Paramount+ is doing all sorts of things recently to make its originals viral on social media. Earlier this month, it teamed up with T-Mobile to offer a one-year free subscription to the Paramount+ Essentials plan to all T-Mobile and Sprint post-paid cellular and home internet customers. The company is now joining hands with Twitter for the same. Some shows like Netflix’s Money Heist and HBO’s Succession enjoy a wide-spread engagement on Twitter. Paramount+ knows that these engagements directly translate into views. The company is now hoping that its partnership with the social network will help it in the same way. But only time will tell whether the plan works as it intended to.
All this is part of a bigger partnership between Twitter and ViacomCBS
This partnership is part of a bigger, multi-year renewal of an earlier global agreement between Twitter and ViacomCBS, the parent company of Paramount+. In addition to promoting shows from its streaming service, the media and entertainment giant will also leverage this partnership to give exposure to digital content from its live events as well as other brands on Twitter. This means we will see more content from its vast portfolio of entertainment, news, and sports brands on the social network going forward. These include BET, CBS Television Network, CBS News, CBS Sports, CMT, Comedy Central, Nickelodeon, Paramount Network, Channel 5, Network 10, Telefe, and MTV. You can expect content from the MTV Video Music Awards as well. ViacomCBS will promote these programs through live videos, highlights, and Twitter Moments. They will also get “Twitter marketing support and brand-sponsorship sales rights” via the social network’s Amplify program. The company will leverage its paid reach and ad-targeting capabilities. According to a Variety report, the two companies didn’t disclose the financial terms of this agreement. But they confirmed that the partnership covers all global markets they operate in. Twitter and ViacomCBS had partnered up in the past as well. Most recently, Twitter hosted a live preshow for the 2021 MTV Video Music Awards in September. Users could also vote to “choose the behind-the-scenes and closeup moments they wanted to see from the awards show” on the social network. Before that, the 2021 BET Awards in June live-streamed its red carpet on Twitter.
