@Sunny I’m also an awkward person here, because I avoid doing this. I think there are two sets of rules…
IS THE WEB SERIES JUST SOMETHING YOU LIKE, AND THAT YOU AREN’T CONNECTED TO?: Send away! I mean, probably just the once because it’s weird after that, but there’s no weirdness to ‘hey, I like this thing! you might like this thing too!’
Note: If you like a thing, and you aren’t part of it, this is kind of a nice thing to do in general as long as you aren’t annoying about it (and, ideally, the context is right - such as, they’ve tweeted ‘looking for something to watch!’). And it might help jumpstart a culture where we rec people web series like we do TV shows or films!
IS THE WEB SERIES SOMETHING YOU MADE / HELPED MAKE? Here’s where it gets tricky. I avoid @-ing people I don’t know about my stuff at all because people can smell self-promo at a hundred paces, and sometimes that gets you remembered in the wrong way. Maybe it’s not likely, but it’s probably just as likely as them actually clicking through. I know I’m not likely to click on something from somebody I don’t know; I have a hard enough time sitting down to watch things from my friends and heroes!
My totally-untested gut advice, based on how I’d respond to tweets like these:
Tweet them press, not a video link: Celebrities and people of influence are busy. Oftentimes it’s easier for them to pass their eyes over text than video, and they’ll trust something more if it has even a little press. So, try to get an article (say, on Tubefilter, or reach out to @mrose220 for some NetTVNow coverage) and link THAT for their perusal. If the piece intrigues them, they’re way more likely to check your show out than if you send a link to the show itself.
Reach out through a third party: Does your show have fans? Do you have fans who are also a fan of that person, or - even better! - a mutual connection? DM them and suggest they tweet it @ Celebrity Person. They’ll be v likely happy to do it and thankful you asked, and it will feel more genuine than coming from the creator. Avoid doing this multiple times or it will feel exploitative/sketchy, but once is, I think, in the realm of ethical.
Build a relationship beforehand: This one’s tricky and impossible to control, but still useful. Subtly engage with their tweets on a regular basis for a few weeks before you @ them, carefully walking the line between ‘awesome engaged fan’ and ‘creepy’, so that when you tweet something @ them, it comes off as an extension of your existing semi-relationship rather than a random piece of promo. I’d say the best indicator that you’re okay to tweet something @ them is if they’ve liked or responded to multiple tweets from you.
Have a strong/valuable online presence outside of that tweet: This is more general marketing/brand advice, but hey, I’m already rambling, so: A twitter account that exists only to promo x or y project (or the creator themself) holds no interest for non-fans of that thing. I spent years building my Twitter account into something that my target audience(s) would find interesting regardless of my eventual projects, with regular RTs about industry & web series news, commentary, and just generally trying to be warm, friendly, and entertaining. The more you engage with others about things and participate in the online community, the less it’ll feel like you’re just using other people for your own gains. It’s really good to find a smaller but passionate community that you’re genuinely interested in, for this. For example, I started getting traction on Twitter when I started engaging regularly about #cdntv (Canadian television), which gave me my first base of Twitter friends. Be friendly, engaged and thoughtful, so folks in that community enjoy engaging with you, follow you, and invite you in. The more genuine followers you have and the more engaged you are, the more people will see you being cool and want to be friends. This, you gotta invest the time and energy into. I’d say I spend as much, or more, time in this as I do writing/producing. But it’s worth it, because almost every job I’ve gotten has sprung, somehow, from my Twitter or through connections I made via Twitter.
Those are just my random thoughts. I hope they help!