on TikTok—they’re like that friend who hypes you up. They show up as fans first, and it makes you want to root for them.
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Chatting with Fans: They reply to comments, share fan art, and repost your videos, making you feel seen. For Stranger Things, they shared retro fan posters that had everyone feeling nostalgic.
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Meme Queens: Netflix’s TikTok is basically a meme account sometimes, dropping hilarious, relatable posts that scream, “We get you.” Whether it’s a Ginny & Georgia joke or a Squid Game meme, they’re speaking your language.
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Building a Squad: By showcasing fan reactions or stitching fan videos, Netflix creates a vibe where everyone’s in on the fun. For The Perfect Find, they shared a montage of fans freaking out over key moments, and it felt like a group chat come to life.
This down-to-earth approach makes Netflix feel like a pal, not a brand, which is why fans keep coming back.
5. They’re Secretly Super Smart About Data
Okay, Netflix might seem all fun and games, but behind the scenes, they’re crunching numbers like nobody’s business. Their data obsession—part of why their streaming service is so addictive—powers their TikTok game, too.
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Posting Like Pros: From April 2021 to March 2022, they ramped up to 100 videos a month, growing their followers by 70% and adding 9 million new fans. They know exactly when to post for max impact.
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Reading the Room: Using TikTok Analytics, they track what you watch, like, and share. That’s how they knew Squid Game would hit big with Gen Z, who love discovering foreign shows (49% of them are into cultural exploration).
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Going Global: Netflix mixes in diverse content, like Korean dramas or anime, to connect with fans worldwide. Their Business Proposal posts, for example, hooked romance fans across continents.
By using data to figure out what you love, Netflix makes sure their TikToks land right in your sweet spot.
6. They Bring the Party Beyond TikTok
Netflix doesn’t stop at TikTok—they throw in real-world stunts and cross-platform campaigns that make their shows unforgettable.
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Wednesday’s Everywhere: The Wednesday campaign wasn’t just about that viral dance. They put “What would Wednesday do?” on airport security trays and splashed localized billboards worldwide, tying it all back to TikTok’s buzz.
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Stranger Things’ Wild Rides: They teamed up with Lyft for “Strange Mode” rides and Burger King for upside-down burgers, then shared the hype on TikTok. Those collabs got thousands of new followers in a snap.
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The Thing’s Big Moment: For Wednesday, Netflix sent a creepy crawling hand roaming New York streets, filming reactions for TikTok. It was weird, it was bold, and it stuck with everyone who saw it.
These big, bold moves make Netflix’s TikTok campaigns feel like part of a larger adventure, pulling you into their world.
What Your Brand Can Learn
Netflix’s TikTok magic is something any brand can tap into. Here’s how to borrow their sparkle:
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Vibe with TikTok: Make videos that feel like they belong on the app—fun, quick, and full of personality.
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Befriend Creators: Team up with influencers who love your niche and let them tell your story their way.
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Get Fans Involved: Start a challenge or hashtag that invites people to join the fun, like a mini community.
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Be a Friend, Not a Brand: Chat with fans, share their content, and drop memes to show you’re one of them.
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Peek at the Data: Use TikTok Analytics to see what works and tweak your posts to keep fans hooked.
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Go Big or Go Home: Mix TikTok with real-world or cross-platform ideas to make your brand unforgettable.
Wrapping It Up
Netflix has turned TikTok into a playground where they’re everyone’s favorite playmate. By jumping on trends, teaming up with creators, launching viral challenges, and acting like fans themselves, they’ve made shows like Squid Game, Bridgerton, and Wednesday impossible to ignore. Their secret sauce? A mix of heart, humor, and sneaky-smart data that keeps fans coming back for more. For a magazine like ismagazine.com, Netflix’s approach is a goldmine of inspo—focus on fun, connect with your crowd, and make every video feel like a high-five. Want to brainstorm some TikTok ideas for your brand or dig into Netflix’s latest moves? Check out TikTok’s Ads Manager for tools, or hit up SEMrush’s site for keyword tips (I don’t have their pricing deets, but they’re worth a look). Let’s make your TikTok pop!