Nearly a year ago, a post by Amazon Prime Video on Instagram captured widespread attention with its cheeky and provocative content. Coinciding with the release of the film “Saltburn,” the account shared an image of actor Barry Keoghan indulging in a rather unappetizing act — drinking another character’s dirty bathwater. The post, humorously captioned “Boy dinner,” garnered close to 130,000 likes.
The creative spark behind this viral moment stemmed from Saylor, a reactive agency of record (AOR) that has been instrumental in Prime Video’s marketing efforts. As per Will Trowbridge, the founder and CEO of Saylor, their approach revolves around harnessing pop culture and online conversations to enhance the brand’s advertising strategy.
Trowbridge explains that employing a reactive social media strategy allows brands to connect with their audiences effectively and consistently. He emphasizes the significance of understanding what resonates with the community, stating, “What is The Boys fandom talking about today?” This proactive monitoring enables Saylor to pinpoint trending topics and optimize content for maximum engagement.
For instance, in mid-November, Saylor aligned Prime Video’s content with the buzz generated by singer Charli XCX’s performance on “Saturday Night Live.” Anticipating the excitement, they prepared an Instagram carousel post featuring imagery from Prime Video that highlighted lyrics from XCX’s viral track “Apple.” This strategic release netted over 18,000 likes shortly after it went live, showcasing the effectiveness of timely engagement.
Though not every viral moment requires a brand’s involvement, Trowbridge stresses the importance of maintaining a consistent brand voice. To achieve this, Saylor collaborated with Prime Video to create a comprehensive “brand bible.” This document outlines the brand’s tone and voice, ensuring coherent messaging across platforms and preventing the risk of appearing out of touch or overly aggressive.
Crafting a responsive social strategy goes beyond merely jumping on trends; it involves creating diverse content types that resonate with audiences. Trowbridge notes that sometimes a simple comment on a brand’s existing post can be just as effective as a more elaborate visual or video. The key lies in timely, intelligent creations rather than reinventing the wheel.
Overall, this proactive and thoughtful approach to social media engagement showcases a promising future for brands that are willing to adapt and react to the ever-evolving landscape of online trends, allowing them to connect more authentically with their audiences. As businesses continue to navigate the complexities of digital marketing, those that prioritize smart, reactive strategies will likely thrive, fostering a more engaged and loyal customer base.
In summary, the success of Amazon Prime Video’s social media strategy highlights the importance of a keen understanding of audience engagement and timely content creation, paving the way for innovative and authentic brand interactions in the digital realm.