Amazon miniTV, which is a free video streaming service available on the Amazon shopping app and Fire TV, has entered into a partnership with Meta, a social media company formerly known as Facebook, in a unique collaboration. The partnership involves a select group of popular creators who will promote upcoming shows from Amazon miniTV and also feature in some of them.
The partnership is part of Meta’s ‘Born on Instagram’ program, which recognizes the role of creators in driving cultural change. As part of the collaboration, these creators will work together to create content around key shows from Amazon miniTV. The partnership began with a collaboration with creators for the Suniel Shetty action series ‘Hunter – Tootega Nahi Todega’. The actor collaborated with the Norwegian dance group Quickstyle during their first visit to India, resulting in over 4 million views on Instagram Reels. A similar integration took place for the series ‘Gutar Gu’, resulting in over 58 million plays on Instagram Reels.
One of the unique aspects of this partnership is that creators will have exclusive access to the shoot locations to capture behind-the-scenes (BTS) content. Additionally, some creators will also have the opportunity to be a part of some of the shows on Amazon miniTV.
Commenting on the partnership, Aruna Daryanani, head of business, Amazon miniTV said “Social media content creators have a unique ability to build a strong connect with their audiences. They have the power to build awareness on different areas, strike up discussions, and encourage engagement and Meta is at the forefront of this innovation. This presents to us an opportunity to innovate and explore new areas of synergy with budding content creators. This collaboration with Meta is a step towards harnessing such great talent whilst we entertain audiences.”
Paras Sharma, director of content and community partnerships, at Facebook India (Meta), said, “Creators are drivers of culture and inspiration, and we want them to get discovered by audiences who love their content. The partnership with Amazon miniTV and Meta is rooted in this purpose, where Amazon miniTV unlocks new forefronts in influencer marketing through unique creator integrations. And creators, in whose success we’re invested in, get access to new audiences watching these exciting shows on Amazon miniTV.”