San Francisco, California–Twitter promoted video is now available to marketers for their native content, the social media site announced on its official advertising blog.
In-part, the blog posts states, “Earlier this year, we began testing a new Twitter Video Card that streamlines video playback and brings a one-tap viewing experience in our users’ timelines. These tests have shown that Tweets containing native Twitter video generate better engagement and more video views than before.”
The ability to upload and share native video will come with analytics, so advertisers can measure consumer reach and content effectiveness. Promoted video comes at a Cost Per View or CPV rate, which only charges marketers’ accounts when a user plays videos.
Twitter Promoted Video for Native Content
Currently the release of promoted native videos is only available to advertising partners and some verified users of the microblog’s platform, but plans appear to be in-place to make the feature available site-wide to all users. The announcement makes reference to this, stating, “the overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.”
Part of the Twitter Amplify program, promoted native video will give advertisers data on percentage of completion of play; and, a breakdown of performance between organic and paid video views.
Below is an example of a promoted video:
Did a speech for some Very Intimidating People today & they asked for a video intro. I used this; thought I’d share. https://t.co/p0brMK7MEp
— Tony Hawk (@tonyhawk) August 6, 2014