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.
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.
MDG Advertising is a full-service advertising agency and one of Florida’s top branding firms. With offices in Boca Raton and New York City, MDG’s core capabilities include creative, branding, logo design, print advertising, digital marketing, mobile marketing, email marketing, media planning and buying, TV and radio, outdoor advertising, newspaper, video marketing, Web design and development, content marketing, lead generation, mobile marketing, social media marketing, and SEO. To discover the latest trends in branding and advertising, contact MDG Advertising today at 561-338-7797.
Written by Michael Del Gigante