Did you know that Twitter had enabled the auto playing of videos, gifs and Vine videos?
They recently announced that the roll out would be launched on iOS followed by Android.
What this means for you as a user is that when you see a video on twitter it will automatically play and it will be muted. If you click on the video you will be able to hear the sound.
Twitter commented in their blog post that during the autoplay tests they saw people engaging with videos in the new format at a much higher rate, and brand and publishing partners saw improved view rates which resulted in lower cost-per-views for marketers and increased video recall by consumers.
Their article also comments that:
– People were 2.5X more likely to prefer autoplay videos over other viewing methods (including click-to-play and video preview thumbnails)
– People have better video recall with autoplay with a 14% lift in video recall over other video formats
– For brands, during the autoplay tests they saw a 7x increase in completions of Promoted Videos.
In addition, Twitter stated that 90% of video views on Twitter occur on a mobile device and there is a 28% higher purchase intent for consumers exposed to branded video on Twitter.
As a marketer, there is no question that we should be using more native video on Twitter as part of our content plan. This might be sharing videos from YouTube or Vine or even uploading video content directly to Twitter. You can now upload video in landscape format directly to Twitter from your mobile device (the duration needs to be under 30 seconds).
You can see some examples here on my Twitter account including:
– using a personalised Twitter video to say thank you to people who engaged with me in an online event
– using a video to encourage people to watch the replay of a Periscope live stream
– using a video to show people how to change their settings for auto play of videos on Twitter.
However, as a consumer we need to be aware that the auto play feature is automatically turned on and the default setting is to have videos auto play on both mobile data and wifi. This could therefore be a drain on your data plan if you do not have unlimited data from your mobile provider.
Therefore you might want to take the time to review the settings on your phone – I have set mine to only play autoplay when on wifi. You can see in the GIF below how you can change the settings.
What plans do you have for using more video content on Twitter as part of your visual marketing?