Along with promoting the show, Sex Education, Netflix is busting myths and encouraging dialogue about taboo topics on social media.
Sex Education is a web series by Netflix where teenagers can be seen exploring and struggling with their sexualities. In the months that have followed the show’s release on the video-streaming platform, verified accounts have cropped up on Facebook, Twitter, and Instagram for promotional purposes. It is interesting how the media giant has optimised content and intentions on these global social media platforms.
On Twitter, Sex Education’s official account is called ‘no context sex education’. Here, they post screenshots from the show with subtitles in the lower half of the screen. There is no caption, which helps add meme potential to these pictures. They have 120K followers and tweets are posted a few days, usually a week, apart. Though it is rare, they do put up or retweet visibly promotional content. According to a SparkToro analysis, the account gets an average of 6.5K likes and 1.2K retweets per tweet.
In the case of Sex Education, the most interesting social media strategy can be seen on Instagram. The platform is being used to share behind-the-scenes footage, candid content featuring key actors and clips and notable dialogues from the show to the 1.2 million followers on the platform. The profile has shared 201 posts so far. According to an IG Audit analysis, they get an average of 130 K likes and 677 comments. The captions are crisp and depict the sauciness of the show.
On Facebook, most of the content is promotional in nature, pushing people to watch the show. This majorly includes edited video clips from the show. There are very few instances of other content categories being posted here, though they make up for the bulk of their Instagram presence. The page has over 137K likes. Comments reflect the popularity of the show with people sharing their views about the show, discussing favourite bits.