Twitter has been one of the most popular social media platforms for many years. Millions of businesses are on the platform and actively use it to further their interests, including your competitors.
As a result, it’s not easy to differentiate yours and establish a solid presence on the platform.
So the question is: How do you make your business stand out and reach your target audience among the 300 million+ active Twitter users per month?
Some ways to do that include advertising, influencer outreach and tweeting on a regular basis. However, one of the most overlooked aspects of Twitter marketing is something built right into both the desktop and mobile apps – Twitter Video.
Twitter users love video, especially those on mobile. Research suggests that over 82% users watch video content on Twitter and videos get more engagement than other type of tweets.
With Twitter videos, you can connect with your audience on a much personal and deeper level. By telling stories around your brand and building a rich experience, you can make Twitter work for your company.
Posting Video On Twitter
Twitter allows you to make and share videos from within the platform. These videos stream directly in users’ feeds so it’s easy to watch. They don’t have to click some link to start watching the video.
You can either record videos from your phone using the Twitter mobile app, or upload a video via Twitter website or app. However, there are some specifications you need to keep in mind:
- There is a 140 second time limit on the videos you record or upload through Twitter.
- Videos on Twitter should be MOV or MP4 format.
- If you are uploading a video via Desktop, the maximum allowed file size is 512MB.
The 140 second time limit looks like a limitation but is actually better because it forces you to shorten your video – trim the fat and focus on the most important bits. Studies have shown that people are more likely to watch a short video to completion as compared to a long one.
In fact, if your video is longer than the allowed time limit, Twitter will ask you to edit the length using their in-built trimming tool.
To post a video from the Twitter app, just tap on the camera icon. Then select the video recording option, or pick a video file from your device. If you selected the recording option, hold the video button to start recording. As long as you are holding the button, the recording will continue, unless you exceed the time limit.
When you want to stop recording, just take your finger off the button. If you want another clip added to the same video, all you need to do is hold down the recording button again.
If you want to change the order of your clips, that’s also possible through simple drag and drop. To delete a clip from your video, tap and hold it, and then drag up towards deletion.
When you are done arranging the parts, you just need to tap done. Your video is now ready to share with your audience. However, it’s a must that you watch the preview of the video before tweeting it.
If something’s not right about the video, you need to find out as soon as possible because you won’t be able to go back to edit.
Twitter Video Marketing
Now that we have covered how Twitter video works, let’s see some ways to implement Twitter videos in your marketing strategy and grow your brand.
Behind The Scenes
Providing your audience a peek behind the curtains of your business is one of the best video marketing ideas. In addition, Twitter makes it really easy for you do so since you just need to hold down the record button in the app. Once the recording is done, just send out the tweet.
When sharing videos this way, you don’t have to worry about professional equipment or fancy lightning. Raw videos allow your to share the authenticity of your business and build a real connection.
If you want to build brand loyalty, transparency is vital. So you don’t have to be afraid to show your audience what happens in the background. It could be anything, from how to conduct meetings and answer phone calls to your product creation process and other aspects of your company.
Depending on what your business is and who the target audience are, your content calendar should have a healthy mix of inspiration, entertainment and information. And if your audience truly love valuable information, Twitter video is a great way to deliver it in a quick way.
I understand if 140 seconds don’t seem enough for covering a topic, but the time limit actually forces you to unleash your creativity and present your chosen topic in a simplified manner.
Even if a process takes hours to complete, you can capture it in a short video by quickly showing the most important steps. However, you will need another video editing software to edit your video in such a way, as the editing options within Twitter aren’t that many.
Questions & Answers
If you have a relatively well known brand and a good following on Twitter, chances are that there are lot of questions people are meaning to ask you. Using Twitter videos, you could host a QA session on the platform with long awaited clarifications and answers.
There are brands that host Twitter chats and QA sessions, but many aren’t using videos to their advantage. By conducting video sessions, you can spice things up and build a personal connection.
A great example of this is Twitter Gaming, who conducted a session with Geoff Keighley, a video game reporter. When users asked Geoff questions using the hashtag #AskGeoff, he replied to those users with video. The fans had a great experience asking and getting their questions answered, while the replies got hundreds retweets.
One of the greatest promotional strategies is to build up anticipation first, before you release a piece of content or product. The idea is to create buzz and get people talking.
These short teasers are great to launch products, books, events or anything you for which you want to build hype. Use the short time limit you have for the Twitter video to just show enough required to get people excited and no more.
Tweeting Video Replies
Replying through a video is a great way to make your reply personal and connect with a fellow tweeter. Your reply video will have a better impact than 140 characters of text, which is what most people do.
Video replies can make your response more engaging, unique and they also allow you to show a real person behind the brand.
The good news about video replies, and the thing I am willing to bet, is that none of your competitors are doing it as of now. So this is a great opportunity for you to get an edge over them.
So next time someone mentions your brand in a tweet, shares something with your account, or asks a question, try responding with a video. And see for yourself the kind of difference it makes.
Leverage What’s Trending
When you post a tweet on Twitter, most of the people who are likely to see it are those among your followers. But if your tweet is associated with a trending topic, it has the potential to be found by millions of users interested in that hashtag.
The best way to make your hashtag tweet stand out from the rest is to tweet a video, instead of just a text or image like everyone else does.
Here’s how do do this: Take a look at trending topics on Twitter, pick one which seems like a good candidate for creating an engaging video related to your niche, and then make a video around it.
Record Unusual Moments
Unbelievable things happen all around us everyday but we hardly notice it. Even if we do notice these moments, we do not capture them. But if you really want to to boost engagement with Twitter videos, that’s what you should be doing.
Spontaneous, interesting moments not only have the potential to go viral, but also get you lots of media exposure. A great example of this is when NYC scanner captured video of a cow running around Queens.
NYC: Video of a cow running around in Queens earlier today on 164 St and Jamaica Ave. pic.twitter.com/c5ONO8u4RR— NYC Scanner (@NYScanner) January 21, 2016
This video didn’t just get lot of likes and retweets but was cited in a number of news stories, after the news outlets got permission from NYC scanner.
Don’t Forget Analytics
As you begin to implement these ideas going forward, don’t forget to closely monitor data on audience engagement and activity. Keep an eye on what your audience is responding to the most.
There is always a Tweet Activity option below all your tweets, which can show you how many impressions, views and engagement your video got.
As evident from the success and growth of video based social apps, it is likely that video marketing will continue to grow. By becoming an early adopter of video marketing on social media, you can benefit from everything that it can offer.