As estratégias de comunicação utilizadas pela Netflix Brasil para a divulgação da 2ª temporada da série Bridgerton no Instagram e Twitter

Abstract

Netflix is a company that uses innovative communication strategies to maintain its audience and conquer new consumers. These strategies enable the success of the brand, maintaining a relationship with its customers. The Bridgerton series is based on the book series of romances by Julia Quinn and is set in the competitive high society world of Regency London. Season 2, released on March 25, 2022, was a real success. Watched for 251.7 million hours in its first seven days of release, it became the most viewed English-language TV series on the platform and reached the top 10 most watched on Netflix in 93 countries. The main purpose of this research was to understand and analyze what were the communication strategies used by Netflix Brasil to promote the 2nd season of the Bridgerton series on Instagram and Twitter. Based on bibliographical studies and based on the methodology of content analysis and on the methodology of the Public Relations Relationship, we sought to understand which were the communication strategies used; describe how Netflix interacts through language with fans of the Bridgerton series; in addition to understanding the differences between Instagram and Twitter posts for the launch of the 2nd season of the series. These strategies enabled the success of the launch of the second season of the series and also maintained the relationship with the public, making them loyal and keeping engagement and accommodated in their social networks. Finally, with this research it was possible to identify that the brand is always attentive to the main trends of the internet and connected to its publications about Bridgerton, it was also evident that the Netflix brand produces strategic digital content for its social networks and uses a personalized speech for the publications involving the second season of the series Bridgerton.