On Monday, Twitter announced a new content partnership with the National Football League (NFL). Though the NFL and Twitter have been partners since 2013, this new agreement will significantly boost the presence of NFL content on the platform. The new partnership will expand on the use of the Twitter Amplify program, and will include in-game highlights, breaking news and analysis, game recaps, infographics, behind-the-scenes content, and archival video:
Partners since 2013 through the Twitter Amplify program, NFL and Twitter will offer brands the opportunity to present official NFL content created specifically for the Twitter platform, on PCs, tablets, and mobile devices. The partnership breaks new ground in creative programming, improved video delivery, and brand integration with NFL content on Twitter.1
Beyond the actual NFL deal itself, this is a great example of how effective Twitter Amplify has become. In a nutshell, Twiter Amplify is the company’s main platform aimed at the two-screen experience. As the NFL is one of the largest providers of television and video content, it makes sense that they would partner with Twitter and utilize Amplify to provide auxiliary and supporting content. While there is an advertising component, Twitter Amplify is much more than just an advertising platform. Amplify has a three step process. Here is how the company lays out the proposition:
Step 1: Exciting content is broadcast on TV or other media channels
From sports to news to entertainment, every category has a highlight reel, and these highlights ignite conversations on Twitter.
Step 2: Real-time videos or photos are prepared for Twitter
The Twitter Amplify sponsorship includes a short, high-impact excerpt from the media partner’s content along with brand integrations, such as an ad pre-roll (up to 6 seconds).
Step 3: Sponsored premium content is delivered to targeted audiences
With Twitter Amplify, media partners and sponsors extend their reach far beyond just their organic followers.2
This is a unique proposition. The model is similar to YouTube’s pre-roll ads, but a bit different. A lot of this difference lies in the way that people use the two different services. While Twitter focuses on rapid, bite-size consumption, YouTube is not dictated by any size constraints. Further, YouTube is more of a primary source for content, whereas Twitter is more of an auxiliary service. Essentially, then, Twitter Amplify uses kind of a smaller, faster YouTube model. It provides users with short videos that supplement television events and programs, preceded by an advertisement, no longer than six seconds. And people are eating it up.
This partnership expansion could not have come at a better time for Twitter. The $TWTR stock has been floundering for the past few months and the company is struggling to expand beyond its already established user base. The NFL deal will absolutely lead to more users. According to TV By The Numbers, in 2014, the NFL reached a more than 202 million viewers, and averaged 17.6 million viewers per game telecast3
Here is a closer look at Twitter Amplify:
WATCH: New Twitter Amplify product video – what it is and how it works in less than 90 seconds. https://t.co/A34qmDGAaa
— Twitter Amplify (@TwitterAmplify) September 30, 2014
- NFL Communications, “National Football League and Twitter Announce Multiyear Strategic Partnership (PDF),” 10 August 2015 ▲
- Twitter for Business, “Twitter Amplify” ▲
- TV By The Numbers, “NFL 2014 TV Recap: 202 Million Viewers, Game Viewership Nearly Triples Broadcast Primetime,” 9 January 2015 ▲