Twitter hasn’t given up in its struggle to attract users and gain investors’ favor.
that user growth has stagnated in the U.S. and hasn’t attracted sizeable worldwide audiences. On Friday, Twitter’s stock dropped below $20—the first time
since the platform’s initial public offering in 2013.
To combat those numbers, Twitter is continuing to introduce features it hopes will entice both users and marketers to join and use the service more
Coming soon: Brand-related tweets and Periscope
The platform is purportedly developing an advertising platform that enables brand managers to pull tweets from Twitter users into marketing campaigns.
that the new feature enables marketing pros to collect tweets about their products and services and then use them to promote their content. Attendees of
the Consumer Electronics Show were given a sneak peek.
explained how the new ad unit could boost marketing campaigns:
Advertisers typically rely on celebrities and influencers to promote their products in tweets, and there are a number of advertising platforms and agencies
that specialize in those types of social sponsorship deals.
“This gives brands the ability to tweet recommendations from everyday users near you versus a celebrity,” said another source with direct knowledge of the
new ad product.
The idea behind promoting everyday users is that they could be considered trusted voices on social media. A recommendation from an unpaid regular person in
the same city could hold more weight than, say, a paid Web personality.
On Tuesday, Twitter also announced that it will feature Periscope videos inside tweets.
Periscope explained how to integration works in a blog post:
Since launch, there have been over 100 million broadcasts created on Periscope. Whenever a broadcast is shared on Twitter, you tap the link to open the
Periscope app. Today, we’re replacing those links with the broadcast itself, autoplaying right within the Tweet. And when you tap the video, it goes
full-screen and shows Periscope comments and hearts from other viewers. You don’t need the Periscope app or even a Periscope account.
Imagine scrolling through Twitter, reading about Mitch Oates’ underwater adventures. You suddenly find
yourself peering through a hole in your timeline out into his world, via his live broadcast. This adds a whole new dimension to Twitter.
Periscope also tweeted a video that demonstrates the feature:
The feature will roll out to iOS users in the next few days. It is unclear when it will become available to Android or Web users.
Placing Periscope videos in tweets showcases Twitter’s acquisitions to investors, but it also means that PR and marketing pros now have a much wider
audience potentially watching their streams.
RELATED: Escalate your social media game at Ragan's Disney best practices summit.
Snapchat and the rise of online video
Twitter is far from the only social platform beefing up its video offerings.
reported that Snapchat’s users watch 7 billion videos every day through the app—a big increase from 2 billion views in May 2015 and 6 billion views in
This is probably due to the introduction of Snapchat Stories—collections of user videos and photos around certain trends or events that are available for
The new estimate puts Snapchat just behind Facebook, which reports that its users watch 8 billion videos daily. However, the views come from Facebook’s 1
billion users vs. Snapchat’s 100 million users. Business Insider shared another consideration:
It's worth noting that the battle of the video metrics is a bit of an apples-to-oranges game at this point. Facebook, for instance, counts any video that
auto-plays in a user's stream for more than three seconds as a "view." On Snapchat, a user must proactively click on the video for it to be counted in the
tally. But for users of Snapchat's messaging service, sharing videos of themselves is a much more typical use of the service than on Facebook.
As many brand managers mull how to integrate Snapchat into their social media strategies, they can take a page from the White House: It recently joined
reported that Josh Miller, White House’s director of product management, said the app’s user numbers were part of the reason the team decided to launch the
Today, the White House will offer Snapchat users (60 percent of whom are between 13 and 34 years old) behind-the-scenes peeks at President Barack Obama’s
State of the Union preparation.
The effort will coincide with other social media efforts, including an Amazon on-demand stream of the address, as well a post-address interview with