Twitter tests ‘Promoted Videos’ to take on Facebook
We all love a video, that’s for sure. In fact, video is the most consumed content online. And so of course, all the major social networks have ensured that video is shareable and accessible via their platforms.
Last year Facebook tested out targeted video ads. And if you’re on Facebook (who isn’t these days) – then you’ll have seen how they work. Effectively, once the ad hits the target audiences feed, the 15 second video ads play automatically without sound, and you have to click on the video to hear the sound.
They seem to work in a very similar way to the Facebook video ads – however the difference is that, currently, these videos will not automatically play as a user scrolls down their newsfeed. Users have to press the play button to see the video.
With this feature – promoted video ads will work on a cost per view buying model. This means that Twitter users need to click on a video in order for it to start playing. And the marketer will only get charged when a user presses play to view the video ad.
Promoted videos will be marked in the timeline by a promoted banner and the promoted video program offers marketers a wide range of analytics including completion percentage and a breakout of organic versus paid video views.
The new ad format will be similar to the most popular ad product, Promoted Tweets – which are ads that look like tweets and appear in a users content feed – the only difference is that they will be embedded into the tweets via a Twitter Card that supports other media rich ads.
Twitter has always been a text heavy (if you can call 140 characters heavy) service – therefore this type of content will significantly change the look and feel of the social platform. Tests have even shown that tweets containing video create more engagement and more video views.
Not only this but online videos are an important marketing tool especially at a time when the internet continues to introduce new channels into the buying process – therefore this is an important feature to consider.
Although these tests are only available to a ‘select’ few of content publishers and verified users – we thought it best to get you to start thinking about these early. We’re still awaiting a date where this feature will be made available to everyone. We’ll be sure to keep you posted.