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Twitter Is Beta Testing Promoted Video

Twitter is becoming more visual with the introduction of beta testing of a new Promoted Video with select content publishers and verified users. Twitter’s initial testing shows tweets containing native video generate better engagement and more video views.

Promoted Videos are an extension of the Twitter Amplify program. Along with uploading and distributing native video on Twitter, advertisers will be able to measure the reach and effectiveness of their campaigns with full access to Twitter’s robust video analytics like completion percentage and organic vs. paid video views.

Tony Hawk Promoted Video gif

Twitter has switched to a Cost Per View (CPV) ad buying model. Advertisers will only be charged when a user starts playing the video.

Twitter claims the goal of these Promoted Videos is to “…bring more video into our users’ timelines…” However, if that was the sole point, they would be focused on users employing video, not advertisers. Advertisers are increasingly willing to spend higher prices for online video. According to eMarketer, US digital video ad spending will nearly double in only four years to a projected $8.04 billion in in 2016.

US Digital Video Ad Spending-eMarketer

If you have a Twitter advertising account representative, then you can contact that person to get on this beta launch. Otherwise, you will need to set up an advertising account first and then talk with an account representative. Agencies are already reporting surprising success with Promoted Videos.

About Jennifer Nash

Jennifer Nash is the owner and president of Living Business, a consulting business that focuses on the intersection of strategy, marketing and operations.