Nearly a year ago, Amazon Prime Video’s Instagram post gained significant traction, largely due to its cheeky content. On the release day of the film “Saltburn,” the account shared a still featuring actor Barry Keoghan engaging in a rather audacious act of drinking another character’s dirty bathwater, which was accompanied by the eye-catching caption “Boy dinner.” This post has garnered close to 130,000 likes.
The success of the “boy dinner” post can be attributed to Prime Video’s reactive agency of record (AOR), Saylor, which plays a pivotal role in enhancing the streaming service’s overall marketing strategy by responding promptly to pop culture and internet trends, according to Will Trowbridge, Saylor’s founder and CEO.
Trowbridge emphasized the importance of a reactive social strategy, especially for brands with a dedicated audience. He stated that failing to adapt to trending conversations can result in missed opportunities for brand engagement.
Saylor’s approach involves closely monitoring discussions among fans of Prime Video content and wider social media trends. Trowbridge explained that staying updated on what audiences are currently excited about allows the team to craft relevant narratives that resonate.
For instance, in mid-November, Saylor connected Prime Video content to pop culture by capitalizing on singer Charli XCX’s performance and hosting gig on Saturday Night Live. Anticipating the buzz that would surround her appearance, the team prepared an Instagram post featuring stills from Prime Video content that showcased lyrics from her popular song “Apple.” This well-timed post received over 18,000 likes after its release on the same day as the SNL episode.
While it’s not necessary for brands to jump on every viral moment, Trowbridge stressed the importance of maintaining a consistent voice and tone. To achieve this, Saylor collaborated with Prime Video to create a comprehensive “brand bible,” essentially a guideline that outlines the tone and voice of the brand.
A robust reactive social strategy not only involves tracking trends but also engaging with audiences through various types of posts. Saylor often employs straightforward interactions, such as commenting on the brand’s official posts, while also utilizing more elaborate visual content when appropriate. Although quick responses are desirable, the creation of meaningful posts may take a few hours of brainstorming and design.
Ultimately, Trowbridge believes that simplicity is a key factor in achieving impactful social media engagement. Rather than trying to create overly complicated content, he advocates for smart, timely responses that resonate with audiences.
This approach shows a positive trend in marketing, where brands are learning to engage more personally and relevantly with consumers in real-time. The focus on genuine interaction and timely humor can not only bolster a brand’s presence but also create a more engaging and enjoyable experience for their audience.