Mexicans taking a look at their Twitter accounts this Monday will find a visual novelty on their timeline – a brief advertising video.
Welcome to First View, a new Twitter platform for advertisers that guarantees a brand’s promotional video the top spot on the user’s timeline for 24 hours.
According to Guilherme Ribenboim, vice president of Twitter for Latin America, the project “is not invasive, it is local advertising and has no negative effects on the user.”
In an interview, Ribenboim defended First View as a new marketing tool that allows users to “participate, retweet and make an advertising message go viral, a very important virtue for brands.”
AT&T in Mexico and Natura in Brazil have been the first companies to use it in Latin America, though according to Twitter the First View strategy will be expanded this year to every market in Latin America, beginning with Argentina, Colombia, Chile and Peru.
For Ribenboim, the new marketing product is one more step in the use of video on this social network.
“Day by day, Twitter is becoming the natural video platform. This is a mobile, flexible network, and content is consumed very quickly. We have made significant investments in this platform and we have new products like Vine and Periscope,” he said.
To make this audiovisual venture credible, Twitter recalls that in 2012 it launched Vine, an element that makes it easy to upload videos of up to 6 seconds to the network, and which are currently being viewed by more than 200 million people per month.
It also bought Periscope just a year ago, an app that allows the unlimited sharing of live videos from Twitter, and which in the last 12 months has picked up 10 million new accounts, has screened 110 videos a day and has generated some 200 million transmissions a day.