Nearly a year ago, a provocative post by Amazon Prime Video on Instagram captured widespread attention. The post, featuring a scene from the film “Saltburn” where actor Barry Keoghan drinks dirty bathwater, garnered around 130,000 likes along with the caption “Boy dinner.”
This viral content was crafted by Saylor, Prime Video’s reactive agency of record. According to Will Trowbridge, Saylor’s founder and CEO, this approach is key to enhancing the brand’s marketing strategy by engaging in real-time with pop culture phenomena and online trends.
Trowbridge emphasized the value of a reactive social media strategy, noting that brands with established audiences significantly benefit from tapping into trending topics on a daily basis. He stated, “You are missing out on opportunities if you’re not deploying a reactive strategy every single day.”
To develop these timely posts, Saylor monitors discussions among Prime Video fans and broader social media trends. Trowbridge explained that they focus on what resonates within fan communities and larger internet narratives, allowing them to create content that is relevant to current discussions.
For instance, in mid-November, following Charli XCX’s appearance on “Saturday Night Live,” Saylor seized the opportunity to connect Prime Video content with the buzz stemming from her performance. They prepared a carousel post on Instagram showcasing stills from Prime Video while aligning them with lyrics from Charli’s popular song “Apple.” This timely post attracted over 18,000 likes.
Trowbridge acknowledged that while brands don’t need to latch onto every viral trend, establishing a consistent voice is critical. Saylor collaborated with Prime Video to construct a “brand bible,” a resource that defines the brand’s voice and tone. Trowbridge warned that without this clarity, reactive content can risk coming off as disorganized and intrusive, which may frustrate audiences.
To build an effective reactive social strategy, Trowbridge stressed the importance of engagement through varied content types. Saylor employs quick, simple responses in addition to more elaborate posts, adapting to the situation and audience interaction. While immediate reactions can take time to create—many hours for complex posts—Trowbridge reiterated the efficacy of straightforward, timely communication.
In summary, Saylor’s innovative strategy illustrates how brands can leverage real-time trends to engage viewers meaningfully. As digital landscapes continue to evolve, brands harnessing the power of responsiveness and relevance will likely thrive, nurturing strong connections with their audience. This approach not only boosts visibility but enhances brand loyalty, showcasing the future of marketing in an increasingly interactive world.