Twitter unveils dozens of content contracts as part of its new targeted video strategy – Axios

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After a year of profitability, Twitter sees a way to keep its business focused on growth. The company announced Monday more than a dozen new content offerings focused on quality programming geared to the needs of existing and hyper-engaged Twitter communities, rather than in the wider recesses of the Internet.

Why it's important: The company hopes that more high-quality video programs, created exclusively for Twitter with trusted media partners, will attract advertisers to search for safer destinations for their brands on social media platforms for ad serving. video.

"If you like watching football, we want to make sure that it's the first thing you'll see when you open Twitter."

– Vice President of Product Twitter Sriram Krishnan

Between the lines: Over the past two years, Twitter has refocused its business model on video ads, the fastest growing platform ad format, which now accounts for more than 50% of revenue. Twitter attributes the growth of its video advertising revenue to an increase in the quality of programming.

Details: Twitter announced 13 new video offerings Monday at NewFront's annual presentation to Madison Avenue's advertising executives. The company has focused on quality media partners with whom it could work to create organized video content.

  • New: Univision and Twitter launch a content partnership for a Spanish-speaking audience in the US that will focus on information and sports and cover the 2020 elections. The company is also launching new partnerships with TIME and The Wall Street Journal. The Journal will feature "WSJ What's Now," a new corporate video franchise, while TIME will present exclusive video content for its annual TIME 100 event. Twitter also said it would continue its partnerships with BuzzFeed News and CNN.
  • Entertainment: Live Nation is launching a new series of concerts and festivals exclusively on Twitter starting this fall. The series will feature 10 10-week concerts with 10 world-class artists – bringing the power of live to millions of music fans. Twitter is also launching a new partnership with MTV's "Video Music Awards Stan Cam" to give fans the opportunity to create their live stream on the platform.
  • Sports: The company has announced new partnerships and up-to-date partnerships with the NFL and MLB. He is also launching a new show with "The Players & Tribune" for what he calls "the next generation of talk show". It has unveiled new partnership agreements with the NBA, MLB, PGA TOUR, FOX Sports, The Ringer and the Drone Racing League.

The big picture: This decision comes as social media companies evolve to create secure video destinations for their brands on their advertisers platforms. Facebook rolled out its premium video tab "Watch" in 2017, while Snapchat announced a redesign in 2017 that separated social communications from videos in its "Discover" section.

Yes, but: For Twitter, the focus will be more on quality and conservation than on the scale. As a result, it will not broadcast as much broadcasts and videos as a platform like Facebook, and the videos it will present will be aimed at a very specific audience that it knows wanting .

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