Video advertising has a new playground. Twitter has recently stepped up its efforts to make the social media network more video marketing friendly. Twitter has been beta testing a promoted video service.
The world’s second largest social media website has been testing a service that would allow promoted accounts to post videos that played on site, rather than playing videos in separate tabs.
A senior product manager of Twitter has said that the testing has shown that native video content resulted in more views and a higher level of engagement. This is all good news for brands. Having video advertising play on the native website requires less user effort to watch videos. More importantly having videos play in the Twitter native site, rather than on a branded web page or Youtube, makes the content feel more social.
Along with the ability to stream on-site, the promoted video feature will allow users who put video advertising onto Twitter with valuable analytics. Users will be able to track the number of users who watch a video through to its completion as well as tracking the difference between organic and paid video views.
Video and social media go hand in hand when it comes to branding. Video creates great social media content that is able to forge valuable connections with audiences. Having great videos increases the chance of your brand having a captive and engaged social media audience.
With 2,500,000 active users in Australia, Twitter’s promoted video service could present another valuable way for Australian brands to reach their customers with video. Australia is already leading the way for video advertising with a new study showing that we are the biggest growth market of programmatic video advertising.