In Facebook’s Shadow, Twitter Cozies Up to Video Publishers With Reliable Cash
In a sea of social frenemies, some publishers are seeing Twitter as a friend — especially as the platform aggressively pushes into video.
Multiple publishers said Twitter has been promoting their videos through its Amplify program, which allows media companies and other content owners to run pre-rolls in front of their videos. More broadly, Amplify also lets partners pay to promote tweets and videos on the platform, though in some cases, it’s been Twitter itself that has been promoting the videos.
“As a publisher, I can spend money on promoting my tweets to drive views across a broader audience,” said Chris Pirrone, gm of USA Today Sports Media Group, which oversees USA Today Sports, For The Win, The Big Lead and other sports sites owned by Gannett. “Twitter is doing that themselves by taking some of our content and promoting it.”