Twitter has already proven to be a valuable asset to the entertainment industry as a majority of online public conversations around TV currently take place on the social platform. But as video becomes an even more incredible storytelling medium — and one of the most popular types of media on the social network — brands are challenged to incorporate it into their Twitter strategies. One of the ways brands have achieved this integration is through Twitter Amplify.
What Is Twitter Amplify?
Designed to enhance the two-screen experience, Twitter Amplify allows brands and broadcasters to extend their engagement by creating co-branded content. These real-time in-tweet video clips — which are often accompanied by six-second pre-roll ads — are then distributed across to audiences across Twitter, beyond their followers. As you can imagine, this functionality has made Twitter Amplify a valuable tool for anyone looking to engage with consumers during major live events like sports and award shows.
Early tests showed significant improvements to key brand metrics for Adidas, Samsung, and other partners. For instance, consumers identified as being exposed on TV and then engaged with a Promoted Tweet demonstrated 95 percent stronger message association and 58 percent higher purchase intent, compared to those exposed to TV alone. Additionally, advertisers using TV ad targeting generated engagement rates that were 27 percent higher than their historical averages.
Tips for Using Twitter Amplify
As with every marketing and advertising product available through social media, there are some general best practices that brands should follow. Here are just a few to get your campaign started.
Always Add Value
— NBA (@NBA) June 16, 2014
Like with any new marketing tool, it’s easy to get wrapped up in the newness and want to experiment. And while we encourage experimentation with different types of content, don’t publish something just for the sake of posting. Brands need to be honest about the goals behind a campaign as well as their involvement. Don’t partner with an event just because it’s trending. Doing so can make your content come across as forced or out of place, and instead of engaging fans you’ll just end up alienating them.
State Farm, for example, partnered with the NBA to bring fans replays from live games. The pre-roll ad in the above tweet (you’ll have to view on Twitter to see the attached media) featured references to an existing ad campaign that included NBA star Chris Paul. That entire campaign was built around “the assist,” something that ties basketball and insurance together. Not only that, but the ad was relevant to the target audience that views it.
So before you commit to a campaign, ask yourself if the content you’ll publish as part of it adds value. How will your customers benefit from it? What about your partners? Your brand? If you’re unable to provide clear answers to those questions, it’s time to restructure the campaign.
Know Your Audience
In order to add value you need to know who your audience is so you can determine what resonates with them. Whether you’re sharing a photo, video, or text update, you never want to bombard fans with branded content that isn’t relevant. Consider the previous example of State Farm and the NBA. In order to be successful, State Farm had to know who its audience was, as well as the NBA’s, and whether the two overlapped. Otherwise, what return could the insurance company hope for?
Here’s another example of how knowing your audience plays off. Unless you’ve looked at the data, it’s easy to assume that every alcohol brand is relevant to sports fans. However, as Heineken has proven, that’s not always the case. “At Heineken, soccer and tennis are natural fits, but motor sports, not so much,” explained the company’s senior media director Ron Amram. Rather than running with an assumption, Heineken amplified content around the 2013 U.S. Open. That campaign generated 12 million impressions and 200,000 engagements across 124 tweets.
What’s Next for Video on Twitter?
Earlier this year, Twitter began testing a new Video Card that streamlines video playback and brings a one-tap viewing experience to members’ timelines. Those tests showed that tweets containing native Twitter video generates better engagement and more video views than before. After months of experiments and feedback, Twitter has moved the feature, called Promoted Video, out of early testing and into beta.
Promoted Video builds upon the Amplify program, enabling brands to more easily upload and distribute video on Twitter as well as measure the reach and effectiveness of this content. Advertisers will have the ability to run these ads with a new Cost Per View (CPV) buying model, meaning you only get charged when someone starts playing the video. You’ll also have access to robust video analytics, including completion percentage and a breakdown of organic versus paid video views.
If you’re an existing Twitter partner, and you’d like toe tart using native video in your campaigns, contact your account representative for more information.
[Image credit: Sarah Reid]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.