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Twitter tests the waters with video

Twitter is testing a new feature aimed at boosting brand videos across the platform.

Promoted Videos

Twitter announced it was beta testing the feature, dubbed Promoted Video, as an extension of the Twitter Amplify program.

“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.

“The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter,” wrote David Regan, Senior Product Manager, TV and Video at Twitter.

Twitter also revealed that tweets containing videos lead to higher engagement.

Ad buster

Promoted Videos will come with complete analytics including organic vs paid views and completion numbers.

To encourage brands, ads will come with a Cost-Per-Click model.

Video star

Video advertising is becoming big business on social.

While Twitter-owned Vine has long been a popular outlet for brands, this marks the first big push into longer form videos for Twitter. It also follows similar moves from Facebook as it rolls out video advertising.

To find out more visit blog.twitter.com

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