Twitter Video Ads are an incredible way to tap into the power of our influential audience, connect to what's happening, and be a part of today's visually-driven digital world.
Consumers globally are spending 86% more time consuming digital video than in 20161. On Twitter specifically, we’ve seen a 62% year-over-year increase in daily video views and a 72% year-over-year increase in watch time2.
In fact, advertising creative is the #1 factor in driving sales and 47% of sales can be attributed to the creative3. Therefore, it's critical to optimize your content for mobile audiences. Twitter and GroupM set out to understand how different creative treatments impact video ad performance on the platform.
Here, we've summarized some of those findings into actionable tips to help you maximize your video advertising strategy and success on Twitter.
Keep it short and simple
In today's saturated advertising landscape, it's critical to stand out, grab attention quickly, and show branding in the first few moments. When a message is conveyed in the first 3 seconds of a video ad, there's a 13% increase in overall breakthrough metrics4.
Videos should also be kept at or under 15 seconds to maximize branding impact.
The same practices apply to your accompanying Tweet copy, as your video doesn't stand alone. Align your Tweet copy with the content of your video, and try to keep your copy under 100 characters. Overall breakthrough is 5% higher for videos with concise Tweet copy4.