Twitter Users Love Video - Especially On Mobile

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Developing having mobile first in mind could not be truer these days. With devices having bigger and bigger screens and users hooked on apps and localisation features and fast internet, it is only a matter of time to come across stats that would qualify this fact.

Also Read: Portrait of A Mobile Consumer

Twitter published a study, conducted with the help of Research Now, that shows the inevitable: video consumption on mobile is huge. In fact, 90% of Twitter video views happen on a mobile device. More over 82% of Twitter users watch video on the platform anyway. Could this signify a content transformation for the social network? Numbers say so!

Moreover, Twitter video is used in a different way than other platforms (read: Youtube). Twitter users don’t search for videoa, instead, video is a means of content and new accounts discovery, which is kind of a no brainer, given that Twitter is not a social network whose main functionality is search.

#Twitter fact of the day: 90% of Twitter video views happen on a mobile device.

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What type of content do Twitter users want to see? According the same research, users want to see more breaking news (64%), clips from live sports shows (54%) and clips from TV shows (50%). Moreover, users say they want to see more videos from three top sources: celebrities (45%), other users (40%) and brands (37%). Maybe, this last phrase could explain why the social network is approaching celebrities in order to persuade them to give up on Instagram and switch to its platform.

On other news, the research confirmed another fact that we all knew: Twitter videos drive engagement. More specifically, video shows greater overall engagement than third party videos shared on the platform: 2.5X replies, 2.8X Retweets and 1.9X Favorites.

Twitter videos show greater overall engagement than 3rd party videos : 2.5X replies

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Have a look at the research below and let us know your thoughts!