With more than 145 million daily active users on the platform, Twitter is a must-use channel for marketers worldwide. That is particularly true for everyone catering to predominantly Americans since the overwhelming majority of Twitter’s active users are from the U.S.
As you can see from the chart above, 64 million users are from the USA alone, seconded only by Japan at 48 million. With such huge numbers in play here, it should come as no surprise why Twitter earned so much popularity among digital marketers.
But one particular advertising option has seen immense success. We are talking about video ads! Ever since Twitter launched promoted videos on its platform in 2014, businesses both big and small have been crazy about them. Twitter video advertising has proven to be one of the advertising methods with the best ROI on the platform and a potent way of increasing your reach and brand awareness.
So if you like what you hear and want to get a taste of what Twitter video marketing success feels like, you’re in the right place! We’ll help you learn the ropes of video advertising on this social media platform. Here’s what we’ll cover in brief:
Without further ado, let’s get to the matter at hand!
We’ve already briefly touched upon this, but let us take a more in-depth look into why Twitter is such an excellent social network of choice for video marketers.
Aside from the vast audience the platform has, there are many other benefits to marketing on Twitter. Here is some data from WordStream that proves that:
As you can see, Twitter is widely used by businesses worldwide as they are well-aware of the platform’s potential. Also, because of this social network’s exploratory nature, users engage with twitter ads more than they would on other social platforms. Because Twitter puts such high emphasis on discovery, brands have an easier time converting leads into paying customers.
OK, but how do videos fit into the equation here? Let’s take a look at some more data:
As it’s evident from the data above, not only are Twitter videos one of the favorite types of content on the platform but promoting them is highly cost-effective. Hopefully, that should be reason enough to convince you to get on board the Twitter video advertising train!
As fantastic as Twitter video ads are, there are some limitations to them. These mostly consist of Twitter’s video ad guidelines. According to them, here are some parameters your ads should follow:
Aside from these parameters, you also have varying pricing models for different types of Twitter video ads. You can find more info on them here. But now, let’s glance over the types of video advertising options you have on Twitter.
When it comes to Twitter video advertising, you have three options:
These four options leave plenty of room for brands to choose from depending on their needs and goals. So once you’ve determined which of these choices you’ll go for, you’ll need to make your video ad. But what should you do if it’s your first time making one? Don’t worry; we have prepared a few tips to help you create a successful video ad.
Short and sweet is always the way to go. Although longer video ads can be successful too, they’re much harder to pull off. We wouldn’t recommend going for ads longer than 15–30 seconds, particularly if you’re a beginner. Here are a few reasons short-form video ads are often the better choice:
Again, we’d recommend sticking to shorter video ads for the above reasons until you gain more experience. If you immediately try to make a longer Twitter video ad and it fails, you’ll lose much more than with a short-form ad.
Starting your videos is hard, we know, but making an engaging hook that will reel your audience in is essential to your ad’s success. So how do you do it?
Some of the easiest ways to compel your audience to stay and watch more are:
These are all surefire ways to captivate your audience, but if you want to get some concrete examples and more methods to hook your viewers, check our article on the most effective hooks for videos.
If you want your Twitter video advertising campaign to succeed, you must make sure your ads have a concise call to action. If they don’t, how do you expect your customers to convert? That’s right — you can’t.
We’d recommend you include a CTA at the end of your video and in the copy of your tweet. That way, you will almost guarantee it gets noticed. Oh, and don’t forget to make your call to action as specific as possible!
If you need some ideas for effective calls to action, you can find some in our article on the best CTAs for videos.
Did you know that 93% of Twitter videos get watched on mobile devices? That’s right! So if you don’t optimize your video ads for mobile, you will significantly hinder your campaign’s performance. But how do you do that? For starters, include captions and subtitles in your ads — you will need them if your viewers watch videos with the sound off. And don’t forget to test your videos to check whether they run smoothly on mobile!
Just like not every video ad will succeed, not every video type will generate engagement on Twitter. So if you are looking to use instream ads in particular, you will need to put them on videos with high engagement rates to get the most value for your money. Here are some types of video content your audience will love and that are bound to generate a lot of engagement:
With all the benefits of Twitter video advertising we’ve listed above, we think you’d be remiss not to utilize it to generate leads, enhance brand credibility, and up your brand awareness. With four different types of Twitter video ads, you’ll have plenty of options to meet your business needs. So don’t forget to follow the five best practices for Twitter videos to make the most of your marketing campaign! Best of luck to you!
Until next time!