Twitter is pushing ahead with its expanded feature set this month with the arrival of Auto Play Video in twitter feeds.
This is similar to what Facebook has already implemented on their service.
As pointed out over on BuzzFeed, Twitter is fast evolving into a multi content platform rather than the original ‘micro blogging’ site with 140 characters or less.
An interesting side note is that Twitter is ditching its 140 character limit for Direct Messages. It seems unlikely that the 140 character limit (a hold moved from the age of single SMS messages) will ever be lifted as it’s defined the platform and makes its unique.
Twitter’s Video Feature Roll Out
This new auto play video feature is not a surprising addition. Twitter wants to promote a content rich ecosystem that attracts and engages active users. Active users share create and share content – video is essential to this mix.
Auto Play Video – Friend or Foe?
The apparent benefits of auto play videos to marketing are fairly obvious. Having your promotional videos played to your target audience automatically would seem like a great idea. The more people who see your videos the more leads or sales.
It’s never that simple.
Auto Play Video takes the choice to watch a video away from the person browsing. It becomes interruption marketing.
People like choice and they don’t like being interrupted to be pitched at. This is one of the reasons that both Twitter and Facebook auto play videos are by default muted, until a user chooses to enable sound.
Video for Auto Play
The trick to making auto play video work for you in video marketing is to ensure that your video content is suitable for the platform. You want your content to engage not interrupt. What may have worked on YouTube or a Vlog on your website might not be impactful enough or might simply be unsuitable for the Twitter platform.
The average active Twitter user follows 208 other accounts. Globally there are an average of 500 million tweets made each day. This is a huge amount of content. With all those tweets people are going to scroll past if you don’t make an impact. Video is a great way to do this, but consider these pointers:
- Long intros are out – Who doesn’t love a cool logo intro sequence. But you’re on the clock, you need to get someone’s attention and hold it. Your Twitter avatar and handle shows who and where the video is coming from, so no need to waste time.
- Plan for no sound – Sound is muted by default so plan accordingly. That’s not to say don’t include sound – especially when if the video including someone in an interview setting. But consider using on screen titles and text for at least the beginning of the video – chances are if people want to see the whole video they will enable sound.
- Don’t beg people to hear you out – You see this on YouTube pre roll ads. “Please don’t skip the video” after 5 seconds. It sounds desperate. Not a confidence booster.
- Think ‘Short Form’ Content – Twitter is a place for short exchanges, not essays – the same applies to video content.
Next Steps for YOUR Auto Play Video
If you already have video content on other platforms it doesn’t mean starting from scratch when getting started with Twitter video. What it does mean is that you might want to take your existing content and rework it for Twitter.
If you’re starting from scratch with video or do indeed have existing content that needs reworking for Twitter or other platforms, talk to Workshop Media. We have a complete range of Video Production and Video Marketing Services.
We’re always happy to help and advise, get in touch today.