Video content is quickly becoming the predominant medium through which brands connect with their customers. In fact, the video will account for 80% of all client-oriented content on the internet by 2021. When it comes to Twitter, in particular, video content has grown over 220 times regarding quantity.
The reason for this growth is somewhat straightforward. A video is much better at conveying a story than text is, providing viewers with both feeling and expression besides the actual words, themselves. With this in mind, it shouldn’t come as a surprise that over 81% of businesses use video as a marketing tool – which went up from 63% in 2017. Likewise, 65% of those who still don’t use video say that they will start to do so this year.
Below we will be looking at ways to incorporate video content into your Twitter marketing strategy.
As of last year, the microblogging platform has doubled its number of characters from 140 to 280. Besides text, users can also upload pictures, GIFs, and, of course, video. Twitter video posts get 2.5 times more replies, 1.9 times more favourites, and 2.8 times more retweets.
Native video on Twitter is the original way people record and upload on the social platform. These videos play automatically which means that viewers see them as they scroll through their feed. Native videos can be shot directly through Twitter or uploaded separately.
GIFs are another way businesses engage with their clients. Twitter has a built-in GIF search, allowing the user to search for their favourite GIFs without needing to save them in a separate folder. There is, of course, the possibility to create your own, or cutting a more extended video into GIF form and promoting it that way.
This is an in-app extension on Twitter that allows you to broadcast live video content. This extension is excellent for providing ‘behind-the-scenes’ moments or other events such as industry expos, product tutorials, or when you’re sending packages to your clients, etc. As this content is live, clients don’t expect it to be too polished, allowing for a greater dose of your brand’s personality to shine through.
Tips on Using Twitter Video Effectively.
Based on Twitter’s ephemeral nature, individual messages and video content will inevitably become buried in people’s feed. For this exact reason, it’s a good idea to repurpose existing content.
Another useful tip when creating video content for Twitter is to keep it short. On average, a typical video should be between 30 to 45 seconds long. Slightly longer videos are also okay as long as they will keep the viewer engaged.
Also, remember to grab people’s attention quickly with an eye-catching photo or line of text. If people don’t find the initial point of contact intriguing enough, they will scroll past your video without giving it a second thought.
Last but not least is the use of hashtags. These hashtags are a great way to get your videos the exposure they need by placing them in front of a wider audience and not just those who are already following your brand. Through finding the correct hashtags that relate to your business may require some trial-and-error, the process is definitely worth the hassle.
In short, Twitter is a powerful tool to market your brand to the masses. Using video content will further increase its effectiveness. Nevertheless, using professional services to create high-quality videos is a must, as viewers will automatically associate these videos with your brand and will respond to them accordingly.
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