Celebrity Twitter antics may seem random and ill-advised (read: Kanye West), but E! Online‘s new show imagines the world of behind-the-scenes social media handlers who are making all the craziest social media moments a reality.
Hashtaggers follows a group of hapless Twitter managers employed to generate social media buzz for their clients. This includes faking a Twitter feud between Olympians Johnny Weir and Brock Weselcouch that’s just a substitute for two employees’ unresolved sexual tension.
The show is part of the channel’s content push to relaunch the E! News YouTube channel, and its attempt to be part of the digital video space. The network’s track record isn’t great in terms of interfacing with the digitally native stars. While it did give Grace Helbig her talk show, it also mocked the YouTuber set with a Teen Choice Awards post that generated ire from stars like Connor Franta and Tyler Oakley.
For this show, E! played up its connection to mainstream celebs, featuring a different one in each episode. The full series is available on YouTube and includes additional cameos from Kevin Smith, Heidi Montag, and Snooki.