3 June 2020Blog
You’re on it often and it’s time you maximize it’s full potential. Let’s talk about Twitter while rebuilding your video marketing strategy. As we know, Twitter is all about engagement and conversations, so let’s apply an effective video formula to enhance that experience.
Understand The Algorithm
Before diving into video and how to utilize it with Twitter, first we I need to teach you about the way this platform functions. Why? Well it’s what’s going to help you facilitate your video campaigns.
How does it work?
Every social media platform has an algorithm that it lives by. Twitter’s algorithm relies on personalization (See also: Make Engagement Personal ) . Meaning, depending on what you engage with, it’s what you’ll see next time around as well. Twitter uses complex calculations based on what people have interacted with in the past, who also likes the thing you do, and a few others. Relevance, engagement and things of this nature.
Metrics to consider
As mentioned above, every algorithm has it’s special “something something” that it uses to determine their flow. Let’s take a look at some of the metrics Twitter has revealed it uses.
- Relevance – The keywords that were use in that specific tweet, and how often twitter users engage with posts that use similar type of keywords.
- Recency – Self explanatory, how recent was the tweet published.
- Media – The type of media your tweet uses (video, GIF, images, etc.)
- Engagement – How often do people engage with the tweet’s author. How many clicks, impressions, retweets a tweet gets.
- Additional factors – How many followers the specific account has and where the account’s location is, relative to other users.
The truth is, the Twitter algorithm is always changing and adapting to current trends. It’s always been like this, since the start of 2006. Stay on top of these changes as it could drastically change the way you approach your marketing strategy.
This time around, the algorithm is focused on Twitter Topics. Something that’s been introduced in 2019 and it gives users a new way to follow conversations.
That’s why it’s important you join the discussions by using topics. Find the relevant topics that make sense for your brand. Show everyone who you are and humanize your brand by being active in discussions. You’ve got nothing to lose here, and make sure it’s an authentic experience. This will give you a great chance to showcase everyone what you’re about and you’ll attract possible customers and viewers this way.
Just as with photos and images, video provides an engaging and eye-catching experience. This type of medium simply outperforms content that relies on text.
90% of Twitter video views happen on a mobile deviceSource: Twitter
There is a reason why businesses are utilizing video in general. It produces results, and it’s effective ( check this out: 7 Ways to Use Video to Increase Conversion Rate ) . We’re not going to go over the many ways in which you can use video to brighten up your marketing strategy, but believe me when I tell you, video is not something you should be neglecting at this point.
81% of businesses use video as a marketing tool — up from 63% over the last yearSource: Hubspot
Research has shown that videos placed in the Twitter feed, feel more organic and thus people respond to it. There are a few interesting reasons as to why people respond in such a positive way to video within the Twitter feed. Topical content is a huge factor for example. Your video will be far more likely to be viewed on Twitter.
Short but Sweet
You get a limit of 2:20 as far as videos go on Twitter. The thing is, that doesn’t necessarily mean that you should use ALL of that time for your videos. Twitter, is seen as a short span platform. What I mean by that is, the users are used to short updates, so try to adapt your videos to that frame of thought.
33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutesSource: Ad Age
The cool thing about this is, if you do make shorter videos ( 25-40 seconds should be good) it’ll force you to create content that has a goal in mind. What I mean by that is, you’ll need to get the message across in that time which will require you to act accordingly.
Engage your Audience
Don’t be shy when trying to garner any sense of engagement from your audience. Why not ask a question? Ask for feedback. Create a poll, anything to get the ball rolling!
Tweets with video attract 10x more engagements than Tweets without videoSource: Twitter
But that’s not all. Twitter is all about conversations, whether you’re starting or joining them. Make sure to engage in current trends and events by including video content that speaks to the given topic. Create experiences that are personal and in turn, your followers will be coming back for more! Creating brand loyalty and awareness ( Check out: Beefing up your Brand Awareness ) is something a lot of starting businesses struggle with, this would be a great start to getting on top of that.
Don’t forget the Tags
Gaining traction on Twitter is key as seen by the algorithm. Watch out for things that are currently trending. Remember, don’t get greedy. Twitter naturally recommends that you use no more than two hashtags per tweet.
Tweets with hashtags get 2x more engagementSource: Buffer
Additionally, you can also mention other twitter accounts that you might feel will contribute to the engagement of your current post. Pay attention to the relevance of your tweet and who you can mention to create a bigger buzz. Just be realistic about it, don’t tag Dwayne Johnson just because.
Here’s what you’ll need
Luckily for you, I’ve come prepared. You’ll need the tools to create video content that gets people engaged and excited about your brand. Videommerce gives you a chance to be the director in your video production studio. The catch is, you’ll be making quality video content in minutes and it’s completely free to start.
It’s intuitive, and it helps you get started right away. With hundreds of templates to choose from, you’ve got no excuses to start right away. Other features include the ability to make your content interactive, cool! If you do get a chance to sign up, let us know how the program is treating you, we welcome all feedback!
Pretty cool right? Video is huge, and it’s only getting bigger. Your main take from this should be that video gets more retweets in general. Why? Because it’s far more engaging than text and you can reach people on a personal level! It stands out in your feed.
Twitter is an extremely powerful marketing and social media tool. Everybody interprets it to their liking but if used properly, it will help you drive traffic, engage your audience in ways you didn’t think possible, grow your ROI and ultimately increase your sales. Adapt Twitter into your marketing strategy by using the tremendous power of video and the future will be looking bright for you my friend.