Twitter may have been built on the basis of short-and-sweet tweets, but the microblogging service is adding video to the conversation to help brands speak to the many media-minded users. As part of Twitter’s one-click video format that pushes content rather than comments, this new feature enables brands to tell a story via video posts instead of the usual 140-character limit. This new feature is currently being testing by four big brands, including Budweiser and KFC. Adweek.com took a look at the feature to see if these videos will click with consumers.
It’s important to call attention to the new feature’s call to action. Rather than direct people to a brand’s main website or microsite, these video posts simply prompt viewers to “view more videos.” Then, a click-through link leads viewers to a separate landing page that lists more of the videos used by the brand.
This “view more videos” call to action builds on the one-click video format, which was originally limited to Twitter Amplify media partners but now seems to extend to other marketers.
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A quick review of these video posts shows that brands use them to pitch promotions just as much as their products. For instance, Budweiser popped in a video promoting the lineup for its upcoming Made in America music festival. A click on the “view more videos” prompt led viewers to a landing page featuring videos from the event’s featured artists.
Twitter designed this new video feature to be a competitive alternative to Facebook’s popular auto-play video ad units. Twitter is trying to bring in more brand partners by enticing them with the value of video.
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