Twitter introduces way for creators to monetise videos
James R | On 03, Sep 2016
Twitter has expanded its video service to let creators of all sizes monetise their content, both uploaded and live.
The move is a big step for Twitter, which, like Facebook, is attempting to establish itself as a viable alternative to YouTube for vloggers, brands and creators.
Its growing emphasis on Twitter is having an impact: video tweets have increased by over 50 per cent since the start of the year.
As a result, Twitter has recently extended the basic video upload limit from 30 seconds to 140 seconds for any user. Select professional publishers can upload videos up to 10 minutes long. Tapping on a video tweet or Vine will also now open up a full-screen viewing experience with suggested video and Vine tweets displayed below. A newly launched app called Twitter Engage also allows video creators to understand, engage and grow their audiences with real-time data and insights.
Perhaps the biggest development for Twitter’s video arm, though, is the ability for anyone to make money from their uploads – something that is still missing from Facebook’s fledgling platform. Creators in the US can now sign up for Twitter’s Amplify Publisher Program and, whenever they upload a video, check (or uncheck) a box to participate (or not) in Twitter’s pre-roll ad scheme. A portion of the ad revenue from the pre-roll video will then be shared with the creator.
Twitter’s announcement of monetisation options this week was accompanied by several upgrades to the Twitter Engage app (or, for desktop users, via Twitter’s Media Studio – replacing video.twitter.com), which will make publishing and monetising video as easy as sending a tweet. Creators can now upload, manage and publish media more efficiently and effectively, as well access a new unified media library (videos, GIFs, and images), new Tweet scheduling / planning capabilities, team management and multi-account support. The app also includes an “Earnings” section.
The roll-out of monetisation is also extending to live video, something that Twitter is increasingly focusing upon, following its deal with the NFL to stream games this season on Thursday nights, starting 15th September.
Periscope, Twitter’s live-streaming app, is now offering adverts for broadcasts. Its inaugural demonstration of this is a partnership with Andy Roddick. The retired tennis pro is teaming up with Twitter to cover this year’s US Open tournament, adding live videos to the #USOpen conversation on Twitter.
Throughout the tournament, he will invite viewers to watch the broadcasts with him, giving his perspective on the match-ups and gameplay. Andy will also share his experience attending the US Open. During each broadcast, he will answer questions and engage with the audience, allowing viewers to take part in how he experiences the tournament. All of this will be live on Periscope and Twitter.
Roddick’s videos are sponsored by Chase and Grey Goose, an example of how Twitter’s Amplify program works with content creators and brand partners across both Twitter and Periscope. The campaign will appear in a few ways on Twitter: Periscope broadcasts will be shared through Tweets from @andyroddick, select broadcasts will appear as Promoted Tweets from the brand launch partners, and branded broadcast highlight videos will be Tweeted by Andy and shared by the brand partners.
— andyroddick (@andyroddick) September 2, 2016
Furthermore, Periscope videos, like video tweets, can now be embedded on any web page, which means that Twitter’s video arm is now not only monetisable, but also as shareable as possible, boosting the opportunities for generating and sustaining income.