Since June 2020 I've been working on the global @netflix Tiktok account.
In a creative/editor role, I've concepted and created hundreds of videos about new & upcoming Netflix titles. It's been a fun challenge — organic brand content on Tiktok is still in relatively early days, so there's plenty of room for experimentation.
How does a brand without a human presence get involved in trends and conversations on a platform so geared towards lo-fi self-shot video? How do we talk about upcoming titles in a way that's engaging and doesn't feel like an ad?
Sex Education — Eric's laughs, ranked
Seeing these "ranking all the X in Y" posts becoming a trend on my own feed, I was confident that this was a style that would adapt well to using clips from the Netflix library.
I added the super-simple dynamic element to the text to really push the humour of the video, while keeping it lo-fi enough to not read as a brand advert.
Floor is Lava — 2020 meme
The pure slapstick of Netflix's Floor is Lava show was perfect for a relatable shitpost. The simple text and short loop made this post a global hit, reaching a much wider international audience than just the typical English-speaking audience of the @netflix page.
Squid Game — Sex Education crossover
After Squid Game became an overnight viral phenomenon, a challenge we faced was making the most of that conversation on Tiktok, a platform notoriously censorious of violence.
A simple static version of this concept had already worked well on the @netflixuk Instagram account the day before, and I thought there was just about enough footage to work with to put together a convincing video version.
Love & Monsters — Behind the scenes
Finding a way to make landscape footage play nicely in a vertical video format is a common challenge. But sometimes it can make for a better end product.
I've made frequent use of this vertical split-screen format on Tiktok — for some videos, like this example, I've synced up both clips so that the viewer can look back and forth between the two (and often might watch a second time to catch things they missed!)
In other cases I've left the lower panel frozen until the upper panel has finished playing, giving the viewer an immediate understanding that there's going to be a payoff later in the video, if they just keep watching.
Netflix IX — Ncuti Gatwa
During the pandemic, talent interviews dried up almost entirely — and when they did happen they were a stilted Zoom affair. So I dipped into the archive of previous cast interviews on the Netflix Youtube channel, pulling out moments that would make funny standalone clips on Tiktok if zhooshed up with a bit of dynamic subtitling, while also directing viewers back to previous longform interviews they might have missed.