Almost a year has passed since a memorable and slightly provocative Instagram post from Amazon Prime Video captured widespread attention. The film “Saltburn” was released on the platform, and the social media team posted an image from a scene featuring actor Barry Keoghan drinking from another character’s dirty bathwater, captioning it simply as “Boy dinner.” This cheeky post garnered nearly 130,000 likes, highlighting the impact of clever, culturally relevant marketing.
The innovative approach behind this post came from Saylor, Prime Video’s reactive Agency of Record (AOR), which aims to align the brand’s marketing strategy with current pop culture trends and online conversations. Will Trowbridge, the founder and CEO of Saylor, emphasized the importance of maintaining a responsive social media strategy to effectively build brand presence daily.
Trowbridge explained that staying attuned to what audiences are engaging with—whether it’s specific fandom discussions or broader social media trends—is crucial in shaping timely and relevant content. For instance, when singer Charli XCX appeared on Saturday Night Live in mid-November, Saylor anticipated a surge in online chatter and prepared an Instagram post that creatively tied together her performance with Prime Video content, resulting in over 18,000 likes.
While it’s not essential for brands to jump on every trending topic, Trowbridge advised that establishing a consistent voice and tone is vital. Collaborating with Prime Video, Saylor created a comprehensive “brand bible” that outlines these elements, ensuring that all social media communications are coherent and resonate with the audience, thereby avoiding the risk of appearing irrelevant or annoying.
To engage effectively with audiences, Saylor employs a mix of strategies. Quick, simple responses to popular posts can be executed almost instantly, while more detailed image or video content may require additional time for development. Trowbridge underscored the importance of simplicity and timeliness in creating impactful social media content that feels fresh and relevant.
In conclusion, the evolution of Amazon Prime Video’s social media strategy exemplifies how brands can successfully navigate the landscape of modern marketing by staying agile and connected with their audiences. This approach not only bolsters brand recognition but also fosters a deeper connection with viewers, creating a dynamic platform for conversation and community engagement.