How video is reshaping digital advertising

Liz Alton

By Liz Alton

March 11, 2019
Millennial Friends on Smart Phones

The number one reason people visit Twitter is to “discover something new and interesting.” With video, they can discover your content, brand, and message.*

Today’s audiences eagerly consume videos. People watch videos to find insightful talks, see entertaining outtakes, and get an inside look at what’s happening behind your account.

Video advertising is taking off on Twitter

Video is our fastest-growing advertising tool. There are over 2 billion video views on Twitter each day, which is 67% YoY growth according to Twitter internal data.

Those videos get people to take action — Tweets with video attracted 10x more engagements than Tweets without video. And Promoted Tweets with videos save more than 50% on cost-per-engagement.

Simply put, using video in your advertising campaigns can make them more affordable and increases audience engagement.

Understanding video ad types

There’s more than one way to promote your videos on Twitter. Here’s a quick overview:

Promoted Video: This lets you promote a video that you've shared on your Twitter account. The video autoplays when shown in a person’s timeline.

Video Website Cards: After watching your video, get your audience to take action. Video Website Cards drive mobile readers to your website. Choose for them to learn more, complete an action, or something else entirely. Video Website Cards deliver a 2x higher clickthrough-rate than standard mobile video ad benchmarks. And, our cards boost user retention more than 60%, because people are watching the video while the site loads.

In-Stream Video Ads: In-Stream videos are advertisements played at the beginning of a video from one of our 200+ content partners. Run pre-roll video content to align your brand with brand-safe, premium content — including highlights and other top video clips — that your customers are already watching.

What kinds of video are working well in Twitter Ads?

If you’re embarking on your first video advertising campaign, here are some tips to help make it a success:

Keep it mobile-friendly: 93% of video views happen on mobile, according to internal Twitter data. Make your content mobile-friendly by using closed captioning or subtitles in case viewers are watching with the sound off. Test your videos to make sure they look good on mobile devices.

Have a call-to-action: With certain advertising products, like Twitter’s Video Website Card, videos attract 2x higher click-through rates than mobile video ad benchmarks.*

Keep your Tweets short: Videos with minimal Tweet copy vs. longer Tweet copy have a 13% higher brand and message recall and overall view time.**

Ready to learn more about how videos could help you connect with audiences on Twitter?  Download “A getting started guide to advertising on Twitter” and launch your video campaign today.


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