Estrategias publicitarias aplicadas en las cuentas de Facebook e Instagram de HBO Max y Netflix Latinoamérica. Caso Cuenca - Ecuador

Abstract

Currently, social networks are the main means of communication used by companies as advertising strategies, in this sense, Netflix and HBO Max, are no exception and use Facebook and Instagram to publish the content they have as series, movies, novels among others, originating subscribers and interest in these streaming platforms, which every day generate trend in society. Therefore, the objective was to perform a comparative analysis between the advertising strategies applied in Facebook and Instagram social networks by Netflix and HBO Max streaming platforms in Latin America. A correlational research with a non-experimental design and a quantitative approach was employed. The main findings were that Netflix and HBO Max platforms use Facebook and Instagram social networks as advertising strategies to reach more subscribers, including promotional content, interaction with followers, segmented advertising, influencers and collaborations, promotions and special offers, generating positive engagement. It is concluded that Netflix is the platform with greater presence and subscribers, this is due to the loyalty process that has been created through interaction with the audience and the use of the same content generated by users, however, HBO Max, being new in the streaming market and owned by Warner Bros, is causing positive impacts within the audience and this is due to the premieres, with this background, it is important that these platforms continue to implement successful strategies to continue in the world of streaming.