It’s late, way later than you should be up. You’ve already watched four episodes of your newest addiction — a Netflix show about something that allows you to escape your reality and focus on someone else’s problems, which subconsciously makes yours not seem so bad. You think to yourself “should I watch one more or call it a night?’ The problem is the episode you’re on ends with a huge cliffhanger. Now, you have no choice but to watch the next episode. That’s the magic of Netlfix’s own member engagement.
We’ve all been there, and the funny thing is Netflix isn’t just changing how we watch that show you’re too embarrassed to tell your friends you watch. It’s affecting how we engage across industries. Today we’re going to look at some practical ways we can improve member engagement in ways that leave them wanting more, and get their friends to use their username and password to see what your facility is all about.
The Science of Anticipation
Netflix knows how to keep us hanging, literally. Every episode ends on a cliffhanger, daring you to say, “Just one more.” That’s not an accident, or even good writing — that’s strategy.
If you’re running a community center, don’t just think about what people are experiencing today. Give them a reason to come back tomorrow. This could be a phased challenge such as “Week 2: we add weights”, a monthly theme like family fitness month, or even something as simple as teasing next week’s content or service. Build anticipation and watch engagement climb.
Personalization: The Secret Sauce
We all know Netflix is stalking us in the best way possible. They know you like romantic comedies and documentaries about serial killers. Their algorithm serves you exactly what you’re most likely to watch next.
Engagement goes up when people feel like something was made for them. In a community center, that could mean a customized training program or creating customer journeys that feel personal. Your software is full of data you can use to customize outreach and touch points: members’ family makeup, workplaces and ages, program usage and interest, and feedback survey data. Remember, personalization isn’t creepy. It’s connection and will keep your members around for years to come.
Immersion: Make It Easy to Lose Track of Time
Netflix doesn’t just give you content, it gives you an environment. No ads, auto-play and a smooth interface that makes watching effortless. Before you know it, three hours have disappeared, your dog is judging you and you’re left wondering how the family size bag of chips magically disappeared.
The best thing you can do is remove distractions and make it feel seamless. If your app has clunky logins or your sales process has a million steps, you’re creating friction that kills engagement. If you’re running a community center, think about lighting, music and flow. Make the environment so immersive that people don’t want to leave. Immersion isn’t just about content — it’s about context. Walking into a cool and fun community center is a whole different experience than the usual cold, plain and low energy hospital feel that some centers tend to give off.
Community: The Show After the Show
Ironically, binge-watching feels solitary, but the best shows end up everywhere: group chats, memes and even TikTok breakdowns. Community is the amplifier for bringing people together around a commonality.
Whatever your demographic responds to most — family events, fun themed staff dress up days, or even pickleball tournaments — people want to share the journey. Think of leaderboards, group discussions or even just creating inside jokes your members or customers get to be part of. Engagement doesn’t stop when the “episode” is over. It keeps living through conversation, identity and belonging.
Lessons Beyond Entertainment
So, what’s the Netflix Effect teaching us? Member engagement isn’t magic — it’s designed. So here are the four things to implement without feeling guilty if your bestie isn’t there to watch the next episode with you:
- Build anticipation. Keep your members looking forward and wondering what’s next.
- Personalize the experience. Make each engagement feel like it was made for them.
- Create immersion. Remove friction and distractions and think about deeper connection in each step you ask members to take.
- Foster community. Let people share the journey and find ways to invite them to do so. Remember some people just need to be asked.
Conclusion
Netflix didn’t just change TV. It redefined engagement. And the lesson for all of us? People will go deep, stay long and keep coming back if what we offer is worth it. Whether you’re running the organization, managing a team or even the direct-to-consumer connection point, the challenge is simple: how can you create your centers’ Netflix effect?
