About a year ago, a provocative post by Amazon Prime Video on Instagram captured widespread attention and went viral. This happened on the same day the film “Saltburn” premiered on the platform. The post featured a scene of actor Barry Keoghan drinking dirty bathwater, accompanied by the cheeky caption “Boy dinner,” which amassed nearly 130,000 likes.
This successful social media strategy was crafted by Saylor, Prime Video’s reactive Agency of Record (AOR), which enhances the platform’s advertising by engaging with pop culture and online trends in a timely manner. According to Will Trowbridge, Saylor’s founder and CEO, a reactive social approach can significantly contribute to a brand’s overall marketing efforts, especially for those with established audiences. He emphasizes the importance of seizing daily opportunities for brand engagement.
To develop its reactive social content, Saylor stays attuned to Prime Video fans’ discussions and broader social media movements. They assess trends and determine which moments resonate with audiences, ensuring their posts align with popular narratives.
For instance, in mid-November, Saylor connected Prime Video to pop culture when singer Charli XCX hosted and performed on “Saturday Night Live.” Anticipating that this appearance would generate online buzz, they prepared an Instagram carousel highlighting stills from Prime Video productions alongside lyrics from her popular song “Apple.” This timely post garnered over 18,000 likes shortly after it went live.
While it’s unnecessary for brands to jump on every viral trend, Trowbridge advises that establishing a consistent voice and tone remains vital. Saylor collaborated with Prime Video to create a comprehensive “brand bible,” outlining how to effectively communicate the brand’s identity. Without such guidance, brands risk appearing chaotic in their messaging.
Moreover, crafting an effective reactive social strategy involves more than just responding to trends; it’s about engaging with audiences through diverse types of content. While some responses can be quick, such as commenting on official posts, others might require more thoughtful creation. However, Trowbridge stresses that simplicity can be crucial for maximum impact, encouraging brands to be smart and timely in their approach.
In summary, Amazon Prime Video’s successful social media strategy highlights the importance of engaging creatively and responsively with fans while maintaining a clear brand identity. By continuously adapting to trends while ensuring consistency in voice, brands can effectively captivate their audiences and build a strong online presence. This approach not only enhances brand visibility but also fosters a more engaging and interactive community.