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Ultimate Guide to Twitter Native Video Features

Ultimate Guide To Twitter Native Video Features

Twitter promoted video ads:

Promoted Video ads enable advertisers to upload video directly to Twitter, and target using different parameters including keywords. (either keyword used in tweets, or searched keywords on Twitter) Interests website tags, tailored audiences, device or carrier, TV targeting (users engaged with specific shows), and demographics. Promoted Video is offered on a Cost Per View (CPV) model, so like YouTube’s TrueView video ads, you only pay for actual views. Although Twitter designed this feature for the two-screen experience, it’s clear they’re marketing it to the business advertising audience as well.

Twitter’s Native Video Player:

The Twitter Video Player will host videos of up to 10 minutes with no limit on file size, initially supporting mp4 and move files. There will be no ability to edit videos or schedule them within the player at least in its first iteration. The Twitter Video Player will not support videos hosted on YouTube or anywhere else, just those on its own service.

Twitter Video Analytics:

By 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. With the CPV model, advertisers only get charged when a user starts playing the video. The video analytics tools give them the ability to measure things like completion percentage and compare breakout of organic versus paid video views.

Twitter Video Cards:

Twitter refers to content-rich tweets as cards. Each card provides a different type of content and has different meta tags associated with it. The player card is designed to enforce your videos. So if you use video from YouTube, just tweet the post with the URL of YouTube video, and you’ll be fine. The basic steps to deploy are:

  • Unzip the contents into a publicly accessible path on your website
  • Open the page.html file and ensure the twitter:image, twitter:player and twitter:player:stream values point to your server and file locations
  • Update the content that you’re pointing to (don’t use the sample video, please!)
  • Ensure all paths are specified as secure (https://)
  • Test your URL
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