Create a video views campaign

Twitter Video makes your message memorable, shareable, replay-worthy, and drive the highest recall and emotional connection on any digital platform.

The video views campaign objective is the perfect way to maximize your videos' views, as your videos will auto-play within home timelines, encouraging interaction by tap or click. 

 

Setting up your video views campaign

  1. Log into your Twitter Ads account
  2. Click "Create campaign" in the top right corner of your Ads Manager
  3. Choose "Video views" from the list of campaign objectives
  4. You'll be brought to the "Details" tab the campaign setup form. Here you will name your campaign, choose your funding source, and set campaign dates and budget
  5. Next, you'll setup your first ad group. You can also set ad group start and end time
  6. Select the bid type you'd like to use in your campaign: 
    • Automatic bid: your bid will auto-optimize to get the best results at the lowest price (within your budget). Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform
    • Maximum bid: this type allows greater control over how much you pay per video view. In this bid type you can choose exactly how much you are willing to pay for a video view (your maximum bid), and your results will not be charged over this price. This bid type is helpful for experienced advertisers who know exactly how much they’re looking to pay per video view at scale.
  7. Select the bid unit you'd like to use in your campaign:
    • Per video view: A "video view" is when your video is watched in 50% view for 2 seconds or more, or when someone clicks to expand/unmute your video. This is an industry standard view.
    • Per 3s/100% video view: A "3s/100% video view" is when your video is watched in 100% view for 3 seconds or more, or when someone expands or unmutes your video.
    • Per 6s video view: A "6s video view" is when your video is watched at 50% view for 6 seconds or more, or when someone expands or unmutes your video. Retargeting on 6s video view is not yet available at this time.
  8. Select the audience you'd like your ads to serve to in the "Targeting" tab. Learn more about our targeting options
  9. Choose the Tweets you'd like in your campaign. You can also customize the Twitter locations you'd like your Tweets to serve on this step
  10. Review your final campaign setup on the "Review & Complete" tab. If you'd like to add additional ad groups to your campaign, you can do so here
  11. Launch your video views campaign!
 

Serving your video views campaign

Tweets in video views campaigns are served in a number of locations:

  • Home timelines. Video views campaigns may be visible within home timeline if an advertiser has promoted a Tweet that is relevant to that person.
  • Profiles and Tweet detail pages (optional). When someone you targeted visits a Twitter profile or Tweet detail pages, they may be eligible to be served your impression.
  • At the top of relevant search results pages on twitter.com (optional). Video views campaigns from our advertising partners are called out at the top of some search results pages on Twitter.com and through select ecosystem partners.

The first option is a required serving locations for video views campaigns, however you can customize whether you want your Tweets to appear in profiles, Tweet detail pages, and/or search results. 

 

Viewing your results

Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spend, results, cost per result, and result rate. Your "result" will be either video views, 3s/100% views, or 6s views, depending on what you chose during campaign setup.

video view is when your video is watched in 50% view for 2 seconds or more, or when someone clicks to expand/unmute your video. A 3s/100% view is when your video is watched in 100% view for 3 seconds or more, or when someone expands or unmutes your video. A 6s view is when your video is watched in 50% view for 6 seconds or more, or when someone expands or unmutes your video.

 

Frequently asked questions

Why should I run a video views campaign? 

Video is what's happening on Twitter. It's a perfect place to leave a lasting impression, as Tweets with videos are 6X more likely to be Retweeted than Tweets with images. People come to Twitter with a discovery mindset, and relevant fresh videos are the perfect way to catch their eye. Learn more about video on Twitter.

When should I run a video views campaign?

The video views objective is perfect for advertisers whose main success metric is video views. Are you looking to have as many people as possible view your great video content, while driving brand recall? This is the objective for you. Remember that video isn't just native video - you can use GIFs and live Periscopes in video views campaigns as well, allowing you to connect with customers in new media-rich ways. 

How much do video views campaigns cost?

Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive. 

When you run a video views campaign, you'll only be charged for the video views (either standard video view, 3s/100% view, or 6s view) you acquire from that campaign. Impressions that don't result in a video view are free.

The cost you pay per video view in your video views campaign will depend on the budget and bid you set for your campaign, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting in your campaign setup. More on Twitter Ads pricing.

Details:

When setting up your video views campaign, you can select between automatic or maximum bidding as your bid type. We suggest selecting the automatic bid option since this automatically bids on your behalf, maximizing your campaign's chance to serve. If you choose maximum bid when you set up your campaign and input your bid, think of your max bid as how much you're willing to pay per video view.

It's important to think carefully about the value each video view brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less.  However, if your bid is not competitive relative to other advertisers, your campaign may not serve.

In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, your campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day. 

What type of Tweets can I use in my video views campaign?

Your Tweet for your video views campaign must contain a video. Below are the choices for promotion in the video views objective, to create these cards you must first upload your video to your Twitter Ads account. 

To promote third-party video (such as YouTube videos), you will need to use another objective such as engagements. At this time, our video views objective is available exclusively for Twitter-hosted video that you upload to your ads account.

  • Promoted video of GIF within a Tweet (16:9 - rectangle)
  • Video Website Card
  • Video Conversational card (if you're a self-serve advertiser, please request this feature at ads.twitter.com/help)
  • Promoted video or GIF within a Tweet (1:1 - square)
  • Periscope video (if you're a self-serve advertiser, please request this feature at ads.twitter.com/help)
  • Media forward polls (not currently available for self-serve advertisers)

To create any of the above, you must first upload your video to your Twitter Ads account. 

To promote third-party video (such as YouTube videos), you will need to use another objective such as engagements. At this time, our video views objective is available exclusively for Twitter-hosted video that you upload to your ads account.

More questions on creating Tweets for your video views campaign? 

What is auto-play?

Autoplaying the video means that the content of the publisher’s video will be immediately shown to the user, but without audio. When your video is at least 1% in view it will begin auto-playing.

Keep in mind - we only charge in this campaign objective when someone views 2 seconds of playback in 50% view in the timeline, or a click to watch in fullscreen/unmute — whichever comes first. If you've chosen 3s/100% views, we'll charge when someone views 3 seconds of playback in 100% view in the timeline, or a click to watch in fullscreen/unmute - whichever comes first.

Do Promoted Videos loop?

All videos posted to Twitter that are 60 seconds or shorter will automatically loop. This also applies to all Promoted Videos.

 

 

Additional reading

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