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.
After months of experiments and feedback from users and brands, we’re excited to announce a beta test of Promoted Video on Twitter!
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.
In the spirit of making campaign setup easier, we now offer advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model. This means advertisers only get charged when a user starts playing the video. Additionally, advertisers using Promoted Video have access to robust video analytics, including completion percentage and a breakout of organic vs. paid video views.
In addition to the improvements we’ve made to the advertiser experience, we’re excited to share that we’ve expanded the tests of our native video solution with select content publishers and verified users. The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.
Video is an incredible storytelling medium and we’re thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and Promoted Video on Twitter. If you’re a partner and want to start using native video, please contact your account representative for more information.
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