Amazon Prime Video: The Prime Reaction
Prime Video set out to stand out in a crowded streaming landscape by creating culturally relevant, viral social content that resonated with younger audiences. The goal was to move beyond promotional posting and build real-time connection through culture, humor, and fan conversation.
Client
Amazon Prime Video
Role
Social Strategy Lead
Scope
Reactive Content · Community Management · Team Leadership · Cultural Strategy
Channels
Instagram · TikTok · X (Twitter)
Year
2022
The Challenge
Prime Video was competing against category leaders with clearly defined identities. Netflix as edgy and culture-driving, HBO as premium, and Disney+ as family-first. Internally, leadership wanted to create viral moments that increased relevance and affinity with younger audiences in real time.
Strategy & Execution
Performance analysis revealed that reactive content consistently outperformed all other formats. The opportunity wasn’t just speed – it was cultural fluency. By responding to trends, fan sentiment, and cultural moments, Prime Video could feel present, human, and deeply connected to internet culture.
I built and led the team responsible for reactive content, developing SOPs, hiring talent, and setting performance goals. We created platform-native formats designed for fast turnaround, humor, and participation that allowed Prime Video to engage with culture as it happened.
Prime Video’s social feeds operated as a persona that followers have come to know and love: we’re entertainment obsessed, queer friendly and celebratory of diversity in race, ethnicity, and ability. We’re unafraid to get a little edgy, and we’re equal parts nostalgic and contemporary. We love being judged by fan reactions and replies, and are in awe of fan retweets and remixes inspired by our content. We know we’ve struck gold when fans begin riffing with us, developing a relationship with Prime Video and learning what we’re into.
Impact & Results
22M
Impressions
8M
Total engagements
2×
Channel engagement rate on X (Twitter)
547
Reactive moments published
Reactive content became the second most engaged format on Instagram, driving an average of 79,496 engagements per post.
Twilight meme – My Money Don’t Jiggle, It Folds – by transmuting a trending TikTok audio into our humorous clip from Twilight we created a viral moment gaining 4.5M IG view and 212.9K engagements (vs 168K median views).
Twilight meme – My Money Don’t Jiggle, It Folds – by transmuting a trending TikTok audio into our humorous clip from Twilight we created a viral moment gaining 4.5M IG view and 212.9K engagements (vs 168K median views).
The Boys meme – Angry vs Calm Homelander showed how the brand listened to fan commentary when a single Tweet led to our stacked IG meme to perfectly capture the fan’s sentiment – and created 10.4% Engagement vs 8% YTD.
The Boys meme – Angry vs Calm Homelander showed how the brand listened to fan commentary when a single Tweet led to our stacked IG meme to perfectly capture the fan’s sentiment – and created 10.4% Engagement vs 8% YTD.
An Amazon Original (Invincible) joins a huge playful Twitter conversation by recreating the “ x Elmo” running joke, posting Invincible x Elmo which combined surprisingly dark humor with mainstream animation – gained 63K Engagements vs 2.7k YTD average per post.
