As social networks carve up their share of the content marketing pie, one seems to be losing out.
Twitter has been struggling to capture marketing budget. Ad revenue dropped from $640m in the final quarter of 2015 to $638m in the same period last year.
As part of its effort to revitalise its ad offer, Twitter launched First View in 2016. This allows a brand to place its ad in the top spot of a timeline feed for 24-hours.
Speaking about it at the time, Twitter revenue product officer Deepak Rao said: “First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period.
“When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timelines will be a Promoted Video from that brand.”
Now, Twitter has announced results for First View over the past year. And it seems to have been a success.
Possibly the best metric is that recall went up by 141 per cent when a brand made use of the first review slot. Wendy’s tried it early and received more than 5m views.
Twitter also says that results were even better when using First View together with a promoted tweet, giving the tweets a highlighted box.
Jaguar pushed a 30-second video using this method and achieved more than 4.5m views. Twitter estimated this was 22 per cent higher than the automotive average.
One issue with Twitter is that tweets are often not really there. If somebody is following 800 people then you are going to have to catch them pretty quickly if you want them to see your message.
As a result, if you’re going organic, you really have to send out the tweet a number of times. Or understand exactly when is the best time to catch your average user.
Still Twitter is one of the mainstays in terms of pushing out content. A lot of people use it, it is easy to target, you know your tweet will end up in somebody’s timeline even if they don’t see it (unlike Facebook) and there is a certain amount of flexibility when it comes to Twitter Cards etc.
It just needs to find its place among the other social media titans.