Posted 06.20.2024 by Josh Krakauer
If there’s a constant in marketing, that’s brands looking for fresh ways to connect with their audience.
Some of these ways come and go fast (as most flash trends do) while others stick around, becoming market-proven marketing solutions.
There’s a third category too, reserved for actions that can produce good results but are still pretty unpredictable – and thus, less used by brands.
The Ask Me Anything (AMA) format fits this description like a glove.
AMAs can produce a great deal of positive exposure and valuable interactions, but they can also turn out irrelevant, and even risky if interactions get out of hand.
So, what makes AMAs tick for brands?
Let’s dissect them to understand how these digital conversations work, and see how they can help break down the walls between brands and consumers.
Ask Me Anything (AMA) is a popular format for online interactions where an individual invites a community to ask questions over a limited period time (usually, between one and two hours) and answers them in real-time.
Individuals hosting AMAs tend to be notable figures ranging from celebrities, field experts, and brand ambassadors to regular people who’ve gone through extraordinary circumstances.
In a way, an AMA is like an online press conference, where a person answers questions from the audience in real-time.
However, there are a few key differences between both, including:
Both AMAs and Q&A sessions involve answering questions from an audience, but there are important differences in format, structure, and intent.
First of all, anonymity plays a relevant role in AMAs, allowing for questions that you wouldn’t find in a more structured Q&A. An AMA host doesn’t have to be anonymous, but they can if they want to.
Second, the nature of questions.
AMAs are known for their openness to a wide range of questions, while Q&As are often used to clarify information and address specific queries related to a presentation or topic.
Finally, there’s the setting. AMAs happen almost exclusively on social media.
Q&As, on the other hand, tend to be integrated into events, presentations or conferences as a segment within a predefined agenda.
AMAs originated on Reddit in a more or less spontaneous manner, and got their dedicated community in 2009.
Since then, their popularity has extended beyond Reddit and into other platforms, including:
From traditional Reddit threads to live video sessions on Instagram, AMAs come in different shapes that offer some interesting options. These are:
These are subtle differences that must be taken into account by brands, as they’re usually subject to more scrutiny and harshness than other AMA hosts.
Time to step beyond the theoretical and into tangible AMA examples.
The following examples serve as great reading material, but also as proof of the dynamics and impact that define the AMA experience.
Ben Barnes is an English actor playing General Kirigan, the main villain on the Netflix series “Shadow and Bone”.
In early 2023, he did a successful AMA session on the r/television subreddit, gathering over 1,500 questions and comments in the process.
This is a prime example of a branded AMA, promoting both the series and the streaming platform through interactions between one of the show’s stars and its audience.
On top of promoting the show, the AMA cuts to the chase from the get-go, inviting the audience to check the trailer for the (then) upcoming season, and also to follow the actor on Instagram.
The result was excellent, and so much better than the average show promotion interview we’re used to seeing {out there.
Kim Hawes is a tour manager turned writer that spent years on the road working for legendary bands like Motorhead, Black Sabbath, and Rush.
In 2023, she did an AMA to share her experiences and promote her book.
The AMA gathered lots of attention (5k+ reactions and 600+ comments), even though it was heavily curated by her publisher.
This is an obviously branded AMA where the host is also open about curation, making it a rare case in its own right.
However, it’s also a good example of how a brand can keep the audience engaged by giving them some – but not all – of what they want.
Every year on St. Patrick’s Day, a bar owner from Dublin named Gar does an AMA to share his experiences about running a pub on the busiest day of the year in an iconic place (for drinkers, at least).
Gar is no celebrity or VIP, but his circumstances are extraordinary – the key factor that allows him to host AMAs like no other bar owner on earth.
The result is a keeper: A long conversation that feels like a pub talk in itself, keeping the audience engaged with the most ridiculous questions you can think of.
The success of AMA sessions is subject to a number of factors that contribute to a positive and engaging experience for both the host and the audience.
In summary, here’s what you should strive for:
On top of this, a successful AMA is bound to play by the rules of the platforms and communities that support them.
This is particularly relevant for Reddit, where AMA guidelines are heavily enforced to keep the AMA community focused on what matters the most: Interesting topics, insights, and conversations.
Based on the examples and definitions shared in this article, you might think that AMAs are definitely worth it when it comes to driving brand awareness or promoting specific products and services.
And you’d be right – to a point.
First of all, the topic, circumstances and hosts are paramount: If any of these fail, the AMA won’t fly.
However, if you’re able to match the brand with the right audience, and bring interesting topics to the table at the right time, chances are that people will interact.
In summary, brands should consider doing an AMA as long as they:
After reading this, it’s time to ask the final question: Is your brand ready for an AMA?
If you’re still unsure or on the fence about it, feel free to drop us a line and we’ll explore the possibilities together!