Maximize Engagement with these Key Video Tips Shared by Twitter
This fact has been mentioned previously and it will be mentioned again as video is the best performing content type across all social media, according to Social Media Today.
Even Twitter is no exception as Tweets with videos have seen 10 times more engagement than Tweets without and even Promoted Tweets with videos save more than 50% on cost-per-engagement, according to research.
Now if brands can create video content, they should. This week Twitter has published its findings on video engagements in tweets and with its partnership with GroupM, Twitter is shining a light on new perspectives - how users on Twitter are responding to videos posted in the application, according to Social Media Today.
First of all Twitter noted that video engagement is rising overall.
"Consumers globally are spending 86% more time consuming digital video than in 2016," Twitter says. "On Twitter specifically, we’ve seen a 62% year-over-year increase in daily video views and a 72% year-over-year increase in watch time."
Twitter has provided data-backed tips and tricks in order to show brands how they can maximize their Twitter videos as well as maximize engagement with their content, according to Social Media Today.
- Keep it short and simple
Grabbing attention fast is the main key to stop users from scrolling past your post and through the Twitter feed, Twitter says.
"When a message is conveyed in the first 3 seconds of a video ad, there's a 13% increase in overall breakthrough metrics."
Brand videos should be 15 seconds or less in order to maximize its impact onto users while the accompanying tweet caption should also remain short - under 100 characters - in order to allow users to focus and help them towards the video content, according to Social Media Today.
- Include product and people
Brands should focus on opening their video ads with the product as the main focus and priority, Twitter says.
"When a video starts on a product, there's a 24% increase in positive interest and 34% increase in click intent."
Brands need to grab the user's attention quickly in order to help viewers connect to the product/s being showed within the video, according to Social Media Today. The video should show how the product is used for videos that portray "a positive human interaction or human desire for a product" have seen a 40% increase in overall response, says Twitter.
The key elements of effective Twitter video campaigns are product, usage, story and branding of course. For the first note of communicating via video is to present your key message upfront, according to Twitter.
"Displaying your brand for more than half of the video resulted in a 25% increase in aided brand recall and a 21% increase in message recall."
- Use visual cues
While Twitter says that overt branding is an effective method to improve engagement, Twitter also advises brands to consider placing their logo within the video frame so that users can make the association throughout the video.
"We recommend a permanent placement in the upper-left or upper-right corner of the frame. When videos contain clear logo placement, there is a 30% increase in unaided brand recall. Also, consider using a dynamic logo to draw attention to your brand or product as it can lead to a 14% increase in unaided brand recall."
Brands should also utilize the "sound-off" tool strategy in order to maximize the video's reach for many users who come across the video content will be on mobile devices and are more likely to not have access to sound, according to Social Media Today. Along with Twitter's advice the platform also notes that availability of captions on videos can drive an increase in view time by 28%.
These tips can help brands with effective branding in order to give their content a more professional look in order to communicate a form of quality and trust as well as reiterating their core message.
Twitter's list of video ad tips can be found here, so defninitely check it out.
What are your thoughts? Let us know in the comments below.