If content is king, video is the crown jewel of the online world. Indeed, one million minutes of video will be shared online every second by 2021, According to Cisco. And by then, 82 percent of all internet traffic will be attributable to video.

Since it introduced video functionality, Twitter has become one of the most popular places people to watch, share, and talk about videos online. Since early 2016, tweets with video have increased by over 50 percent.

Here’s our guide to using Twitter video to grow and promote your brand.

1. Share real-time updates and events

Periscope lets anyone broadcast live video on Twitter. You could do this from a fun promotional event or just an average – yet interesting – day at the office.

Live videos should feel like a conversation between you and the viewer. For example, if you are a craft brewer you could broadcast the pouring and tasting of the first pint from a new batch of freshly-brewed beer.

You can also do live tutorials, broadcast keynote speeches, award presentations, and live-stream other events your audience might find interesting.

2. Educate and inform

Create a Twitter video to teach your audience something interesting about your brand or tell them something fascinating about the world. The secret is to be entertaining as well as informative, and captions are an excellent way to reinforce your messages without requiring your audience to listen to audio.

3. Host Q&A sessions

Offering your audience, the opportunity to ask questions directly via video, shakes up the Wizard-of-Oz-behind-the-curtain vibe and humanizes your brand. Twitter is an excellent place to host these sessions because of the millions of users engaging with the app at any given time.

You can even do a live Q&A.

4. Promote, advertise, and share teasers

Promoted Video on Twitter allows you to target specific, engaged consumers. With Twitter’s recent addition of auto-play, all videos automatically begin to play as users scroll through their timelines, encouraging interaction with the video by tap or click. If you are planning a live Twitter video event, use video teasers to promote it in the run-up to the big day.

5. Offer exclusive content and behind-the-scenes peeks

Offering a sneak peek is a great way to generate excitement for your brand. A video that stirs up emotion, fascinates, or leaves the viewer in awe can prompt your audience to share and return for more great content. Food Network Canada is one of many brands using video to both promote themselves and provide interesting and shareable content.

Bonus tips to engage more people with Twitter video!

  • Use a close-up or fast-moving opening shot to grab attention
  • Feature your logo at the start to drive brand association
  • Including people in the opening frames of a video has been shown to drive higher retention
  • Focus on telling a whole story
  • Utilize a ‘sound off’ strategy to maximize viewership

All the data suggests that video is an effective option for Twitter, with some unique elements specific to Twitter’s short format that you also need to keep in mind.

This quick listing should get you thinking about how you can use Twitter video in your strategy.

If you need further help to craft your winning video marketing strategy, use the form below to book your free consultation!

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