Twitter hatches entertainment-marketing strategy
The Future. After recently hosting successful ad and promotional campaigns for WarnerMedia’s Dune and Sony’s Spider-Man: No Way Home, Twitter’s free, in-house film and TV handles (@TwitterMovies and @TwitterTV) have become a prime destination for studios looking to reach people beyond its own echo chambers. If studios continue to engage with the service, Twitter may eventually introduce its own entertainment vertical to put personalities behind the handles and build relationships with fan communities.
Mama bird knows best
Is Twitter transforming into an ad agency?
- The social platform has opened up its handles @TwitterMovies (6.8 million followers and @TwitterTV (9.1 million followers) to studios that want to market their projects to the larger Twitter community.
- The studios’ marketing teams develop the content, but it’s actually Twitter’s internal team that boosts posts — all for free.
The goal is to show studios how key Twitter is to their overall marketing strategy — the thinking being that the more you use the free services, the more you’ll pay for official partnerships and services on the platform.
Both @TwitterMovies and @TwitterTV experienced a massive surge in engagement (a 674% increase) in the past year, because of a shift in strategy. Instead of tweeting like a corporate suit, these handles now tweet more casually, like a fan talking to a fan.