Almost a year ago, a post from Amazon Prime Video’s Instagram account garnered significant attention due to its cheeky content. The post featured a scene from the movie “Saltburn,” where actor Barry Keoghan leans in to sip another character’s dirty bathwater, accompanied by the caption “Boy dinner.” This bold move resulted in nearly 130,000 likes, showcasing the power of a provocative social media strategy.
The success of the “boy dinner” post was crafted by Prime Video’s reactive agency of record, Saylor. Will Trowbridge, the founder and CEO of Saylor, emphasized that a responsive social media approach serves as a valuable enhancement to a brand’s overall marketing efforts. He asserted that brands with established audiences must engage daily in reactive strategies to seize pertinent opportunities.
Saylor’s approach involves monitoring conversations among Prime Video fans and identifying broader social media trends. Trowbridge explained the importance of understanding what fans are discussing and the viral moments that capture their attention. For example, in mid-November, Saylor capitalized on singer Charli XCX’s appearance on “Saturday Night Live” by releasing an Instagram carousel post with stills from Prime Video content that contained lyrics from her trending TikTok song “Apple.” This timely engagement attracted over 18,000 likes, demonstrating the effectiveness of linking content with current buzz.
However, Trowbridge noted that while brands don’t have to engage in every viral moment, establishing a consistent brand voice and tone is crucial. By collaborating with Prime Video, Saylor developed a “brand bible” to guide their communications, preventing the risk of appearing disorganized or overly eager.
Creating a successful reactive social strategy means not only reacting swiftly to trends but also engaging audiences through various post formats. Trowbridge mentioned that sometimes brevity is essential, as simple comments can have significant impact, while more elaborate static images or videos can be used when appropriate.
In summary, a well-structured reactive social media strategy can dramatically enhance audience engagement and brand visibility. By maintaining a clear brand identity and being responsive to trends, companies like Prime Video can create clever and timely content that resonates with viewers.
This innovative approach signifies a positive evolution in marketing strategies, as brands are now more attuned to cultural moments, thus fostering deeper connections with their audiences.