The messages a brand distributes are important, of course. How it distributes them can be just as, if not more, important.
Starting tonight at 7, Netflix will broadcast a series from its Instagram account focusing on self-care and mental health for young adults during the COVID-19 global pandemic. The series will run weekly on Thursdays through May 14, according to TechCrunch.
The show will feature young stars from Netflix hits including “To All the Boys I’ve Loved Before,” “The Kissing Booth,” “Stranger Things,” “Cheer” and “13 Reasons Why.” In addition, the stars will welcome mental health professionals from the National Alliance on Mental Illness (NAMI), The Trevor Project, Crisis Text Line and American Foundation for Suicide Prevention as guests.
For brands to succeed, they need to look at demographic data to understand where audiences get information. 59 percent of 16 to 34 year olds in the US find Netflix "indispensable," as opposed to other age groups, according to Hub Entertainment Research. The London School of Economics found that 59 percent of internet users between 18 and 29 use Instagram. Put two and two together, and Netflix knows where its audience lives.
The partnership also aligns with Instagram's focus to create a more positive environment for mental health on the platform. This includes recent moves to hide likes and remove offensive miracle ads that can contribute to poor self-esteem.
For young people struggling with shifts in normal life, such as missing graduation or prom or worrying what will happen to their family if a parent has become unemployed, this is a safe space for conversation. And Instagram Live will provide the social outlet that so many are craving.
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