Twitter shares three crucial data-driven, and actionable best practices to help you maximize your video ads strategy on its platform.
People are consuming more video content than ever before – whether it’s to be educated, entertained, or just to discover new things. That’s why video is a great way for people to discover a brand’s content and message on any platform. This also applies to Twitter, and it’s one of the reasons why video advertising is taking off on the platform.
Video is currently Twitter’s fastest-growing advertising tool, with over 2 billion video views on the platform every day – that’s a 67% YoY growth! Videos are also leading people to take action, as video Tweets attract 10x more engagements than Tweets with no video, and Promoted Tweets with videos get a 50% better cost-per-engagement.
Tips to Maximize your Twitter Video Ads Strategy
To help brands use video advertising effectively, and maximize their video ads strategy on the platform, Twitter has summarized three actionable best practices below, that you can follow.
Keep it Short & Simple
In the current advertising landscape, it’s crucial to be able to break through the noise, stand out, and grab attention, so it’s always a great idea for branding to appear in the first few moments of a video. There is a 13% increase in breakthrough metrics when a message is conveyed within the first 3 seconds of a video.
How short? Well, ideally, videos should be kept at under 15 seconds to maximize their branding impact.
However, the same principle should apply to your Tweet copy, as a video doesn’t just speak for itself. Tweet copy should align with the content of a video, but it shouldn’t be over 100 characters in length.
According to Twitter’s research, breakthrough metrics are 5% higher for videos with a concise Tweet copy.
Related | How To Use Facebook Video Ads To ‘Warm Up’ Audiences
Include Product & People
A video’s content is also extremely important. Twitter says that “advertising creative is the #1 factor in driving sales and 47% of sales can be attributed to the creative.”
According to Twitter’s research, here are three key elements that should be included:
- Open the video with a product. A video that starts with a product leads to a 24% increase in positive interest and a 34% increase in click intent.
- Show the human connection. A video that shows a “positive human interaction or human desire for a product” brings a 40% increase in the overall response.
- Bring the brand back. A video that displays a brand for more than 50% of the time results in a 25% increase in aided brand recall, and a 21% increase in message recall.
Use Visual Cues
- Clearly position brand logo. Twitter recommends “a permanent placement in the upper-left or upper-right corner of the frame,” saying that “when videos contain clear logo placement, there is a 30% increase in unaided brand recall.” A dynamic logo will help draw attention to the brand or product, as it can lead to a 14% increase in unaided brand recall.
- Incorporate a sound-off strategy to make sure mobile viewers who are on-the-go will gain value. Also, it’s a good idea to use captions as they will drive a 28% longer view time.
You might also like
More from Twitter
Twitter Blue Subscribers Now Get Up To One Hour To Edit Their Tweets
Not only do Twitter Blue subscribers get to edit their tweets, but now they will have up to 60 minutes …
Twitter Adds Crowdsourced Fact Checks To Images
Twitter is adding its crowdsourced fact-checks to include images, after a fake image of an "explosion" near the Pentagon went …
Twitter Now Publicly Shows Who You Are Paying To Subscribe To
Twitter added a "Subscriptions" button to the user profile that lets anyone see who you are paying to subscribe to. Ever …
Twitter Blue Verified Subscribers Can Now Upload 2-Hour Videos
It probably still won't convince you to sign up, but Twitter Blue subscribers can now upload videos up to 2 …
Twitter Launches Encrypted DMs, But Only For Paid Subscribers
To send an encrypted DM on Twitter, you will need to be a Twitter Blue verified user, a verified organization, …
Twitter Now Lets You React To DMs With Any Emoji You Like
As announced by Musk, Twitter has introduced a new feature that lets you use any emoji to react to DMs. Until …
Twitter Is Purging Old Inactive Accounts
The purge of old and inactive Twitter accounts could free up many long-coveted usernames. Musk says Twitter will be removing accounts …
Is Twitter Working On A Cheaper Verification Plan For Organizations?
Twitter is reportedly working on a cheaper alternative for organizations to get verified on its platform. Currently, the only available …
Twitter Will Offer Free API Access For Public Announcement Accounts
Twitter announced it will revert to making its API free to use for accounts posting public announcements such as weather alerts, …
