Nearly a year ago, a post from Amazon Prime Video’s Instagram account captured widespread attention, sparking discussions across social media platforms. This surge in engagement can be attributed to its cheeky content, featuring a scene from the film “Saltburn” where actor Barry Keoghan leans in to drink what is humorously termed “dirty bathwater.” The post, captioned “Boy dinner,” gained approximately 130,000 likes, highlighting the effectiveness of bold and timely social media strategies.
This clever post was crafted by Saylor, the reactive agency of record for Prime Video. Founder and CEO Will Trowbridge emphasized that a responsive approach to social media can significantly enhance a brand’s marketing efforts by allowing it to engage with current trends and conversations among viewers.
To create impactful reactive content for Prime Video, Saylor closely monitors discussions among fans as well as trending topics in the wider social media landscape. Trowbridge explained that understanding fan engagement—such as the conversations surrounding shows like “The Boys”—is crucial in shaping effective brand communication.
For instance, in mid-November, after singer Charli XCX’s performance on Saturday Night Live, Saylor capitalized on the moment by creating an Instagram carousel with visuals and lyrics from her popular song “Apple.” This timed strategy received over 18,000 likes, demonstrating the value of aligning brand messages with external cultural events.
Trowbridge noted that while brands don’t need to engage with every trending topic, establishing a consistent voice and tone is vital. Saylor collaborated with Prime Video to develop a “brand bible” that articulates the brand’s identity, helping to avoid disorganized and unwelcome messaging often perceived as irrelevant or overly promotional.
A strong reactive social media strategy also requires a balance between various types of content. Whether posting quick replies to fan comments or creating more elaborate visuals, Trowbridge highlighted the importance of simplicity and timeliness in delivering impactful messages.
In conclusion, Amazon Prime Video’s social media efforts underline the effectiveness of timely, responsive content that resonates with audiences while maintaining a defined brand voice. As brands continue to navigate the dynamic landscape of social media, those who can adapt and engage authentically will likely foster stronger connections with their audiences.
This case showcases the innovation that can come from thoughtful marketing strategies in the realm of digital engagement, offering a hopeful perspective on the power of creativity in connecting with viewers in meaningful ways.