Nearly a year ago, a post from Amazon Prime Video’s Instagram account captivated audiences, and it’s easy to see why. The attention-grabbing moment coincided with the release of the film “Saltburn.” A particular still from the film featured actor Barry Keoghan leaning in to sip another character’s dirty bathwater, paired with the cheeky caption “Boy dinner.” This post has garnered close to 130,000 likes, showcasing the impact of a well-timed social media strategy.
The creative behind the viral post was Saylor, an agency that supports Prime Video’s broader advertising efforts by engaging with trending pop culture and social media phenomena. Will Trowbridge, Saylor’s founder and CEO, emphasized the importance of a reactive social media approach that complements a brand’s marketing strategy by fostering daily engagement.
Trowbridge explained that tracking fan conversations and social media trends is crucial for generating relevant content for Prime Video. Questions such as what fans of shows like “The Boys” are discussing or pinpointing which trends are capturing attention help Saylor shape their content effectively. For instance, in November, they capitalized on singer Charli XCX’s appearance on “Saturday Night Live” by posting a carousel on Instagram that included stills related to her popular TikTok song “Apple.” This post, which went live on the same day, attracted over 18,000 likes.
While it’s not necessary for brands to jump on every viral moment, Trowbridge advocates for maintaining a consistent brand voice and tone. Saylor worked alongside Prime Video to develop a “brand bible,” a guide that helps define the brand’s communication style. This prevents brands from appearing disorganized or overly eager, which could alienate audiences.
An effective reactive strategy doesn’t only hinge on keeping up with trends; it also involves engaging audiences through diverse post formats. Trowbridge commented that while simple responses to trends can be executed quickly, more elaborate posts may require additional time and creative input. Ultimately, he stressed that clarity and timeliness are the keys to making an impactful social media presence.
In conclusion, Prime Video’s social media success demonstrates the power of a well-executed reactive strategy that not only aligns with pop culture but also resonates with audiences authentically. As brands continue to navigate the fast-paced world of social media, those that remain agile and attentive to their audience’s interests are likely to thrive.
This showcases the potential for brands to engage positively with their audiences and reinforces the importance of strategic, authentic communication in an ever-evolving digital landscape.