Twitter Video Takes Flight
Twitter has come a long way since its humble beginnings. It’s evolved from a niche micro-blogging site to a cornerstone of the social media world and a key public communications platform. It seems everyone has a Twitter account. Twitter is poised take on YouTube and other video hosting networks and add native video support in 2015.
Will Twitter Video take flight?
What Do You Use Twitter For?
Many companies and organisations use Twitter as a valuable means of communicating with their audience and distributing content to them. For example this blog post will be shared via Twitter. Workshop Media and others use Twitter to share interesting content from other platforms – especially video from YouTube.
Twitter Video Taking Off in 2015
In an announcement last week Matt Boak, UK Entertainment Lead at Twitter outlined that there are a whole set of video features coming to Twitter in 2015. Specifically users and advertisers will be able to upload videos of up to 10 minutes directly to Twitter – at a quality comparable to YouTube and other major online video services.
Twitter videos will appear in feeds as ‘a native one click player unit’. So rather than rely on embedding links from video hosting services like YouTube and Video, in the near future Twitter will host the video for you.
Diversify or Die?
Cisco Systems has forecasted that video content will account for 79% of all internet traffic by 2018 – Up from 69% in 2013. Video is the killer content type and Social Media knows it. Native Video has been available on Facebook for a long while now. Facebook has gone to some effort to attract greater use of native video hosting with the introduction of view counts as well as related video content showcase in September 2014. A feature set similar to core YouTube features. This seems to have paid off in a big way for the Social Media giant.
Back in October 2014, Huffington Post described Facebook’s Video View Stats as ‘Incredible’ with over 1 Billion Views per day. In some arenas Facebook Video is outperforming YouTube content – as highlighted in the article, Facebook makes content very easy to share. The scope for video adds with these viewing numbers makes Native Video Support a very attractive proposition to any social network looking expand its feature set.
Twitter looks set to jump on this in a big way in 2015 with a direct rival to YouTube also in development as well as it’s ‘in feed’ video.
10 Minute Tweet
Twitter Video’s relatively short length limit is in keeping with Twitter’s continued restriction of 140 characters per tweet. This being a hold over from the platform’s early days when users would tweet via SMS text message on phones.
The length restriction is also a fair indication of the type of content that Twitter wants to encourage and attract. Adverts, Music Videos as well as Promotional Web Videos and video blogs will be well suited. Twitter is not looking to become a long format video hosting service – Like YouTube and DailyMotion.
Analytics are the Killer Feature
One of the main reasons why video content hosting on YouTube has been so popular is that YouTube analytic makes measuring the popularity or effectiveness of the content very easy by sharing from a single point.
As Twitter’s new video functions are targeted at advertisers as well as general users it seems a safe bet that there will be some sort of analytics tool set at launch.
To Tweet or Tube?
Expanded support for video is likely to increase the popularity of Twitter and create huge opportunities for advertisers and Twitter themselves through the use of sponsored Video Tweets.
If you don’t already regularly post original video but use Twitter then this new video support will be a great opportunity to jump onboard with the most popular content type.
Video is the killer content type online, anything that Twitter can do to make the inclusion of video easier is likely to be a success.
With YouTube continuing to dominate free web video hosting and Facebook quickly cornering ‘shareable video’ – the question is who it will be popular with – experienced content creators or new comers?