вЂњItвЂ™s a vanity metric,вЂќ said one ad agency insider who preferred to remain anonymous. Showing view counts, it adds, is вЂњa subtle way to encourage peopleВ to share more video to the service if they feel their content is beingВ widely seen.вЂќ But it wonвЂ™t be a big change for advertisers since, вЂњmost brands already haveВ access to specialized Twitter data thatВ provides them with view counts.вЂќ It notes that public displays of view counts may pressure brands and publishers to вЂњpay Twitter to promoteВ a video as an ad inВ order to boost its viewership and thereby the perception of itsВ popularity.вЂќДЄdAge reports that though showing view counts is вЂњa minorВ change to the platform вЂ¦ every tweak is part of theВ companyвЂ™s mission to make the service moreВ attractive for users.вЂќ View counts will вЂњnot show on livestreams or the special shows from media partners like BuzzFeed and Bloomberg.вЂќ In determining what is an organic versus a paid view, вЂњif a brand runs a video asВ both an organic tweet and a Promoted Video ad, Twitter willВ combine theВ respective organic and paid views into an overall view count that willВ appear on both the organic tweetВ and video ad.вЂќ Similarly, Instagram, Facebook and YouTube вЂњalso combine organic andВ paid views without delineating between theВ two.вЂќ Marketing Land reports that, вЂњTwitter counts a view onceВ the video has played for at least two seconds while at least 50В percentВ is in view, in accordance with the Media Rating CouncilвЂ™s videoВ viewability standard.вЂќ In contrast, Instagram and Facebook вЂњcount a viewВ three seconds after a video has played, and YouTube typically counts itВ once 30 seconds or half of a video has played, whichever comes first.вЂќ Twitter hopes for a similar response if their view counts are comparable. In 2014, when Facebook began publicly displaying view counts, brands and publishers saw that their videos had millions of views and thus increased the number of videos and video ads they ran. View counts will include videos that brands post organically and also run as ads, but not pre-roll ads. Twitter will begin to post how many views each video receives, a policy already enacted by Facebook, Instagram and YouTube.

Twitter video viewer