Red Bull is one of the world’s most successful brands at marketing itself on social media. Its posts, particularly on YouTube, tout its daredevil, extreme image and frequently become viral content hits with fans of action sports and crazy videos.
But, as with many brands, Red Bull seemed to struggle with figuring out how to leverageInstagram‘s still relatively new video feature. Until Thursday, that is, when it scored a big win on the platform.
In fact, Red Bull had only posted one decidedly unremarkable video to Instagram since the social network expanded beyond photos in June. Here’s the Thursday post that resonated with the energy drink company’s nearly 850,000 followers there:
The video has gotten more than 29,000 likes in its first 12 hours on Instagram. But here’s perhaps the most interesting part—it’s not new at all, simply repurposed.
The clip shows Russian daredevil Valery Rozov base jumping from Mount Everest. Red Bullshared a longer video of that feat on YouTube back in May. That original clip has since been viewed more than 340,000 times.
So the takeaway for marketers? Instagram’s popular “throwback Thursday” trend isn’t just for old vacation photos. It can be a powerful way to leverage old content, too.