Twitter used Advertising Week to announce a new ad deal with CBS that means clips and highlights from 42 shows will be promoted across the social network this fall. Both Twitter and CBS will sell the new distribution to advertisers in packages that could also include TV.
Twitter's Glenn Brown visited Ad Age @ Advertising Week to explain how the joint venture will work.Reference: Advertising Week Video: Inside Twitter's Ad Deal With CBS.
If you're a small business owner, this major deal between Twitter and CBS may seem rather complex, out-of-reach, and thus irrelevant for you. But my takeaway from this deal may jog creative ideas that you can use.
Amplify is Twitter's advertising program, and what it does, using my commonplace parlance, is this: (a) It repurposes existing content, actually just clips of existing video content, of media companies, like CBS and ESPN; (b) ties it with video content of advertisers, like Ford and AT&T; and (c) actively promotes it on Twitter.
Amplify deploys its algorithms to target select users among the millions and millions on Twitter, based on users' data, such as following, tweets and profile.
A small business owner ought to have some videos that promote their products and services, and the takeaway is to repurpose clips of these videos, say, into another edited video, to promote them actively on social media. Besides Twitter, you have quite a host of options freely at your disposal, of course: from Google+, Facebook and LinkedIn, to Pinterest, Tumblr and Instagram. You can easily use tags to help your target audience find your promotional video posts.