The bigger goal wasn't just to promote a series; it was to reach a generation that doesn't watch traditional TV at all. For that audience, short-form video is often their only touchpoint with a platform like Prime Video, so the content had to work as a standalone glimpse into what they could be watching across the catalog, not a trailer that assumes familiarity with the platform already.

Formats ranged from behind-the-scenes clips showing the cast and crew off-camera, to quick personality-driven cuts like "Most Likely To," to highlight moments pulled straight from the episodes, each one built to stand on its own for someone scrolling past with zero context on the show.

That approach turned TikTok and Instagram into genuine discovery channels for people who'd otherwise never encounter Prime Video's shows at all, meeting an audience on the platforms they actually use rather than waiting for them to stumble onto the platform on their own.