Twitter has just announced a function which helps marketers reach the over 500 million people who click onto a tweet without logging into the website. Twitter Australia’s managing director Karen Stocks chats with B&T about its new service, the future of Twitter and why video is so damn important.
“We’ve always known that tweets reach just about everyone in the population; everybody sees them online, they see them syndicated on articles on B&T and Google search results. What we’re doing now is giving advertisers the ability to reach all of those people,” Stocks told B&T.
People who click on links to tweets in Google search will now be able to consume branded, promoted content alongside organic tweets. Twitter’s Total Audience Reach function is similar to what YouTube offers marketers i.e. YouTube shows pre-roll ads regardless if YouTubers are logged in or not.
“We know there are hundreds of millions of people (320 million monthly active users) already coming to Twitter whether they log-in or not, we don’t want that to be a differentiating factor for whether an advertiser can reach them.
“The goal for this is giving marketers increased reach in being able to extend their campaign on the platform.”
Australia is one of the first markets to test the function including the US, UK and Japan. Optus is the first launch partner in Australia. “We’re really excited to have a really innovative brand like Optus to be the first one,” added Stocks.
Twitter recently unveiled the biggest moments of 2015 on #YearOnTwitter, but looking ahead the platform is set to offer marketers more in the video space.
“The growth we’ve seen in the video in the last 12 months is 150 times because we’ve now released a lot of tools to allow people to natively upload video, also auto-play and stream videos.
“What we’re really trying to do is be innovative with the appetite that marketers have to find new and unique ways to engage audiences through video.” Some of the tools in Twitter’s arsenal include ScratchReels and Conversational video.
ScratchReels are GIFs that can be scrubbed using a finger or a mouse cursor, allowing users to rewind or advance the GIF as they please.
— Netflix (@NetflixBrasil) November 20, 2015
With conversational video, the user can stop a video and live-tweet that particular moment. Stokes used the example of the video tracking the best tweets of 2015: “So you could stop at your favourite tweet and then retweet from that video saying ‘hey this was my favourite tweet of the year’. So it’s really unique way for advertisers and consumers to interact.”
— Twitter (@twitter) December 7, 2015
Last week at Daze of Disruption, Twitter’s global head of business marketing Daina Middleton discussed how marketing has shifted from persuasion to participation and why participation on Twitter transcends the online world.
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