The World Wrestling Entertainment “WWE Signs Two-Year Deal With Twitter” created a live highlight series titled “WWE Speed” during its flagship TV programs in the United States.
This new collaboration will enable WWE to leverage Twitter’s massive reach to attract new fans and boost live tune-in to its weekly shows like Monday Night Raw on USA Network and Friday Night SmackDown on Fox.
As part of the deal, WWE will post highlight clips under two minutes from its live matches and storylines on a dedicated @TwitterSports account during Raw and SmackDown broadcasts. The packaged content will be branded as “WWE Speed” to catch the viewer’s attention.
WWE Chief Brand Officer Stephanie McMahon shared details on the innovative partnership in a statement:
“Taking advantage of Twitter’s enormous scale, this new collaboration will enable WWE to reach an expanded audience throughout the week by promoting content from our flagship TV programs.”
She added, “WWE Speed on Twitter will deliver action-packed highlights allowing fans to catch up on ca-n’t-miss moments from Raw and SmackDown that will compel them to tune in to the full experience on USA Network and FOX.”
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What to Expect from WWE Speed on Twitter
WWE Speed will provide snapshots of the best match moments, surprise returns, dramatic story twists, and other shareable content from live shows. Video clips will be posted in real-time during Raw on Monday nights and Friday night SmackDown.
Fans will be able to watch the high-octane highlights without leaving Twitter, making it easy to catch up on exciting portions of matches and storylines. WWE aims to reach a broader, more digital-oriented fanbase with accessible content.
Twitter’s Head of Content Partnerships, Kay Madati, also commented on how WWE Speed will engage viewers:
“We couldn’t be more excited to partner with WWE and bring their world-class content to Twitter. The WWE community is among the most vibrant across all of the platforms, and we know fans will love the exclusive front-row seat to all the action that Twitter provides.”
WWE’s Expanding Digital Media Presence
The WWE Speed partnership represents the latest expansion of WWE’s digital media presence. The company currently has over 1.3 billion social media followers across platforms.
Earlier in 2021, WWE launched similar highlight shows on YouTube like WWE’s The Bump and RAW Talk. It also debuted a TikTok account this year, growing it to over 11 million followers – more than major sports leagues like the NBA.
According to WWE President Nick Khan, partnerships like WWE Speed will be vital to growing the company’s next-generation fanbase. He stated:
“Together with Twitter, we’ll provide existing fans and new audiences a modern way to experience content throughout our weekly programming.”
With its new live in-broadcast content on Twitter, WWE aims to recreate the experience of checking other sports scores or highlights while watching live games. The added exposure across social platforms will enhance reach and drive viewership as media consumption habits evolve.
Bringing More Eyes to Flagship Shows
For WWE’s TV partners like Fox and USA Network, the WWE Speed initiative will also help bring more live viewers to tune into full episodes.
Fox Executive Vice President Michael Mulvihill explained the advantage, saying:
“Twitter can draw fans into the live WWE experience every week. Speed will help drive viewership of Fox’s Friday Night SmackDown by exposing new audiences to the show’s stars and storylines.”
Mulvihill noted that similar past social integrations have successfully boosted live viewership for sports like football and baseball.
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WWE SmackDown has aired on Fox broadcast channel since 2019, with its recent Season 2 premiere drawing 2.3 million live viewers. Monday Night Raw has run on USA Network for over 25 years, averaging 1.7 million viewers.
The new WWE Speed content partnership with Twitter aims to utilize social media buzz to attract viewers who may be missing out on the full live WWE experience. By providing easily accessible and compelling samples of WWE action, the company is strategically reaching fans where they already are online.
