Twitter is apparently testing a feature that will let brand advertisers include a playable video directly into a tweet.
Earlier this year, twitter began testing a new Twitter Video Card that streamlines video playback and brings a one-tap viewing experience in its users’ timelines. The tests according to the social media site 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!” the company said.
Promoted Video builds upon the Twitter Amplify program, and brings a new set of video tools to high-quality content producers. 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.
This new feature, according to twitter will no offer advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model. Meaning advertisers only get charged when a user starts playing the video. Additionally, advertisers using Promoted Video also 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”. the company further stated.
“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.”