How to Use Video Marketing on Twitter

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When it comes to video marketing, most people will think of platforms like Facebook and Instagram. Or the dedicated video platform that is YouTube. But video marketing on Twitter is also growing rapidly, and if your audience uses it, there’s a good chance that your video content can do well there.

Let’s take a look at the world of video marketing on Twitter.

Why use video marketing on Twitter?

Video is pretty new to Twitter compared to other platforms and to YouTube itself. But the growth is still impressive – the first year (2019) that it was really a thing, there were 1.2 billion video views on Twitter every day. That was double the year before when it was less of a focus.

Video on Twitter currently seen 10 times more engagement than other types of posts. Not only that, but it is a great format for ads – video is the fastest-growing ad option on the platform, and promoted videos save more than 50% on cost per engagement.

Video basics

To start with, you need to understand any limitations on the type and length of video you can upload. All platforms have their own rules, and Twitter is no different. Currently, they state:

• Videos must be no longer than 2 minutes and 20 seconds 
• Video format: MP4 or MOV
• Maximum file size: 512MB
• Minimum resolution: 32×32
• Maximum resolution: 1920×1200
• Aspect ratio: 1:2.39 – 2.39:1 inclusive

With 93% of Twitter use happening on mobile, it is also important that videos are mobile-friendly. Adding closed captions or subtitles can be another benefit as many people watch within the sound on.

How to add a video to Twitter

There are a few different options when it comes to adding video to Twitter. You can:

• Record a video and upload it directly from an Android or Apple phone
• Import a video in the same way you’d import a still image through the mobile app
• Add it to the desktop version of the site in the same way as a still image

Video ads

If you want to put some money behind your video content and extend its reach, Twitter offers video ads in a few different formats.

Promoted video is the simplest option and is a bit like boosting a post on Facebook. You can pay to have a video you have uploaded shown on a target audience’s timeline. The video will also autoplay when someone passes over it.

Video website cards are the same as normal website cards but feature a video. These are great to drive traffic to your website with a number of calls to action available, including ‘learn more’ or ‘sign up’.

In-stream video ads are ads that play at the beginning of a video from one of a core number of partners. Pre-roll video includes highlights and other clips your audience is watching and can grab their attention.

When creating video ads, tests show that short copy is more successful by around 13%. So let the video do the talking and keep the tweet that goes with it as minimal as possible.

Types of video to make

As with any platform, just because you can make a post doesn’t mean it will work for you. But if you are looking for some inspiration on the types of video to make and use on Twitter, here are some popular types.

Teasers

These work well for product launches or a special event, teasing out some information and prompting people to find out more. We’ve all fallen into watching trailers for movies and got excited about the release – well, you can make your own version.

Promotional video

Mixed with other content, there’s nothing wrong with straight-up promotional content on Twitter. Tell your audience about a new product, a feature, a bonus or even a sale that’s coming up.

Holiday-themed video

Holiday-themed videos are often popular, especially around Christmas. These don’t even have to be promotional but can be a way to connect with your audience through a short, themed video.

Thank you videos

These are a great way to say thanks, and you can even use these on Twitter in the right situations. It doesn’t work in all situations, but it can show the person behind the brand and make the person being thanked feel extra special.

Exclusive Twitter-only content

If you want to make your audience feel special, then creating content just for Twitter that isn’t available elsewhere will work well. You can tell people to check out the bonus tips, tricks or even a special promo code that’s only available on your Twitter feed.

Educational videos

Perhaps the most widely used type of video, educational content still works on Twitter if you can keep it within the shorter time frame. Or a tip from a blog that offers a quick problem solution, then direct them to the post for more.

User-generated content

Embrace social proof and ask for user-generated content from your followers, then use it. It boosts your account and engages your audience. Plus, you can repurpose it elsewhere on social media.

Twitter video experiments

While Twitter might not seem as obviously geared for video as Facebook or Instagram, there’s no reason not to experiment with it if you know your audience is there. And because people don’t use it as widely as other platforms, you can stand out with it.

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