Twitter's Video Ad Best Practices
Twitter recently released their September Updates, which included their best practices for video advertisements. If you haven’t heard, video content is king when it comes to advertising on any social channel - it’s cheap, engaging and provides retargeting segments to get those deeper funnel metrics down the road.
In a recent study, Twitter analyzed 3.7 million accounts and found that tweets with video delivered 10x more engagement compared to tweets without video. Plus, as we mentioned above, tweets with video were 50% more cost efficient at driving engagement, stretching ad budgets even further while still providing digital marketers with valuable data we can use for retargeting later on.
So, if you haven’t invested in video or tested out video tweets, check out Twitter’s Video Advertising Best Practices to get started.
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Save the hard sell for later
As the legendary copywriter Howard Gossage once wrote, "People don't read ads. They read what interests them and sometimes that's an ad." By the same token, people don’t come to Twitter to find ads. They come to find something interesting. Sometimes that can be your ad.
Seek out ways to make your video feel like an organic piece of content and relevant to the reason people go to Twitter. News, information, explainers, how-to videos, and comedy all play well on Twitter and should be the basis of your video content.
Experiment with video length
While 93% of video views on Twitter take place on mobile devices, that doesn’t mean people are in a hurry. While most of the videos we analyzed were shorter than 30 seconds, the videos that were 60-90 seconds long actually had the best engagement.* Don’t be afraid to experiment with the length of your video to see what works with your message and your audience.
Keep your Tweets short
No matter how long you make your video, keep the Tweet copy short. Videos with minimal Tweet copy had a 13% higher brand and message recall and overall view time compared to longer Tweet copy.*
Be mobile friendly
Since the vast majority of views take place on smartphones, plan your content accordingly. Use closed captioning or subtitles so your mobile video ads still deliver the message even if the viewer has the sound off. In addition, make sure your video is uploaded using the proper ratio size so it looks good in the feed.
Match your video to your purpose
Keep the purpose of your video in mind when selecting your video ad format. For brands looking to drive awareness, In-Stream Video Ads let you run an ad before a publisher’s video on Twitter. This ad format has been shown to increase ad recall by 70%, resulting in a 6% higher purchase intent compared to people who weren’t exposed to video ads.
On the other hand, a Video Website Card can drive conversions by using your video ad to immediately lead people to your landing page. The Video Website Card has been shown to attract a 2x higher clickthrough rate compared to the mobile video ad benchmark.
Download the Twitter Playbook for Agencies to learn why Twitter is the perfect video advertising platform for you and your clients.
*Twitter Internal Data