Nearly a year ago, a post on Amazon Prime Video’s Instagram captured significant attention, largely due to its cheeky humor. On the day of the movie “Saltburn” premiere, Prime Video shared a still where actor Barry Keoghan is seen about to drink a character’s dirty bathwater, captioning it “Boy dinner.” The post gained nearly 130,000 likes, showcasing the impact of bold social media strategies.
This attention-grabbing post was created by Saylor, the reactive agency of record for Prime Video, which plays a vital role in enhancing the streaming service’s marketing efforts by engaging with current pop culture and social media trends. Will Trowbridge, Saylor’s founder and CEO, emphasized that employing a reactive strategy allows brands to engage more directly and timely with their audiences.
To effectively link Prime Video’s content with ongoing social conversations, Saylor actively monitors discussions within the fandoms of Prime’s shows and the latest trends across social media. Trowbridge explained the importance of capturing the “moment” that fans are obsessed with, ensuring that their responses feel relevant and engaging.
A recent example involved Saylor responding to Charli XCX’s appearance on Saturday Night Live. Anticipating the buzz, they prepared an Instagram post featuring clips from Prime Video content related to her viral song “Apple.” This quick-thinking resulted in a successful post that earned over 18,000 likes.
While not every trend needs a brand’s involvement, the key is to establish a consistent voice and tone. Saylor has developed a “brand bible” for Prime Video, which serves as a guide for maintaining a coherent brand identity. Trowbridge noted that without a clear strategy, content can come off as desperate or irrelevant, which audiences generally find off-putting.
Creating impactful reactive content also involves knowing when simplicity is most effective. Trowbridge pointed out that sometimes a straightforward comment on popular posts can be just as effective as elaborate content, stressing the importance of timing over complex strategies.
As brands continue to navigate the fast-paced world of social media, the ability to adapt and respond not only keeps them relevant but also strengthens their connection with their audience. As Prime Video demonstrates, a thoughtful approach to reactive content can elevate a brand’s presence significantly.
In summary, the article highlights the importance of a reactive social media strategy for brands like Prime Video. By tapping into current trends and maintaining a consistent brand voice, companies can engage effectively with their audience and leave a lasting impression. This illustrates a hopeful trend in marketing where brands can evolve dynamically, aligning their strategies with real-time cultural moments.