14 DAY TRIAL // Twitter is always experimenting with one thing or another and that’s just the case this time around, when the company announced it was going to start testing promoted videos.
The new move will hopefully translate into a revenue boost for the company, especially since advertisers may find Twitter’s platform quite interesting, especially given the high level of engagement.
Twitter’s promoted video beta offers advertisers and content producers access to a range of tools to help them incorporate and track the new ads.
“Promoted Video builds upon the Twitter Amplify program, and brings a new set of video tools to high-quality content producers. By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” the company wrote.
In order to make the campaign setup easier, Twitter is offering advertisers the ability to run ads with a new Cost Per View ad buying model, which means they’ll only get charged when a user actually starts playing the video.
Those who use Promoted Videos will have access to a wide range of video analytics, including completion percentage and even a breakout of organic versus paid video views.
The native video solution has also been expanded with select content publishers and verified users, the company announced, in an effort to bring more videos into people’s timelines in order to create a “richer and more engaging Twitter.”
The company is excited about the fact that it is introducing new video tools to the platform, especially since it considers video to be an incredible storytelling medium.
Twitter isn’t the only one putting its money on the future of video advertising in the online medium. Facebook, as you already know, has been playing around with this feature. There is one big difference between the two platforms, however, and how they handle video ads.
While Twitter wants users to push the “play” button themselves, Facebook has implemented ads that play automatically, something that users detest and which has brought plenty of criticism to the social media giant.
Twitter will, at least for now, try to get users to view these ads, even though it’s very well known that people are reluctant to view ads and usually avoid them at all costs.
Even if the feature won’t be a raging success on the microblogging platform, it will at least bring out some extra cash for the company.
