Combine social media’s two great loves for your brand

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Claire Waddington, the Sydney-based Australia & NZ marketing & comms manager of APAC media intelligence company Isentia is on a mission to spread the Twitter message to brands in this part of the world …

Native video began on Twitter a year ago and has taken the Twittersphere by storm.

What does this mean? Watching videos on Twitter is now even easier for the user with fewer taps, and videos playing automatically. It’s working well for businesses by helping them get their messages across instantaneously.

Some recent stats out of the US Twitter blog suggest:

  • 82% of Twitter users watch video content on Twitter
  • 90% of Twitter video views are on mobile
  • Twitter users are 1.9x more likely to have uploaded a video online than the average US internet user
  • Native video on Twitter drives more engagement than 3rd party players by the following rates:
  • 2.5x more replies
  • 2.8x more retweets
  • 1.9x favourites

How you can best use it for your brand?
Connect by interacting with your audience and replying via Twitter video. Having your audience ‘see you’ makes you more human.

Share real time content with your viewers – be this related to your business or to the personalities behind the business. Viewers love feeling like they are getting an ‘inside look’.

Educate your fans by providing them with quick tips and tricks via video.

What might you be doing wrong?

  • Not Promoting – just like Facebook, Twitter video needs spend behind it for the most eyeballs to view it.
  • Focusing on desktop – 90%+ videos on Twitter are viewed on mobile, so it’s vital that you optimise your video content for mobile.
  • Boring the viewer – You must remember that you only have a few seconds to capture people’s attention as they are scrolling through their Twitter feed. Eye-catching content that coveys your message is critical.
  • Speaking of which, length is also important. We know that the average attention span is about 30 seconds,  so as per the above, it’s essential that you earn the viewers respect in those first few seconds and don’t keep them hanging too long – for fear they might drop off before you convey your message.

Some of our favourites
Air New Zealand are all over video in general but not just for Twitter #CrazyAboutRugby – the recent Rugby World Cup video talked about #Squad – very funny and very on trend.

Vodafone NZ. While this TVC was not created as standalone content for Twitter, it proves that short, sharp and engaging content can work across a variety of platforms – so long as it doesn’t alienate.  With over 37,000 views, you be the judge!

One from across the pond
Mission Australia. Over 62,000 Australian parents and children have been seeking homelessness help.  Mission Australia’s challenge is to help Australia notice our hidden homeless families.  To do this, Mission Australia filmed a series of 10 videos of a middle-class family who were ‘homeless’ for a week.

The campaign received a whopping 4.3m video views, shared over 10,000 times across social media and resulted in 65,000 click-throughs to the Notice Us donations page, further cementing the power of social media-led campaigns.

Claire Waddington
Claire Waddington is the Sydney-based marketing & communications manager at Isentia looking after the Australian and New Zealand market.

With data, reporting and accountability more important than ever, Waddington works closely with sales to ensure marketing is seen as a revenue generator not a cost centre. She is a marketing automation enthusiast with experience across both B2B and B2C environments in utilising developing technology to improve marketing processes and results.

Her marketing experience across brand, digital, social, events and advertising has led to expertise across all facets of the marketing mix.

Sheholds a Bachelor of Arts (BA Hons) in Design Management and currently serves on the marketing & communications advisory board for the PR Institute of Australia.

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