Twitter is struggling to keep up the advertising money from its social media rivals like Facebook, Instagram and Snapchat. Twitter’s shares are down 24% so far in this year.
“Advertisers do have a lot of other options. Companies are experimenting with Instagram and Snapchat and maybe shifting some budget from Twitter, particularly in the case of Instagram,” said Debra Aho-Williamson, analyst at research group E-Marketer, “The idea of reaching millennials seems to be a feverish thing among advertisers.”
Twitter’s experiments with video streaming ads was a much necessary one as auto-play videos on other social platforms have paid off well. Also considering the real time nature of Twitter, live streaming videos can help.