Posted: 18 Jun 2019 Contributor: Therese Palmere
Your Effective Guide to Create a Twitter Video Strategy
Videos are engaging, fun and straightforward.
Videos are a favorite content medium across the internet, with 54% of consumers reporting they want to see more video content from brands and businesses they support. But videos aren’t only great from a viewer’s standpoint, business professionals also prefer video content as well. 87% of digital marketing professionals currently use video to promote their businesses, and 88% of them are happy with the ROI they see from their video marketing efforts on social media. With the digital landscape becoming more geared towards videos, this post will teach you how to create an effective Twitter video strategy with the best way to post a video on Twitter for your business.
Benefits of Using Video
Tweets with videos are six more likely to be retweeted than Tweets with just photos, and three times more likely to be retweeted than Tweets with GIFs. This means that when you publish a Tweet with a video it has a higher chance of getting more interactions and engagement than your other Tweets. In addition, Twitter is also the platform that users go to in order to discover new video. In fact, five times as many users discover new videos on Twitter as opposed to other sources across the internet. In other words, your Twitter content can potentially reach a whole new audience that you were never able to reach before.
Advertising Best Practices for Twitter
Before we dive into how to use video on Twitter, let’s go over some best practices that you should keep in mind when creating content for the platform. These best practices will act as an effective guide to social media video advertising and will show you how to craft your content for this platform.
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Know your Target Audience
The first best practice is to understand your target audience. Each social media channel has a different age presence. For Twitter, 40% of all U.S. adults who Tweet are between the ages of 18 and 25. Remember that if you are posting content to this platform, this specific age range will be a majority of your audience. Think of the kind of language you want to use and the visuals that will attract and entice this demographic.
Twitter is sometimes known as the social platform where users go to rant, so you have to remember to be wary of being caught in the crossfire. Dunkin’ Donuts’ Vice President of Brand Stewardship, Drayton Martin, said earlier this year at the 2019 Trademark Association Meeting that “we don’t want to engage you in political conversation, we want to get you in and out of our store in seconds. It’s donuts & ice cream – just be happy.” When it comes to politics or social issues on Twitter, unless your company has an official stance on these topics, it’s better to take a page from Dunkin’ and just focus on your business’ products and services.
Creating a custom hashtag is easy. You can use your company’s name or create a cute and catchy slogan to go along with your marketing campaign. Then incorporate the tag into your Tweets each time you go to publish something pertaining to that campaign. Using a hashtag is the best way to post video on Twitter when you’re looking to increase brand awareness. Reese’s Cups uses the hashtag #NotSorry on its Twitter videos to show users that sinking into a little peanut butter chocolate flavor isn’t something to be ashamed about. These tags exist so users can interact and engage with your content on the platform while adding their own opinions or comments. Hashtags will also show users who are unfamiliar with your brand what your company is about and how the tag is used across Twitter when they go to click on it.
Make the Most of It
Unlike Instagram posts that have a life cycle of around 48 hours, the life cycle of a Tweet is less than 20 minutes. This means that the amount of engagement a Tweet receives will diminish the longer it’s been published. When it comes to creating content for Twitter, you want it to be as visually appealing as possible. For videos, this means bright colors and an attention grabbing first few seconds. For example, one of the best Twitter video ads that demonstrates this best practice is RXBAR’s new flavor announcement of Double Chocolate and Peanut Butter Chocolate bars.
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Engaging with other accounts is just as important as posting quality content! Twitter is a social media platform after all, so be social! When you post Tweets, tag other accounts in your industry and retweet their content. As social media etiquette goes, they will do the same for you when you publish your video. Airbnb does a great job of this by interacting and engaging with users who tag the hosting site on Twitter. The Tweets get organized into a thread that anyone can see and follow.
These Twitter video best practices for 2019 will help you create content that is specifically tailored to the site. These best practices will not only help you maintain the quality of your content, but also help your team work more efficiently.
Some of the Challenges of Video Content
One of the biggest challenges of using video content for brands is understanding how to balance video quality and budget. Not all businesses can afford to pay a top tier social media agency to shoot and edit their video content. Sometimes you have to sacrifice quality for what’s in the bank. But the good news is that most social videos don’t require a huge editing team and fancy equipment—all you need is a plan for what you want the video to be about and a good quality video phone!
Read More About: How to Create an Effective Video Content Distribution Strategy
Another challenge that marketers face is distribution. This is why understanding the best practices of a specific platform or channel that you plan to publish your video content on is key. The best practices for that channel will help you create the best possible video for that specific channel so your team can receive the best ROI. When it comes to your video strategy on Twitter, you can also promote your ads and choose an objective-based campaign. These campaigns will allow your to prioritize your KPIs on Twitter from followers, Tweet engagements, website clicks, and even app installs. Using these kind of objective-based methods will help you achieve the ROI you want on Twitter.
Twitter is an amazing social platform where users can discover new brands, rant about the subway system in their city, or even participate in viral social challenges. For brands, generating video content is a great way to show your silly side, announce your new products and celebrate your user base. It’s a social platform that allows brands to connect instantaneously with their users in a micro way that could potentially have macro effects. Let’s take a look at the key takeaways one more time:
- Videos get more engagement than any other content medium on Twitter
- Follow Twitter best practices to increase your team’s efficiency and maintain your content quality
- You don’t always have to sacrifice quality with a strict budget
- Leverage Twitter’s objective-based campaign options for your video content distribution strategy