-->
Save your FREE seat for Streaming Media Connect in November. Register Now!

Twitter Rolling Out Video Ads at the Top of Members' Timelines

Article Featured Image

While Twitter's fortunes have been falling lately (its stock has sunk to an all-time low), the company hopes to boost its bottom line with a plan to sell video ads at the top of members' timelines, whether they're viewing on browsers or apps. The program is called First View, and it lets marketers own the top of the timeline for a 24-hour period.

One Twitter customer, 20th Century Fox, says this is a great way to boost word-of-mouth recommendations.

"Word-of-mouth is more important than it has ever been in movie marketing. And there is no better word-of-mouth social platform than Twitter," says Marc Weinstock, president of domestic theatrical marketing for 20th Century Fox. "We are able to hit a broad movie-going audience with great video in a way that not just garners views, but actually creates social momentum."

Twitter is currently selling First View to its managed clients in the United States, and plans to roll it out around the world in the coming months.

The company began allowing videos within tweets early in 2014, and debuted Promoted Video to brands in August 2014.

Today, Twitter announced another change to members' timelines: It will now put "the best tweets" at the top of the timeline so they won't be missed, with the rest of the tweets below in reverse chronological order. Members will need to opt in, and can turn this feature on or off in their settings. Judging the by the #RIPTwitter movement that cropped up when this idea was first leaked, it could have a hard time finding takers.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Twitter Sees 220X Growth in Video Views in Past Year: Video

The short-form messaging platform is exploding with video, as brands and individuals rush to share clips. In this interview, a Twitter rep shares tips for brand success.

As Online Advertisers Look to Video, Twitter Bets its Future: WSJ

Will advanced targeting and the NFL save Twitter? With ad sales weak and growing weaker, it's the short-form social network's only hope.

Best Practices for Content Monetization and Distribution on Twitter

This presentation discusses how TV networks, sports leagues, and MCNs distribute and monetize their content on Twitter.

Twitter, Facebook, and Snapchat: On-Demand Social Video and the Real-Time Feed

Facebook and Twitter are making substantial investments to bring more video to their users. Learn how these new video platforms differ from established online video providers.

Twitter Acquires Periscope, App for Instant Live Streaming

Still in closed beta, Periscope may have sold for up to $100 million, and will give Twitter users an easy way to create and share live video.

Twitter Introduces Promoted Video in Beta

Following tests that show native Twitter video gets stronger engagement than branded tweets, the company is expanding the service.