Objective

With Prime Video’s subscriber base and slate of Original programming growing, the service also sought to expand its social media presence with genre-specific handles. One such genre? Comedy! Enter stage left: Saylor!

Saylor worked with Amazon to develop and launch Prime Comedy (formerly Laugh Track): Prime Video’s comedy brand and home to its stand up, adult animation, and comedy films and series. 

We continue to manage the social strategy and channels, positioning Prime Comedy as a leading destination for comedy fans ready to devour the next stand-up special and hilarious originals on Prime Video.

Strategy

Throughout 2023, Saylor focused on creating content for Prime Comedy that delivered laughs while uplifting Prime Video’s stand-up specials and originals. Our social slate included a mix of stand-up clips, nostalgic content, static memes, collaborations, and content that engaged the dedicated fan bases of Prime Video’s original titles. 

Prime Comedy’s social presence supported both Prime Video Originals and its rental catalog with custom digital content, influencer partnerships, social-first stunts, and more. 

We used 2023 to fine-tune the Prime Comedy voice to be uniquely funny and “extremely online” but with broad appeal for a large growing audience. 

Saylor’s winning strategy involved three main pillars:

• We brought the punchlines to the people by highlighting the best of stand-up specials from both up-and-coming and established comedians.
• We engaged lifelong comedy lovers by featuring fan-favorite library titles through nostalgic content like Uncle Buck and cult classics like Scooby Doo. 
• We joined the broader conversation around internet comedy by responding with reactive content timed to engage trending topics. 

Results

Our team's hard work paid off in a huge way, setting us up for an epic 2024. In 2023, we experienced incredible follower growth on all platforms (TikTok, Instagram, and Twitter). 

On TikTok specifically, our followers grew over 18.6%, surpassing 650,000 followers. Additionally, engagement on that platform grew by over 97%.

We attribute this success to two things: 

1. Our ability to pivot in real-time. We monitor the performance of our original content on a daily basis, doubling down on successful concepts and scaling back on anything that doesn’t hit. Our Reactive Team is dedicated to creating content that feels “extremely online” and of-the-moment, ensuring the Prime Comedy voice always feels fresh, relevant, and (of course) insanely funny.
2. Our dedication to the laugh. We know good comedy and what our audience loves. 

Media