The NFL is expanding its position within Twitter’s Amplify program, looking to increase exclusive content and compliment its live, televised football games.
AdWeek has the scoop on the Twitter increase from NFL digital executives. The organization wants to continue working with Amplify to serve up even more video and other content to its highly engaged fan base.
While no numbers were given, insiders did speculate that the NFL could expand its live clips from Thursday games to include Sunday games, and to display clips in near-real-time.
Part of the reason why the NFL is so Twitter-friendly is that it is seeing great engagement through the network. Their video clips, for instance, earn 4.5 times more engagement than other Amplify partners, according to Vishal Shah, VP of NFL Digital.
Shah went on to say that up to 30 million users interact with the NFL via Twitter, and that their videos get a 5 percent view rate on average – which increases in the off-season.
In fact, the NFL is performing so well on Twitter that a source told AdWeek that sponsors like McDonald’s and Microsoft each paid seven figures to sponsor and promote one of their Amplify clips.
The NFL signed onto Twitter Amplify back in September, to display clips, content and other multimedia within their tweets. Other early partners in the Amplify program include BBC America, FOX, Fuse, The Weather Channel, A&E, Bloomberg TV, Clear Channel, Discovery, MLB, New York magazine, NCM, PGA Tour, The Audience, Time Inc., Vevo, Vice, Variety, and Warner Music Group.
(Football image via Shutterstock)