Amazon Prime Video: Rehabilitating Reels Performance
After the success of The Boys Season 2 campaign, I was brought on to assist the APV brand team with their content strategy and creative. One of my first assignments was to take charge of Instagram Reels, which were brand new to Instagram and critical for a successful growth strategy. Reels on the @primevideo account were averaging around 100k-150k views at the time.
In my experience, there is no one answer to improving engagement on social media. Every account is different, and every audience is unique. My tried and true method to growth is equal parts data-driven and creative thinking. I started with taking a look at Reels that had been successful — what did they all have in common? What elements of each clip hooked people in, and for the low performers, what was the problem? We iterated on successes. We partnered with more influencers. We created outside the box ideas inspired by our own fan communities and viral moments from Amazon’s huge library of original and licensed content.
Within a few weeks, views were doubled. And then tripled. At least one reel per week was breaching a million views.
Before:
Clips and announcements underperform
After:
Platform-specific and customized edits double, then triple average views
How to Succeed on Reels: Case Studies
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Put Your Best Foot Forward
Promoting new series or products can be tricky. Audiences aren’t familiar yet, so they are more likely to keep scrolling. Draw them in with eye-catching thumbnails and choose clips that don’t require any context to enjoy. We released this funny scene from the yet-to-be-released Invincible, showcasing voice talent Steven Yeun and J.K. Simmons.
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Partner with The Right Influencers
Voice actress Shelby Young makes popular TikTok videos where she uncannily imitates iconic voices in pop culture. We reached out and I produced her directly to recreate this memorable Fleabag scene. The key to working with influencers is to allow them to do what they do best and have as much freedom as possible, within the parameters that matter to your brand. If you’re working with the right talent, it should be a natural fit.
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Utilize Your Catalogue
One of the biggest challenges facing streaming services is getting audiences familiar with their incredibly large, yet constantly shifting libraries of content. This star-studded clip from cult classic Wet Hot American Summer capitalizes on star power, humor, and a fundamental understanding a niche fan community.
Paul Rudd’s tongue in the thumbnail doesn’t hurt either!
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Stick With What Works
Comedy clips were already the most successful Reels to date on the @primevideo account when I started on the project, so we kept iterating on these successes and hit on the most successful Reel to date on the account with this relatable Jimmy O. Yang clip about growing up with harsh parents.