Twitter Inc (NYSE:TWTR) is more effective than Facebook Inc (NASDAQ:FB) in promoting applications, John Borthwick, who is founder and CEO of Betaworks, said in a recent interview with Bloomberg’s Pimm Fox.
The comment about Twitter Inc (NYSE:TWTR) and Facebook Inc (NASDAQ:FB) comes as the executive was talking to Fox about reports that Twitter will be rolling out video advertisements soon. Betaworks was an early investor in Twitter and also has or had investments in Buzzfeed, Airbnb, Tumblr, TweetdDeck, Yo, Path and Kickstarter.
Fox queried Borthwick whether Twitter Inc (NYSE:TWTR) having video ads is good and is only a natural evolution of how the platform will transform. Borthwick said that he thinks it is inevitable for the company to roll out video ads.
“There’s a tremendous amount of video content that flows through the Twitter stream and it’s one click away. So, them adding in video ads makes total sense,” he said.
However, apart from only commenting about video ads on Twitter Inc (NYSE:TWTR), the CEO also divulged that in a particular project, Facebook Inc (NASDAQ:FB) was actually beaten by the smaller social network for promoting applications.
“I know that we have, over the last couple of months, […] been working with the Twitter team and [have]been experimenting in using the app installed ad platform which they launched perfectly about five weeks ago. We have been in beta with them for about eight weeks on it and we are getting phenomenal results from it in terms of our ability to be able to drive installs to particular apps. So, how that works is that if you have an app, you can use Twitter, similar to how you can use Facebook [to drive installs], but in our case we are finding that Twitter has actually been more effective than Facebook in promoting your app to customers who are looking at Twitter on their phone and then they can do one click to install that particular app. What makes Twitter more effective? I think Twitter has done a really good job of the targeting. They have done a really good job of the presentation of this ad unit and making it just interesting to users. And it’s [also]very easy to do the one-click install,” he explained.
Borthwick went on to say that it is still very early for this new method of promoting apps on Twitter Inc (NYSE:TWTR) and that inventory needs to be built up by the company. His comments come after recent remarks by other industry observers that the social network is making their ads more efficient.
Aside from talking about social networks such as Facebook Inc (NASDAQ:FB), Borthwick also talked about Betawork’s own investments, particularly Instapaper and data about reading times across content shared through social media. Watch his interview below.