Content marketing strategy of brands on social media platforms: The example of Disney+

This study analyzes the content shares collected from the official accounts of Disney+ on X, YouTube and Instagram platforms, which is considered as a strong brand among digital broadcasting platforms and entered the Turkish market in 2022. In order to compare the data of Disney+ with other digital content platforms, the content posts of Netflix Turkey, BluTV and Exxen brands on their official accounts on X, YouTube and Instagram platforms are also analyzed. These content posts are used in the process of analyzing the marketing strategies preferred by the brand. As a result of this data, it is aimed to reveal the importance of social media marketing for brands. In order to examine and evaluate the data in detail, a case study is preferred depending on the qualitative research method. The data obtained are examined in depth within the scope of the case study. During the detailed examination, categorization and classifications are used to understand the data more clearly. In this process, two different coders are interviewed so that the categories and classifications can be understood by everyone with a common idea. After agreeing with the coders, the data obtained from the brands are presented in tables and figures within the study. According to the general findings, it is seen that Disney+ is weak in interacting with its customers on social media platforms compared to other digital content brands, while it is seen that it includes the use of celebrities at a rate of 68% in video content sharing in the form of advertisements. While on the one hand, the brand presents a negative impression in terms of customer relations, on the other hand, it presents a positive impression within the scope of digital marketing methods with the use of celebrities in advertising content.