Nearly one year ago, Amazon Prime Video made waves on social media with a viral Instagram post that drew attention for its edgy content. The post showcased a scene from the film “Saltburn,” featuring actor Barry Keoghan drinking from another character’s dirty bathwater, accompanied by the caption “Boy dinner.” This cheeky post gathered almost 130,000 likes, demonstrating the effectiveness of engaging social media content.
The creative spark behind this post came from Saylor, the reactive advertising agency that collaborates with Prime Video to elevate its marketing efforts by tapping into prevalent pop culture and online trends. Will Trowbridge, founder and CEO of Saylor, emphasized the importance of a reactive social strategy, noting that it effectively enhances a brand’s marketing initiatives and fosters daily engagement with audiences.
To craft compelling social media responses, Saylor meticulously monitors what fans are discussing regarding Prime Video content and identifies larger social media trends. Trowbridge stated that understanding the conversations surrounding shows like “The Boys” aids them in pinpointing the timely hooks that resonate with audiences.
In a recent initiative, Saylor capitalized on pop culture by connecting Prime Video content to singer Charli XCX’s appearance on “Saturday Night Live.” They prepared a social media post with images and lyrics from her popular song “Apple” in advance, generating over 18,000 likes once it went live on the night of her performance.
While not all viral moments warrant participation, Trowbridge believed that brands should maintain a consistent voice and demeanor in their communications. Saylor collaborated with Prime Video to develop a “brand bible,” a foundational document detailing the brand’s tone and voice to ensure cohesive and effective messaging, avoiding the pitfalls of overwhelming social media users.
A robust reactive social strategy requires not only an awareness of trends but also strategic audience engagement via various post formats. Saylor balances quick responses with thoughtful content creation, offering everything from simple comments to well-crafted images or videos. Trowbridge noted that often, simplicity can yield the greatest impact, reiterating that impactful engagement does not necessitate complex strategies, but rather smart, timely responses.
As brands navigate the dynamic social landscape, Prime Video’s approach serves as a reminder of how being attuned to the cultural zeitgeist can significantly enhance audience connection and brand visibility, fostering a more vibrant interaction with fans.
This insightful strategy underlines the importance of creativity and adaptability in social media marketing, revealing the bright potential for brands willing to engage with audiences meaningfully.