The number of monthly active users on social media platforms around the world is expected to reach 3.02 billion by 2021. With people’s attention span reduced to 8 seconds, videos are the best bet for brands today for marketing. Also, it has been discovered that the retention of the message is higher, almost 95% when it is conveyed through a video, as compared to any other media. All major social media platforms are making efforts to optimize for video content. This is mainly because Internet traffic will largely be due to video by 2022. In this article, we will be discussing how you can leverage Twitter video marketing for your brand.
Why Twitter Video Marketing Makes Sense
Despite controversies, Twitter has managed to gather a monthly active user (MAU) base of around 330 million. This user base is a vast pool to be tapped into from a marketing perspective. Twitter has an attractive demographic with a majority of its users under the age of 50, which means you can reach out to millennials and professionals on the same platform. With the growth of video in marketing, brands have started to integrate Twitter into their video marketing strategy. But why should you consider Twitter video marketing?
Social media management platform, Buffer conducted a study on the reach of video compared to other photos, GIFs, etc. and found that video performs the best. The research was done on around 200+ posts. Also, Twitter video outperforms Facebook video by 38%. According to Forbes, 60% of a brand’s followers are likely to purchase from them after starting to follow them on Twitter.
Let us look at some exciting stats on videos on Twitter:
- Twitter video views have increased 220 times over the past one year.
- Tweets with videos are six times more likely to be retweeted than tweets with photos and three times more likely to be retweeted than tweets with GIFs.
- 93% of video views on Twitter take place on mobile.
- The main reason people make use of Twitter is to discover something exciting and new.
- Twitter videos increase purchase intent by 34%.
What’s more, it has recently been found that the engagements on Twitter ads are increasing, but the cost of ads is decreasing. Also, its vast user base and reach presents a huge potential for marketers. Here are some relevant reasons why Twitter video marketing is important for a business.
- Smartphone users can create, edit and share videos on Twitter easily.
- Native videos created by users play on Twitter feeds automatically. Native videos generate higher engagement.
- Twitter’s tool, Periscope provides an invaluable opportunity to host live videos. Live videos are a means of showing your authenticity and establishing trust in the minds of your audience.
- Twitter has a video player and doesn’t require any other app or software to play videos.
- Videos posted on Twitter can be embedded on other websites independently.
- Video length of 140 seconds provides the ideal engagement length for video content.
Still wondering how to plan your Twitter video marketing strategy? We’ve got you covered. Read on to find out how you can use videos on Twitter!
How to Use Twitter Videos to Engage with Consumers
🚀 Launching a product or service:
Introducing a new product or revamping one already in the market? If you are looking to introduce a new product or service, using a short video or going live using Periscope can be useful. Use short teaser videos in your tweets to build up the hype for the product. Show special features, highlight a unique quality to promote the product and spark curiosity. Periscope allows you to live stream a video from Twitter. Videos live-streamed via Periscope are automatically posted on the Twitter feed. Periscope creates a clickable link on the feed that allows the viewers to watch the video instantly.
— OnePlus (@oneplus) November 23, 2018
📝 Providing tutorials:
Using short tutorial videos that show how to go about using the product is an excellent way of improving the user experience. It helps customers become more comfortable with using the product.
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📢 Promote your brand:
Looking to reiterate what your company does and increase awareness? Explainer videos are a sure shot way to get your message across simply and interestingly. Funny GIFs are also useful to engage with your audience. A GIF is a 6-second video that loops automatically on Twitter. If there’s an event happening, consider going live with Periscope to record it and update your audience.
— Zendesk (@Zendesk) November 20, 2018
🗣 Use it to answer queries or respond to Tweets:
Answer your audience’s queries with a video or a GIF. It is more interactive and personal than using a 140-character tweet.
🙋♀️ Host Q&A sessions:
Considering that Twitter has a huge user base, hosting Question-Answer sessions can prove very useful for your brand. Consider going live with Periscope to host these sessions and interact with your audience. This gives them the opportunity to know all that they want about your brand and increases familiarity.
⏮ Go behind the scenes:
Take your audience through the development of a product or your employees’ experiences at the company. You could consider going live on Periscope while going behind the scenes.
Less than one month until #ZendeskRelate! The event is packed with 3 inspiring days of talks, training, and fun activities—all about #CX. Here’s a sneak peek: pic.twitter.com/fBu1kscxb9 — Zendesk Relate (@ZendeskRelate) October 19, 2018
🤳 User-generated content:
Encourage your customers to take a photo or video of them using your product and upload it on your page. User-generated content reassures other people who haven’t used your product and helps in increasing purchase intent.
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— dailyobjects.com (@daily_objects) November 26, 2018
💬 Direct Messages to beta testers:
Are you planning to introduce a new product soon? Consider sending short videos or GIFs about the product to your beta testers to make it more appealing to them.
📺 Video advertisements:
Ads are a great way to target a select audience and convey a message. Twitter ads can be uploaded in the form of sponsored tweets and accounts. Promoted tweets are tweets that a person can pay to show to people who don’t follow them. For video ads, choose your ad objective as ‘promoted video views’. Though video ads are not new and are conventional, Twitter video marketing is incomplete without it.
Compared to other social media platforms, Twitter is a fast-paced platform in the sense that tweets disappear very fast. It is not surprising that it has emerged as one of the top social media platforms today among B2B and B2C marketers. Furthermore, since the use of video is exploding today, it is vital that marketers leverage Twitter video marketing and grow their brand.
If you think we have missed out on any exciting ways brands can use videos on Twitter, do let us know in the comments below!