Following on from various other social media sites and their auto-play functionality, Twitter has launched its own version of auto-play videos, adding too it will only charge advertisers if their video has been 100 per cent seen for at least three seconds.
Twitter had been trialling the auto-play videos, including gifs and vines, for a while, and due to the positive reaction it said it had received, the platform launched them for real.
“During the auto-play tests we ran, we saw people engaging with videos in this new format at a much higher rate, and our brand and publishing partners saw improved view rates,” Twitter said in a blog post. “All of this resulted in lower cost-per-views for marketers and increased video recall by consumers.”
Similar to Facebook, when a user scrolls past a video it will start playing automatically without sound. Users can click on the video and the sound will start.
However, Twitter has also stated with the new launch that it will only charge advertisers if their video has been completely in view on the device for a minimum of three seconds. If the video isn’t 100 per cent see-able, Twitter said it doesn’t think the advertiser should be charged.
Twitter is also in discussions with research company Nielsen and analytics company Moat as third-party verification vendors to provide extra measurement on promoted videos from advertisers.