Social Media Marketing Strategies of Netflix Indonesia (Tiktok @NetflixID)

Abstract. This study investigates the determinants of follower engagement on TikTok by analyzing @netflixid’s marketing strategy in Indonesia. Using a quantitative explanatory design and OLS regression on a 45-day census of video posts, the research examines how follower count and content volume influence engagement, with "Domains of Interest" (content diversity) as a moderator. Results reveal a significant negative association between follower count and engagement, supporting the "engagement paradox". While content volume shows an insignificant positive effect, content diversity serves as a powerful moderator: high diversity fully mitigates and reverses the negative impact of a large follower base. The findings conclude that strategic content diversification is more critical than account scale or posting frequency for sustaining active engagement. This study relates to SDG 8 and 11 through the development of social media strategies in the creative industry sector and expanding access to digital entertainment for the public.