Twitter has announced a new slate of premium video content deals at its NewFronts 2022 presentation, including partnerships with E! News, Conde Nast, the WNBA and more.
Twitter’s premium video content offers opportunities for advertisers to reach engaged audiences around these programs and events. And while Twitter has never quite been able to nail its efforts to integrate live video content and real-time tweet discussion, the new programming could provide new inspiration for your Twitter approach, based on related discussion and interaction around each.
First off, Twitter’s announced an extension of its deal with Conde Nast, which will provide opportunities for brands to sponsor Twitter streams of events like Vogue’s Red Carpet at the Met Gala, the Vanity Fair Oscar Party Red Carpet and the Pitchfork Music Festival, via Twitter’s Amplify ad offering.
Twitter’s also launching a new, made-for-Twitter, live-stream show with E! News called “While You Were Streaming”, which will cover all the biggest entertainment news in the TV universe.
Mark your calendars, dolls. ✍️ Don’t miss the debut of our new digital series, “While You Were Streaming” on April 15 at 10 AM PT on Twitter! We’re breaking down the biggest bombshells from the first episode of #TheKardashians on Hulu. pic.twitter.com/2MLYsRZLGj
— E! News (@enews) April 8, 2022
Twitter’s the home of real-time discussion for many, and these deals will be a strong lure for advertisers looking to get in on the latest discussion trends as they happen.
Cultural leaders REVOLT and ESSENCE will also bring new live content to the platform via dedicated programming and coverage, while on the sports front, Twitter has also announced a new, multi-year partnership with the WNBA, which will see exclusive WNBA content streamed to the app.
As per Twitter:
“The 2022 season marks the sixth year of the partnership and will include a slate of 12 live games. For the first time ever, the WNBA will also regularly host Spaces throughout the season, as well as during WNBA tentpole events and the offseason. Amongst other content elements like polls, player interviews and moments, new content franchises will give fans closer access to the league and broader WNBA community.”
The inclusion of Spaces is interesting – it’s still not clear whether Spaces is truly catching on with Twitter users, nor whether it will become a more significant offering. Exclusives like this will definitely help, and if Twitter can arrange more celebrity broadcasts, that will help to boost awareness of Spaces more broadly, and give it the best chance for success.
Twitter’s also announced a new partnership with NBCUniversal, which will see the platform become the first social partner to test an integration with iSpot, NBCU’s first cross-platform video certified measurement partner.
“The partnership aims to offer advertisers who purchase Amplify sponsorships from NBCUniversal additional insights to better understand the incremental audience generated from their Twitter media campaigns.”
Finally, Twitter’s also launching a new program dedicated to providing real-time highlights of the biggest global events.
“The program will allow advertisers to promote and run pre-roll on live event pages featuring real-time highlights, helping Twitter’s passionate and engaged fans discover content in their timeline, as well as front and center in the Explore tab.”
Twitter’s hoping that these new partnerships and deals will help reassure advertisers that they will be able to reach dedicated engaged audiences in the app, even amid incoming changes under new owner Elon Musk.
Though Twitter itself doesn’t know if that’s true. Musk has publicly stated that he doesn’t think Twitter should run ads at all, so it seems like there will be a level of disruption for advertisers, at the least, over the coming months.
But no one knows for sure what’s coming next, and right now, Twitter is working under the assumption that it will be able to run its regular ad programs moving forward, with these new partnerships providing more avenues for brands to reach users in line with these events.
Parler Announces That it’s Terminated its Acquisition Deal with Kanye West
Kanye West will not follow in Elon Musk’s footsteps and buy his own social media platform, with Parler confirming today that it has ended negotiations with West on a possible sale of the app.
In response to numerous media inquiries, Parlement Technologies would like to confirm that the company has mutually agreed with Ye to terminate the intent of sale of Parler. This decision was made in the interest of both parties in mid-November.
— Parler (@parler_app) December 1, 2022
The reasoning behind the decision is not clear, but West has continued to share his controversial opinions in various media opportunities of late, which has resulted in him losing a range of sponsor and partnership deals, and has decimated his net worth.
Axios has reported that West’s financial situation, as a result of these impacts, has played at least some role in the dissolution of the Parler deal.
West originally announced his intention to acquire Parler back in October, saying at the time that he needed to buy his own platform in order to share his unfiltered opinions with the world.
“People had talked about it and mentioned this idea for years, but enough was enough.”
In the weeks leading up to that announcement, West had been suspended from both Instagram and Twitter after deliberately pushing his limits on both by sharing offensive, anti-Semitic remarks. That then led West to Parler, and with Elon Musk moving to take over at Twitter, West saw an opportunity to also play a part in what he saw as a broader shift towards allowing more free and open speech.
But now, West is moving on – though he will continue with his 2024 Presidential run, apparently.
West has also seemingly pinned his hopes on Musk for a future reformation of social media moderation rules.
I love the first amendment! Long live Ye! I pray to Jesus that Elon is for real…
— ye (@kanyewest) December 1, 2022
At least, I think that’s what this means.
The announcement leaves Parler in a less than certain predicament, as it continues its efforts to develop a more sustainable business model in order to maintain operation as a free speech platform.
In the wake of the Capitol Riots, Parler was almost killed off entirely when both Apple and Google removed the app from their respective stores due its lax moderation policies, which they said had allowed too many posts that encouraged violence and crime. Amazon then also refused to host Parler on its web-hosting service due to repeated violations of its rules.
Parler was eventually able to save itself by rolling out additional moderation rules, in alignment with the requirements of each platform, which subsequently caused a level of angst among its core user base. Parler has since been found to be censoring certain posts, and removing certain users, which has prompted further criticism of the app, and with Elon taking over at Twitter, and promising a more open approach to what can be shared via tweet, it seems like Parler’s days could indeed be numbered, especially if Musk is able to implement a significant change in Twitter’s approach.
Which will also be challenging. Just as Parler had to change its moderation approach in line with app store policies, Twitter will also have to maintain its processes on the same, which could impede Musk’s push to enable more free and open speech in the app.
Elon’s looking to challenge this, but again, there will always be a level of moderation required, which will likely always exceed what free speech advocates would prefer, given evolving rules in Europe and other regions.
And for Kanye, it seems like his ambitions for owning his own social platform are now shelved, at least for the time being.