Tubi enlisted LA-based creative agency Saylor to break away from the typical one-way marketing of polished ads and predictable campaigns. Together, they set out to cultivate an active, participatory community where fans could engage, respond, and help shape the conversation.
Saylor established three primary objectives. First, to spark authentic, ongoing interactions that extended beyond likes and shares into meaningful, fan-driven dialogue. Second, to give audiences a sense of ownership over the Tubi experience by encouraging participation through memes, duets, threads, and other social interactions. Third, to build a community that reflected the same entertainment, diversity, and unfiltered energy found within Tubi’s free streaming library.
To accomplish this, the team focused on creating content and activations that invited conversation, leveraged cultural moments, and amplified fandom voices. Rather than simply broadcasting messages, Tubi’s social presence would act as a hub for fans to gather, engage, and co-create experiences, turning fleeting attention into sustained community loyalty.
By centering audiences as collaborators, Saylor aimed to transform Tubi from a streaming service into a social destination—one where fans felt recognized, entertained, and motivated to actively participate in shaping the brand’s cultural presence.
To bring this community-driven vision to life, Saylor approached social media as a space for connection, participation, and shared cultural exchange. The agency built a strategy rooted in conversation and co-creation, using social listening, reactive content, and hands-on community management to guide every decision.
Each platform functioned as its own engagement hub. TikTok invited fans into trends and duets, Instagram encouraged remixing through memes and carousels, X fueled rapid-fire dialogue around cultural moments, and Reddit supported deeper conversations with highly engaged communities. Rather than broadcasting uniform messages, Saylor tailored content to each platform’s native behaviors, encouraging audiences to respond, remix, and actively participate.
Execution drew on a full spectrum of capabilities, including brand strategy to define a conversational voice for Tubi; social media management to coordinate content flow; community management to engage directly with fans; social listening and reactive content to respond in real time; design and editing to produce compelling assets; and influencer partnerships with creators already embedded in niche fandoms.
Maintaining a continuous real-time presence was central to the strategy. Saylor closely monitored trending conversations and quickly created culturally fluent, reactive posts that invited audiences to join the dialogue. The team leaned into fan jokes, amplified viewer commentary through quote posts, and created playful, self-aware moments—riffing on viral tweets about Tubi’s catalog of mockbusters and parody titles like “The Grinch that Stole B*tchmas,” and humorously inserting the brand into broader streaming debates. In doing so, Saylor transformed everyday audience chatter into highly shareable interactions.
One key challenge was balancing rapid responsiveness with authenticity while maintaining a clear brand voice across high volumes of fan interaction. Saylor addressed this by establishing strong editorial guardrails, streamlined workflows, and continuous monitoring of audience sentiment through social listening. Another challenge was fostering meaningful engagement in a digital environment often dominated by passive consumption. Saylor overcame this by prioritizing humor, relatability, and participatory content that invited audiences to actively contribute.
This work is unique because Saylor positioned Tubi as a social participant rather than a broadcaster. Audiences were actively participating, shaping conversations, and amplifying the brand themselves, creating a self-sustaining, engaged community.
The strategy successfully built a highly engaged, participatory community across Tubi’s social platforms. Total views exceeded 1.2 billion, with an average of 213.6 million monthly views, 351 million monthly impressions, and 6.2 million monthly engagements — alongside an average audience growth of 400,000 new followers per month. Together, these metrics demonstrate consistent audience attention, participation, and expanding brand affinity across all channels.
Beyond metrics, the initiative fostered authentic audience involvement and co-creation. Fans actively remixed content, shared memes, engaged in duets, and participated in threads and discussions, transforming Tubi’s social channels into dynamic hubs of interaction. Platform-specific engagement loops allowed conversations sparked on one channel to ripple across others, amplifying the impact and building a sense of community ownership.
Audience behavior further underscored the success of Saylor’s approach. Fans began self-identifying as “Tubi-vangelists,” organically promoting the brand, creating their own content, and extending conversations well beyond official posts. Viral activations, including the “cemetery” stunt, sparked cross-platform dialogue and demonstrated Tubi’s ability to drive excitement, humor, and participation simultaneously. Reactive engagement also delivered standout performance: when Tubi replied “and guess which one is free” to an X user listing streamers, the post generated 11.4 million views, while another witty response to a user calling the platform “terrible” (“if rage bait was a person”) earned more than 175,000 views. Together, these moments illustrated how real-time, community-first engagement translated directly into visibility, shareability, and sustained audience enthusiasm.
Most importantly, Saylor achieved its core objective: turning Tubi’s social presence into a participatory ecosystem where audiences were not just passive viewers but active collaborators. By inviting engagement, rewarding participation, and listening to the community, Saylor helped Tubi cultivate a vibrant, self-sustaining social environment that strengthened loyalty, amplified cultural relevance, and made the audience an integral part of the brand’s story.
