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Twitter Announces New, Exclusive Video Content Partnerships at NewFronts 2022

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Twitter Announces New, Exclusive Video Content Partnerships at NewFronts 2022

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.

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.

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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.

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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.

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Facebook Adds New Groups Engagement Options, Including New Side Bar Access to Latest Group Updates

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Facebook Adds New Groups Engagement Options, Including New Side Bar Access to Latest Group Updates

Hey, have you noticed a sudden influx of notifications about Facebook groups in your News Feed this week?

You’re not alone, with Facebook kicking off a new push on groups, that will include a new, dedicated notifications space for groups in the sidebar of the app, and more options for smaller discussions within group spaces.

First off, on the new sidebar sorting option for groups – Facebook’s testing a new listing of the groups that you’re a member of that will be accessible by swiping right from your main News Feed.

As you can see in these images, the new listing will display all of the groups that you’re a part of, which will be displayed in order based on the latest activity.

The sidebar display will also include a range of group engagement options, including the capacity to pin your favorite groups, discover new groups, or create your own from the prompts. There’ll also be links to events, shops and more, making it easier to get involved in each groups element.

That could make it much easier to stay on top of the latest group chats, which could be a great way for Facebook to boost user engagement, and get more users sharing more often in the app.

Which has become a problem of late. Reports have suggested that Facebook engagement has dropped significantly, particularly among younger audiences, as TikTok interaction has continued to rise, with internal data from Meta showing that usage among users aged 18-24 has basically flatlined completely in the app.  

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Groups, however, remains a key engagement surface, and if Facebook can find new ways to showcase groups, and prompt more users to engage with those discussions, that could be another way to maximize in-app activity, even if they don’t feel compelled to respond to what they see in their main feed.

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In addition to this, Facebook’s also adding some new, smaller sub-group engagement options, with Community Chat Channels, audio rooms and topic feeds within group.

Community Chat Channels will enable group members to chat in real-time across both Facebook Groups and Messenger.

“So when you’re in your new BBQ lovers group and need real-time feedback while attempting your first brisket, an admin can create a chat for that.”

Facebook Groups update

So it’s messaging groups for Group members, adding another way to spark different types of engagement with the Groups setting.

Community Audio Channels meanwhile is Facebook’s own answer for Clubhouse, where admins and members can join real-time audio conversations in the app.

Facebook Groups update

Facebook initially launched its live audio rooms with verified public figures, creators and selected groups last year, but now, all groups will be able to host live audio rooms to facilitate topical engagement in the app.

Which is probably a little behind the times, given the declining interest in Clubhouse and other audio social options. But a big challenge for Clubhouse and Twitter Spaces has been discovery, and highlighting the most relevant rooms to each user in real time, which Facebook can improve on by only highlighting rooms to people who are already group members, ensuring more relevance for its live audio notifications.

Community Audio Channels will be available within Facebook Groups and on Messenger, providing alternate access points to tune in.

UPDATE: Facebook says that Community Audio Channels are different from Live Audio Rooms, with Community Audio Channels being an ‘always-on space’ that admins can create, in which admins and members can hop in and out of real-time conversations. Which, functionally, seems much the same, but Facebook has sought to clarify this point.

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And finally, Facebook’s also adding Community Feed Channels, providing a way to highlight more specifically relevant group discussions and elements to community members.

Facebook Groups update

“Admins can organize their communities around topics within the group for members to connect around more specific interests. For example, if you’re in a BBQ lovers group, there could be a feed channel where you can post and comment on the topic of smokers.”

So rather than getting every update from every group that you’ve joined, you’ll be able to select specific discussion topics that you’re interested in, with group admins then able to categorize posts and updates to feed into these more refined channels, and ideally improve engagement.

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They’re some interesting additions, none of which are likely to transform how you engage with Facebook groups, but each providing a more customizable, easy-to-access stream of groups to stay informed and interact with.

And again, if Facebook can better highlight the most engaging, most relevant groups and group content, that could be a great way to maximize the potential of its groups tools, which now arguable generate more engagement potential than the main feed.

You may not like the political content in your News Feed, or the updates from relatives and long-lost school friends. But maybe, through this, Facebook can show you more discussions within groups that you do want to see, which could help to boost time spent in the app.

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