Nearly every social platform has a video strategy. Every video creator, whether a YouTube star, a video network or a brand marketer, needs to have a social strategy. And, if Epoxy founders Juan Bruce and Jason Ahmad have it their way, every social video platform will have Epoxy on its side, making the dissemination of video to any and every social portal instant and seamless for creators. Today, the multi-platform video socialization company adds Twitter’s native video player to its dashboard. Now, anyone with videos on YouTube can share directly into Twitter’s player, optimized for Twitter’s 30 second video limit.
Basically, any Epoxy user can cut quick previews and “trailers” structured to Twitter’s length limitations. This native video functionality has already been available to creators for Facebook, Vine and Instagram since 2014.
Epoxy was actually one of the first software and data companies to build a multi-platform offering for video creators, starting with its in-Facebook video app.
And the company was part of Twitter’s early beta group working closely with their product team to ensure Epoxy served creators as best possible based on Twitter’s native video specs.
News of Twitter’s imminent expansion into video came in late 2014. The social platform has been expanding its functionality beyond just 140 characters. “You’re seeing tweets come with photos, videos, Vines, GIFs, and Periscope, [which] is a huge opportunity in the future,” said Twitter’s product chief, Kevin Weil, in an interview with The Verge, adding that the “tweet” actually functions more as a caption to accompany the visuals.”
“We think its great that more and more 3rd party partners like Epoxy are helping creators manage their audiences across networks.” said Twitter’s Product Director, Head of TV & Video Baljeet Singh. “One of things I was saying at VidCon is that I believe this content will become more ubiquitous and less exclusive. Its companies like [Epoxy] that will enable that transition.
Epoxy launched in 2013 to service video creators, particularly YouTubers and their MCN, er, MPN’s in managing the socialization and conversation around video, regardless of where it travels on the interwebs. Currently over 40 YouTube networks are using the product.
As if looking into a crystal ball, Epoxy’s founders claim they knew the video trend would tip from single to multiplatform, which is why they built the product in the first place. “We’ve always believed in a multiplatform world and now with the shift from ‘channels’ to ‘networks’ we’re starting to see that trend come to life,” said Juan Bruce
And while the Epoxy team is quick to note they are not targeting brands or the creative agencies pumping out video, the tool has the looks of a content marketers sweetest dream.
“Epoxy’s focus is on serving creators and the networks they are a part of. We’re providing the software to the networks to enable their brand campaigns rather than working with the brands direct,” added Bruce. And then with our data we can track how the campaigns are doing across most video platforms. Now, when a brand is working with an MCN and the MCN is executing the campaign, they have the power of multi-platform sharing and analytics at their disposal.”