Brands now have a new way to approach video advertising on Twitter, thanks to a new product called Amplify that was launched on May 23. Between hashtags, live-tweeting, and interacting with actors, Twitter has become a breeding ground for conversations about television and movies. In fact, social TV analytics firm Bluefin Labs reports that 95% of real-time conversation about TV happens on Twitter.
Having made substantial headway in the second-screen battle with fans, Twitter is now aiming to woo advertisers with Amplify. Using this product, sponsored tweets will feature video content preceded by short clips from various advertisers.
To start, Twitter tested Amplify with sports content through its partnership with ESPN. An early example of this sort of advertising was an instant replay clip of a Roy Hibbert block, tweeted by@NBA. Another example — a five-second promo for the Will Smith movie “After Earth” — led into a 36-second video and included a follow button for the movie’s Twitter account.
Media companies and publishers are well-suited to this kind of advertising due to the nature of their content. Indeed, early collaborations with BBC America, FOX, Fuse and The Weather Channelexemplified this. Today, Twitter’s list of Amplify partners numbers almost 20, including NCM Media Networks, with its handle @NCMNews.
We spoke with Cliff Marks, president of sales and marketing at NCM to learn more about why his company took an early chance with Twitter Amplify.
To get Marks’ insight and read the rest of this article click here.
On April 18, Twitter launched a new app called #Music, a standalone discovery engine that analyzes all the music data shared across the network every day. Feeding off users’ tweets and engagement, #Music offers charts based on buzz, along with profiles of up-and-coming artists and musicians whom users follow on Twitter.
Celebrities and musicians such as Ryan Seacrest, Ne-Yo and Blake Shelton were among those who got pre-launch access to the app, and they were effusive with their support on Twitter. The anticipation their support built contributed to the app’s debut at number five on the App Store chart; it even hit the top spot on the music apps list.
Since then, however, growth has slowed. Possible reasons for the decline in downloads could be that the app is only available on the web or iOS — but this is sure to change soon. Rdio or Spotify accounts are also needed to listen to full tracks, which could limit casual users experimenting with the #Music app. However, as you’ll see, continued support from the music industry and expansion to other mobile platforms makes #Music worth your time — and opens the door to smart marketers.
We chatted with Alyssa McClusky of DreamLocal, an internet marketing agency, and Joseph Havey, an account manager at Shelten Media, LLC, to get their thoughts on the marketing opportunities that Twitter #Music presents.
Read on to find out what some of those opportunities are by clicking here.
Communities have changed a lot in the past few years, having manifested online in ways no one could have previously imagined. Still, some things have stayed the same. Social networks allow people to broadcast their views much the way they do in person, but often with much greater reach. Much of the time those opinions are positive, is your brand ready to respond when they’re less than complimentary?
As more companies are realizing, online conversations are varied and complex. While this fact is daunting, it also points to a great opportunity: To join conversations and provide value to customers who are asking for it, and even those who aren’t.
One of the best ways to join these conversations is to create a Twitter handle dedicated to serving customer needs that is separate from your business’ main account. Not only does this approach prevent dilution of brand messaging on your main account, it also gives you a way to provide meaningful content and tips from a valid source. It’s the same reason most companies have dedicated customer service numbers.
Read on for best practice from General Motors’ social media lead Michael Savoni by clicking here.