If you’ve been keeping an eye on Twitter this summer, you might have noticed that the microblogging platform has been doubling down on video. By adding features and announcing new policies over the last few months, Twitter has signaled in no uncertain terms that they see video as the next big thing for the platform. Is it the next big thing for your business? Let’s take a look at what’s been added this summer.

1. Twitter adds auto-play video
Back in June 2015, Twitter announced an update that would make it so that native videos, Vines, and gifs would play automatically as users scrolled through their feeds. Note that this does not apply to YouTube videos – only those uploaded natively through the Twitter app. Twitter also made it clear that auto-play would apply to Twitter’s video ads as well. More about Twitter auto-play here.

auto2
via Twitter

2. Twitter announces new viewability standards
For small business owners and big brands alike, this update brought up immediate concerns about how views on video ads would now be charged, now that videos would be played automatically. Twitter put those fears to rest right away with another announcement:

“Starting today we’ll only consider a view on Twitter chargeable when a video is 100% in-view on the user’s device, and has been watched for at least 3 seconds.” (Twitter blog)

This is great news for advertisers, because it means that not only will their legitimate ad views be charged fairly, they will also get some less ideal views for free – like when a user has their video ad partially in view, or views just 2 seconds of it.

3. Twitter introduces video for app install ads
Most recently, on July 8th, Twitter announced that it would let advertisers drive app installs directly from promoted video. Twitter has allowed app-install ads for over a year now, which is a major source of revenue across all of mobile advertising according to AdWeek. This latest update, however, allows app marketers to leverage highly engaging video as a new tactic for driving installs. According to Twitter’s vp of global business development and platforms Richard Alfonsi:

“It’s an immersive experience to have video directly in the tweet. It creates great performance and lets marketers convey a lot more about what the app does.” (AdWeek)

Learn more about advertising with Twitter promoted video here.

twitter_musicconcertapp
Via Twitter

 

With all of these recent changes, it’s clear that the Twitter team has gazed into the social media crystal ball and seen video as the future (just as Facebook has). If you market a business on Twitter, now might be the time to take that prediction to heart and start building a video strategy!

Love talking about social media trends? Check out our recent infographic on the top Facebook trends of this year.

About the Author: Sarah Matista is the Content Marketing Manager at Webs, where she also manages marketing for Pagemodo – a suite of social media tools. Loves social media, branding, whales. Get more from Sarah on Pagemodo’s Blog and Google+.

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