This August, Twitter announced a beta test of Promoted Video. The popular microblogging site started testing a video card that streamlines video playback and provides users a one-tap viewing experience in their timelines. These tests showed that Tweets with native videos generate better engagement as well as more video views than before. Tests of the native video solution have been expanded with select content publishers and verified users. It appears that this new feature will provide a great opportunity to enhance marketing of videos on Twitter.
According to the official blog post, the on-test feature includes the following utilities:
- Promoted Video builds upon the Twitter Amplify program that allows media companies as well as brands to capture the excitement on TV and share the experience with fans and audiences on Twitter, beyond their followers. This video also comes with a new set of tools for high-quality content producers. This new feature makes it easier for brands to upload and distribute their videos on the microblogging site and to measure video reach and effectiveness.
- In order to make campaign setup easier, Twitter advertisers are provided with the ability to run ads using a new Cost Per View (CPV) ad buying model. They are charged only when a user starts playing their video.
- Advertisers who use Promoted Video can access robust video analytics comprising completion percentage and a breakout of organic V/s paid video views.
According to new report by BI Intelligence, the average click-through rate (CTR) of video ads is 1.84%, the highest of all digital ad formats. The report also predicts that while TV ad revenue will decline by around 3% per year during 2013-2016, online video ad revenue will reach around $5 billion from $2.8 billion over this period. Video is undoubtedly an effective storytelling medium and with all its utilities, Twitter’s Promoted video opens up new possibilities for online video advertising. The microblogging site has already made it clear that their overall goal is to bring more videos in users’ timelines so as to create “a richer and more engaging Twitter”.
While engaging in Promoted Video based advertising, it would be useful for Twitter marketers to go by the following expert advice on effective video marketing.
- Create video advertisements relevant to the online environment and the audience
- Add relative and worthwhile calls to action at the right places without annoying your audience. Though adding some form of call to action could be effective for your campaign, include levels of functionality that the end user will find useful without disrupting viewing
- Build interactive and creative ideas around the Key Performance Indicators (KPI) of your campaign for right audience targeting and deployment
Reports are already indicating that marketers are experiencing positive results with Twitter’s new video ad product. They no longer have to embed content from third-party sites such as YouTube to include video in their Twitter ads. While users had to tap multiple times to set the YouTube video in motion, Promoted Video allows them to view the content by tapping just once, which is boosting views quite significantly.