To succeed in any industry, you need a well-thought-out and structured marketing strategy. The streaming and OTT platform industry is no different. Marketing efforts, increasing market visibility, building brand image, and audience awareness are essential steps to remain competitive in the constantly evolving world of streaming. In this article, we’ll explore various aspects of OTT marketing and provide strategies to effectively promote your OTT content.

The importance of effective OTT marketing

OTT platforms are services that deliver content directly to viewers via the Internet, bypassing conventional media distribution methods like cable or broadcast television. As the market becomes increasingly saturated with numerous OTT services, standing out in this crowded space is extremely important.

Effective marketing thus plays a critical role in both attracting and retaining viewers. Unlike traditional media, which often relies on broad, one-size-fits-all advertising strategies, OTT platforms can leverage the power of digital analytics and viewer data to craft more focused and customized marketing approaches. This enables them to target specific audience segments with content that resonates with their preferences and viewing habits. This focused strategy enhances the likelihood of successful conversions and optimizes the return on investment (ROI).

How to develop a complex OTT marketing strategy

As we mentioned before, crafting a strong marketing strategy is key to success. What are the essential steps for creating such a strategy?

Identify your target audience

The first step in any marketing strategy, especially in the OTT space, is to identify the target audience. This process involves understanding who the content is intended for and what their preferences, habits, and needs are. Factors such as age, gender, location, interests, and viewing habits play a key role in shaping the marketing approach. Ask yourself: what kind of content do they prefer? When do they typically watch the content? Understanding these patterns can help tailor your marketing efforts.

Analyze your competitors

Understanding what your competitors are doing is crucial to carving out your niche in the OTT space. Analyze their marketing approach, content offerings, and customer engagement tactics. Look for gaps in their strategies that you could fill. Also, learn from their successes and mistakes. This analysis will help you differentiate your platform and offer unique value to your audience.

Set clear goals

Clear marketing goals define the path that an OTT marketing strategy should follow. These goals can range from increasing brand awareness and growing the subscriber base to increasing viewer engagement and increasing content viewership. Goals should be specific, measurable, achievable, relevant, and time-bound (SMART) For example, rather than stating a general desire to “increase viewership,” a more specific goal might be “to increase viewership of our original series by 20%.” By being SMART about goal-setting, OTT platforms can develop more strategic, focused, and effective marketing campaigns.

Marketing tips and strategy elements for OTT platforms

To thrive in the competitive OTT market, it is essential to employ effective marketing tips and strategies. These methods should not only attract viewers but also foster a loyal subscriber base. Let’s look at some key strategies and tips to help you improve your marketing efforts.

Remember about SEO optimization

Search Engine Optimization (SEO) is vital for making your content easily discoverable. Firstly, identify keywords that your target audience uses when searching for content like yours and incorporate these keywords naturally into your website content, video titles, descriptions, blog posts, and metadata. Ensure that your site has a logical hierarchy, with clear navigation and organized content categories.

Utilize social media effectively

Engage your audience where they spend a lot of their time – on social media. According to the stats, there were 4.95 billion social media users around the world in October 2023, equating to 61.4 percent of the total global population. With social media, you can reach new audiences, as well as maintain regular contact with your regular viewers. The big advantage is that it can often be direct contact by, for example, replying to comments. Use high-quality visuals, trailers, and teaser clips to grab your audience’s attention. Striking images and compelling video snippets can make your content stand out in crowded social media channels. Create short, intriguing clips from OTT content to spark curiosity and encourage sharing, discussion, and virality.

netflix funny communication

Netflix’s funny communication on Twitter (now: X). This tweet is now obsolete due to a change in the password sharing policy.

It’s also worth thinking about collaborating with influencers who can provide authentic endorsements, increasing the credibility and reach of content. Shared content, such as influencer takeovers, behind-the-scenes access, or exclusive interviews, can generate excitement and engagement among your followers.

Also, promote user-generated content, where viewers create and share their related content. This can include fan art, reaction videos, or content reviews, which foster a sense of community.

Diversify content and ensure its quality

High-quality content is more likely to engage viewers and keep them interested. This means investing in production values, good writing, and strong performances. The quality of content also impacts the brand image of the OTT platform. Superior quality content is often associated with a premium viewing experience, which can attract a more discerning audience.

It is important to stay on top of current trends and audience preferences. This may include analyzing data to understand what type of content is popular with your audience. Also, consider feedback and reviews from your viewers. They can provide direct insights into what content resonates with them.

Keep your audience informed with email marketing

Email marketing is a powerful tool because it offers a direct line of communication to engage and retain audiences. It is not at all less effective than the use of social media, since slightly fewer people use email: 4.6 billion are predicted in 2025.

With the help of emails, you can send regular newsletters and updates, informing, for example, about the release of new series or movies. It’s worth using advanced analytics to tailor email content to the recipient. Segment your email list based on user behavior, preferences, or subscription status.

Use email to offer exclusive deals, such as discounts on subscriptions or early access to new content. This not only encourages subscriptions but also makes subscribers feel appreciated. Consider special promotions during holidays or events, adjusting to when viewers are more likely to engage with content.

Push notifications as your viewers’ attention grabbers

Push notifications are great for sending real-time alerts about new content releases, live events, or updates. They help keep your audience informed and can increase the likelihood of them engaging with your platform.

netflix push notificationAn example of a push notification from Netflix. Source:

Leveraging user data, push notifications can deliver personalized content recommendations. For example, if a user frequently watches comedies, you can notify them when a new comedy is added to the platform. Notifications can also be used to inform users about special promotions or subscription offers, potentially increasing conversion rates. However, it is important to optimize the frequency and timing of notifications to avoid overwhelming or annoying users. Monitor engagement metrics to find the right balance.

The last words

OTT marketing is a constantly developing field that requires a dynamic and multi-faceted approach. Success in this space depends on a deep understanding of the audience and the use of the latest technological and marketing trends. From the importance of SEO and social media engagement to the power of email marketing and push notifications, each element plays a key role in building a strong brand presence and loyal audience base.

OTT platforms must adopt these diverse strategies to stand out in an increasingly crowded marketplace. Whether creating high-quality, diverse content, leveraging data-driven insights to personalize experiences, or engaging viewers through innovative channels, the goal is to create a unique and compelling proposition for audiences.

And if you’re just thinking about owning your own space, our white-label OTT platform, Better Media Suite, is the perfect solution. It was designed with the dynamic needs of today’s digital audiences in mind. Better Media Suite provides robust content management, audience analytics, and multi-platform distribution tools, ensuring that your content reaches its intended audience effectively and efficiently. Contact us today to learn more about how Better Media Suite can transform content delivery and help you carve out a unique space in the competitive OTT marketplace.