Twitter, Facebook and Google Pivot to Maintain Relevance on Video

By Kimberlee Morrison Comment

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Twitter, Facebook and Google are all working toward offering more diverse video marketing solutions and more diversified revenue generation.

As reported in the Wall Street Journal, Twitter has been aggressively pitching advertisers, with plans to “sell ads within streams of tweets on other publishers’ apps and websites.” This move would see Twitter take its advertising to other app environments for the first time.

Additionally, Twitter is reportedly going to encourage users and advertisers to upload video content. This content will autoplay a six second preview, and be linked to other video content to encourage users to watch multiple videos at a time.

Sources told the Wall Street Journal, “Twitter will push forward a small preview of a related video, encouraging viewers to consume multiple clips in one session. This could work well for advertisers looking to tell serialized stories.”

Both of these ad moves could increase, and more importantly, diversify Twitter’s ad portfolio.

Facebook has also started expanding its video offerings, as Social Times recently reported. Facebook itself has been touting its video offerings, which has led some commentators to wonder if it could present the first real challenge to online video giant YouTube.

Google also hopes to expand its social and messaging options this year. According to a report from the Economic Times, Google is working on its own version of WhatsApp after losing a bidding war with Facebook. Google has also been beefing up Hangouts with new features from the recently acquired messaging app Emu.

Stagnation can be partly blamed for the declining popularity of Bebo and Myspace, and without occasional shifts in strategy the same fate could befall the current crop of popular services and social networks. Facebook has already been compared to AOL, which sounds like a death sentence. The company will need to continue evolving with its audience to avoid AOL’s fate.

Top image courtesy of Quka / Shutterstock.com.

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