What Happened
Twitter announced today it is extending its Amplify Publisher program to individual video creators in the U.S., aiming to drum up video content to sell more pre-roll ads. Twitter is offering individual content creators 70% of ad revenue, which is higher than the 45 percent YouTube gives its creators, and does not require content exclusivity. Only creators approved by Twitter will be able to monetize their content through the program, which first opened to publishers last fall.
In related news, Warner Bros.launched a set of Twitter stickers to promote its upcoming “Harry Potter” spinoff “Fantastic Beasts And Where To Find Them,” making it the first entertainment brand to use paid Twitter stickers for its campaign. Earlier this month, Pepsi released a set of custom Twitter stickers to engage with Twitter users.
What Brands Need To Do
In-feed video ads on Twitter benefits from its context and produces better recall compared to other pre-roll ads, as our recent media trial concluded. Twitter’s searchable stickers are an extension of the emoji marketing that many brands including Coca-Cola and Toyota have experimented with. As Twitter continues to improve its various ad products to appeal to brand marketers in the hope of boosting its ad revenues, it is up to brand marketers to figure out which ad unit fits best for your campaigns.