In our media-saturated culture, how do you get in front of a huge target audience at precisely the right moment? Whether you’re launching a new product, kicking off a new campaign, promoting a new film or TV show, or telling a brand story, you want to own that moment.
That’s the idea behind First View. Introduced one year ago, First View gives brands exclusive ownership of Twitter’s most valuable real estate – the top ad slot – for 24 hours, using the most popular form of content today, video. First View’s exclusive placement enables brands to achieve “Love at First View,” getting attention at the top of the timeline when users are at their most receptive.
Our research shows that a “Love at First View” moment drives positive sentiment, purchase intent, and brand and campaign awareness. For example, a First View video in the Twitter timeline generates a 22% uplift on average across all brand metrics, versus videos experienced deeper in the timeline.
First View has helped brands across a variety of verticals quickly achieve scale with compelling video creative. On average, First View can increase Tweet recall by more than 141%; campaign awareness by +58%; message association +29%; brand awareness +18%; and purchase intent +13% (based on Twitter research)⁴.
From cars to films and the tech market, First View has been part of a variety of campaigns this past year.
‎@Moto_USA sought an innovative way to showcase its one-of-a-kind Moto Z smartphone and demo how easy it is to add premium features with snap-on modules. So Motorola used First View, Promoted Trend, and a custom finger snap emoji to spread the word, which “allowed us unparalleled reach for our brand, as well as a great way to extend our brand message at scale,” explained Beth Reilly, head of Motorola’s global media and consumer engagement. The brand achieved a 3× lift in follows, 19× lift in daily average mentions, and 87.5M brand impressions.
To rapidly build widespread awareness of its new luxury vehicles XE and F-PACE, ‎@JaguarUSA created its ‎#UnleashTheCats Promoted Trend and First View campaign. The campaign achieved a view rate 22% higher than the automotive average, garnered 4.5M video views, delivered a 36% increase in positive brand sentiment, and bumped up brand favourability by 12%. The use of Jaguar’s vehicle configuration program increased 2× as a result of the campaign, too.
For tips and advice on using First View for your next campaign, read part two: 3 ways to own the moment and achieve “Love at First View”.