2 Minute Read.
The power of the social media community was on full display when Homecoming, A Film by Beyonce, launched on Netflix, at the stroke of midnight pst. on April 17. Timelines were deluged with #BeyonceHomecoming reactions, memes, gifs, quotes and hashtags. Netflix also participated by changing up its’ social accounts with updated profile photos, handle names and in a savvy marketing move, engaged and continues to engage with the Beyoncé fans, including sharing the User Generated Content (UGC) on its’ handles. With this amount of organic social presence, I’d be interested to see what Netflix’s paid media spend was or if they made a decision to invest in community management. I mean… the smart thing to do is the community management on earned media, especially with the amount of engagement they can leverage.
Additionally, Beyonce’s twitter account sent out one tweet to coincide with the Netflix launch to announce her Homecoming live album had also dropped. That tweet alone racked up 3.6K comments, 55K retweets and 135K likes. It’s the sheer power of striking on all cylinders on social at the right time, with of course the celebrity and iconic status of Beyonce.
It’s still too early to tell what the number of streams were or to measure social, but when tentpole moments like this happen, Netflix was ready and so should your company or brand be if you want to leverage the power of community on social.