Twitter to roll out native video for advertisers

Sarah Homewood
By Sarah Homewood | 12 March 2015

Twitter is currently testing its native video offering with advertisers after the social network bolstered its video features for consumers earlier this year.

Speaking at ad:tech on Tuesday, Shana Allen, sales director for Twitter Australia, said that the advertiser offering is currently in beta testing however anecdotally the results experienced by advertisers have been strong.

“We're seeing that advertisers are seeing high engagement and that the earned-to-paid ratio is quite high,” Allen said.

Twitter annouced its expanded video offering in January, with the social network allowing users to shoot and edit video within the Twitter app.

Twitter said in a blog post at the time: “Our unique mobile video camera and inline editing experience lets you capture and share videos up to 30 seconds in an instant. Twitter for iPhone users will be able to upload videos from the camera roll as well.”

Brands will now be able to use the feature, with authenticated accounts of it being able to upload up to ten minutes of video, with advertisers also being able to promote their tweets featuring video.

Allen explained that everything that's happening in real life is happening on the social platform as well, so if a brand wants to connect with people in real time, there's no better way to do it.

“Publishing videos through Twitter, there's two elements to it. The branding publisher aspect is you can utilise it as an advertiser and upload and promote that content. Also the consumer can shoot a video and edit it to 30 seconds and then they can quickly tweet it out. It's really allowing you not to just capture things but really edit and build your story.”

Australian media profiles such as The Today Show, Kyle and Jackie O, and Ten News have all used the inline video offering. See an example here.

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