Online video is a content phenomenon, comprising 56 percent of consumer Internet bandwidth in 2012. Combine this with the fact that Americans spend more time on social media than any other online activity, and it becomes very obvious that brands and broadcasters must embrace social video integration. We have long encouraged our clients' efforts to share their video content socially and recently announced that we now support Twitter Video Card functionality as an out-of-the-box offering.
Brightcove customers simply share the "http://bcove.me/" shortened link to their Brightcove Video Cloud content from their Twitter handle and it automatically appears--and plays--within the Twitter Web interface or the Twitter mobile app. Because our Twitter Video Card support is integrated with Video Cloud Analytics and customers' existing advertising network relationships, it is easy for customers to quickly understand how their social video content is performing and to effectively monetize it.
Brightcove customers are also taking advantage of revenue-sharing opportunities with Twitter by using the video content in their Brightcove players to participate in the Twitter Amplify program, which was just announced last week. Through Amplify, both brands and broadcasters can reach consumers with targeted video content (be it advertising or entertainment).
A terrific example of a digital media brand taking advantage of video on social platforms is The Weather Channel/Weather.com. In the video below--filmed at Brightcove's user conference PLAY--Michael Finnerty, vice president of Web product for Weather.com, details how his organization has created original video content tied to exclusive advertising opportunities, created for the Web and then shared on Twitter. Finnerty specifically addresses Weather.com's work with The Home Depot to create video content highlighting home improvement "projects of the week" related to weather and the natural world.
We expect consumer demand for social video content to continue to grow, and we are excited to empower our customers to use social video to grow awareness and engagement for their key initiatives.
To learn more about our support for Twitter Video Card, please visit this link.