Snap, Meta, TikTok and Twitter used this week’s NewFronts to make announcements about their branded video opportunities.
Published: May 5, 2022
The major social media brands all presented this week at the IAB NewFronts, using the occasion to roll out new products and highlight ways that they can help brands connect with influencers and promote video content. Here’s what each had to share:
Snap announced a new partnership with Cameo, which has a network of celebrities who will create personalized video messages for a fee. Cameo will expand that work in the partnership, giving marketers a way to create customizable video ads on Snap featuring Cameo’s celebrities.
Brands that have signed up to try out the service include Kraft Velveeta, Topo Chico Hard Seltzer and Mattress Firm.
Snap also introduced a Snap Promote feature that will help content creators increase viewership for their posts through paid promotion.
Meta invited Wendy’s and several Instagram influencers to showcase its content and branded opportunities during its presentation.
The company noted that half the time people spend on Facebook and Instagram is on watching video and that 2 billion people watch videos on those platforms that can include in-stream ads.
Further, the company highlighted the effectiveness of its influencer network in driving sales and engagement.
As the youngest social media platform in the bunch, TikTok used its NewFronts presentation to unveil a new ad option for marketers eager to avail its popularity.
TikTok Pulse gives brands a way to ensure that their ads appear in the top 4% of all videos on the crowded platform. It’s also the first ad product that will include a revenue share with creators, who must have at least 100,000 followers to qualify for the program.
The program will encourage brands to utilize influencer marketing as a way of creating engaging content on the platform.
Twitter’s appearance at the NewFronts was slightly overshadowed by concerns about what Elon Musk’s ownership of the platform will mean for advertisers.
The company focused on its planned premium video offering and Twitter Amplifywhich Chief Customer Officer Sarah Personette said is “one of our fastest growing products over this past year.”
Twitter announced plans to continue work with Condé Nast, Vanity Fair and the Pitchfork Music Festival on live events, as well as with top publishers on content partnerships.
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