Recently Twitter set out to understand how it’s users currently are consuming, discovering and engaging with video. The full results of the survey are available on their blog but here are the highlights from the audience in the U.S.
90% of Twitter video views happen on a mobile device
This number is staggering and you might wonder why. I mean, we all know video on mobile is huge. But many people are using Twitter during working hours and aren’t always working on their mobile devices, right? I think this number is skewed because many users of desktop Twitter apps such as Buffer, Tweetdeck or HootSuite, are filtering their feeds. They are using lists to limit the tweets and audience they are looking at and are also less likely to be “browsing” their full twitter stream. So they are less likely to be surfing aimlessly and clicking on a video.
37% want to see more videos from brands
This is great! More than a third of the Twitter users they surveyed are looking for more branded video. This is a huge opportunity for your brand to provide more “snackable” and shareable video content for people to interact with.
70% watch videos discovered in their timelines; not through search
This is interesting because it’s the absolute opposite of how people use YouTube. According to their findings, 63% say they always use search to find specific videos on YouTube. So the key takeaway here is people are going to YouTube to look for answers and specific content while on Twitter they’re browsing for interesting and compelling content they don’t already know about.
Native video drives more engagement than third party videos
According to their statistics, native video on Twitter delivers 2.5X replies, 2.8X Retweets and 1.9X Favorites. This is all part of the power struggle going on with these distribution channels like Twitter and Facebook and how they want to “own” the content to provide a better user experience. This is Twitter’s play to utilizing video to power its Promoted Tweets. Facebook gives priority and special features to native video uploads. Twitter is just giving special treatment to advertisers using native video content on its Promoted Video platform.
The key takeaway is if you’re promoting your video content on Twitter, it had better be that “snackable” video content that can pique the curiosity of the users browsing their Twitter feed on a mobile device. In the past year, Twitter has launched new products and tools such as Promoted Video, mobile video uploads and Periscope. Previous to this year, Twitter had acquired the short-form video sharing service Vine. So they are clearly betting big through development and acquisition that video is going to help fuel their growth. Twitter recognizes there are few better ways to tell a story and drive action for brands than through video.