Twitter has launched Promoted Video ads on its beta version and is also offering a new Cost Per View ad buying model to its advertisers.

The launch of the beta comes in the wake of the company's Twitter Amplify program that offers advertisers a new set of video tools used to upload and distribute videos on the social networking site.

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Brands that participate can see how effective and widespread its ads are with the new video analytics. Recorded data about videos include details such as the breakout of organic video views versus paid and the completion percentage of the clip.

The Twitter Video Card the network giant tested earlier in the year led to the Promoted Video advertisements. Twitter discovered that messages on its website that had a native Twitter clip create more views and engagements.

Twitter said the purpose of the new agreements with advertisers is to offer more videos on the timeline of its subscribers "to create a richer and more engaging Twitter." Tech website The Next Web doesn't buy the argument and says the agreement is a ploy of Twitter to increase its income.

The site suggests that if the true intention of Twitter is to bring more videos to its users, the social networking giant would test other options such as embedded video. The company should experiment to gather more users, rather than more advertisers, to post more video clips on its site, according to The Next Web.

Additional, but selected, verified users and content publishers are eligible to test Twitter's native video solution.

"Video is an incredible storytelling medium and we're thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and Promoted Video on Twitter," the company said.

Tagsadvertising, Video, Social network