In a streaming market crowded with more than 200 platforms, most competitors rely on high-budget campaigns and one-size-fits-all messaging. Tubi enlisted LA-based creative agency Saylor to help it stand apart by building a cohesive multi-platform social presence that reflected the scale, diversity, and accessibility of its free streaming library while feeling native to each channel. The idea driving the work was to move beyond simply posting across platforms and instead create a unified ecosystem where Tubi could participate in internet culture in real time.
Saylor’s primary objective was to spark continuous, organic conversation across TikTok, Instagram, X, and Reddit while consistently reinforcing a single, clear value proposition: Tubi is free. To achieve this, Saylor set out to develop an agile content model capable of producing high-volume, rapid-response content tailored to the unique tone, formats, and audience behaviors of each platform.
Strategically, the initiative focused on four goals: building a distinct but consistent brand voice that could flex across channels; embedding Tubi within niche fandom and online communities; driving sustained engagement through culturally relevant, platform-native content; and ensuring each platform worked together to amplify reach, conversation, and brand recognition.
By prioritizing cultural fluency, speed, and platform-specific creativity within a unified strategy, Saylor aimed to transform Tubi’s social presence into a connected, multi-channel ecosystem that kept the brand visible, relevant, and actively discussed across the digital landscape.
To bring this multi-platform vision to life, the team built an agile social engine designed to operate at the speed of internet culture while maintaining consistency across channels. Rather than treating platforms as distribution points for the same content, Saylor approached each as a distinct environment with its own audience behaviors, formats, and conversational norms. This required a fully integrated capability set spanning brand strategy, social media management, community management, social listening and reporting, design, editing, reactive content production, and influencer management.
Execution began with a strong brand strategy foundation that defined Tubi’s unfiltered, culturally fluent voice and ensured consistency across platforms. From there, Saylor implemented a publishing model supported by continuous social listening, enabling real-time identification of trends, viral conversations, and emerging cultural moments. Insights from listening and reporting directly informed rapid creative ideation and reactive content development, allowing Tubi to participate in conversations as they unfolded.
Creative execution centered on four core pillars:
This cross-platform strategy came to life through culturally fluent, platform-native content that met audiences where conversations were already happening. On TikTok, the team tapped into fandom and internet discourse, from spotlighting iconic TV moments—such as a post about the best song from Empire tied to Jamal Lyon’s coming-out scene, which earned more than 206K views—to creatively participating in trending theories, like a Zendaya “hat theory” edit that garnered over 170K views. On X, reactive humor drove shareability, including a quote-retweet of a viral post where somebody claimed he saw himself at a gas station in one of Tubi’s movies, which generated widespread interaction including 164K views and 6.6K likes.
One of the primary challenges was maintaining a unified brand identity while producing high volumes of platform-native content at speed. The team addressed this by establishing clear editorial guardrails, streamlined approval workflows, and tightly coordinated cross-functional collaboration. Another challenge was breaking through an oversaturated “dead internet” environment dominated by polished but forgettable content. Tubi overcame this by deliberately prioritizing authenticity, humor, and participation over traditional promotional approaches.
This work is unique because Saylor intentionally integrated every platform into a single, connected ecosystem rather than treating them as standalone channels. Each platform played a distinct role while reinforcing the others, creating a cohesive, always-on presence that positioned Tubi not just as a streaming service, but as an active, recognizable participant in online culture.
The results demonstrated the effectiveness of Saylor’s integrated multi-platform strategy in meeting its core objectives of driving sustained conversation, strengthening brand visibility, and building an engaged cross-channel community for Tubi.
Performance remained consistently strong over time, averaging more than 71 million monthly views and 22 million monthly engagements, serving as evidence that the strategy successfully sustained ongoing attention rather than relying on one-off viral moments.
Equally important, the work established Tubi as a cohesive presence within online culture rather than a collection of disconnected social accounts. Platform-specific content worked together to create continuous conversation loops, where trends initiated on one channel often spread to others, amplifying overall reach and impact.
The brand also achieved viral recognition across digital spaces, including features on high-traffic entertainment platforms such as WorldstarHipHop. Audience behavior further signaled success, with fans organically referring to themselves as “Tubi-vangelists,” reflecting strong affinity and community loyalty.
Most critically, the work fulfilled its central strategic goal: consistently reinforcing Tubi’s core differentiator as a free streaming service while maintaining a culturally fluent, high-visibility presence across multiple platforms. The results demonstrate how an integrated, real-time, platform-native approach can cut through a crowded market and build lasting audience connection at scale.