Chances are Twitter isn’t the first thing that comes to mind when you think of video marketing. And that’s understandable: Twitter didn’t natively support video content years, and the early days of native support weren’t exactly glamorous.
Thankfully though, we’ve seen Twitter revamp some of its video features over the years, taking inspiration from its Vine acquisition, redesigning the platform, and ultimately updating the experience to give Twitter users a better experience.
As a result, more people are using Twitter video than ever. In fact, tweets with videos now get 10x more engagement than Tweets without, and 93% of those video tweets are viewed on mobile, making Twitter video more important than ever.
So if you want some of that sweet, sweet Twitter video engagement for your tweets, you’re in the right place. Because in this article, we’ll show you 5 awesome ways you can use Twitter video to increase your Twitter engagement.
For each of the methods we present here, we’ll give you an overview of the method, show you a great example, and discuss how you can implement the Twitter video method into your own tweets.
So without further ado, let’s dive in!
Teach your audience something new
Twitter video is a great way to teach your audience something new—for example, you can post things like tutorial videos, DIY walkthroughs, or a quick explainer on a topic related to your brand.
These types of Twitter videos are useful for two key reasons: 1) they’re sharable and 2) they you show your audience members that you truly care about their professional development, improving your brand image in the process.
Our favorite example of educational video
Treat someone special to this amazing salmon dinner! pic.twitter.com/ncR5DnLoiQ— Tasty (@tasty) July 3, 2019
One of our favorite examples of educational Twitter video content is @Tasty. This iconic brand built its social media presence around creating short and digestible cooking videos that show its audience members how to cook awesome meals, and its videos don't disappoint.
Tasty switches up its videos content by posting a mixture of single-meal videos and recipe roundups. The videos have no audio, but are instead dubbed over with explainer text, making it easy for mobile viewers to watch without needing to grab a pair of headphones.
How to implement educational video in your Twitter feed
Making an educational video doesn’t have to be hard. Just record yourself (or your computer screen), make some minor edits, and post it out to Twitter (and any other social networks you’d like to post to).
However, there are a couple of special things to keep in mind when creating an educational video. First off, make sure your video is short—while it may be tempting to post an in-depth tutorial, stick to short and easily digestible videos that can be watched in a minute or two.
Further—like in our Tasty example above—focus on silent videos that are dubbed over with text. This makes it easier to read on mobile, in turn making your content more sharable and accessible for people on all devices.
Simple, eye-catching lifestyle videos showcase your product
As the saying goes: simplicity is key.
So if you don’t have a ton of time to create in-depth video, there’s no need to be afraid of posting super-short, product-centric videos like short animations, stop-motion, and product glamor videos.
These types of videos do well because they’re eye-catching and—generally—very short. They don’t require too much commitment from the viewer, instead offering great engagement numbers because of how digestible they are.
One of our favorite ways to implement these types of videos is through product lifestyle videos. In short, these videos simply show a product in use, letting your audience imagine the product in their own life and taking any guesswork out of making the purchase.
Our favorite example of simple, short-form video content
Lots of brands do a great job of posting short lifestyle videos, but there’s one that’s always stood out to us: RXBAR.
RXBAR is a Chicago-based health bar company with an awesome social media presence. It’s long embraced short-form Twitter video, posting product videos that show off it’s bars and the ingredients that they contain.
Our favorite RXBAR video is embedded above—here, we see a stop-motion look at what's in the peanut butter flavored RXBAR. This increases consumer’s trust in the product through ingredient transparency, something super important for health-focused companies.
Plus, this also acts as a lifestyle video. The video shows an RX Bar in action, encouraging consumers to buy one the next time they see one at the convenience store or coffee shop.
How to implement short-form product videos in your Twitter feed
Any brand can take advantage of product and lifestyle videos. If you’re on a limited time budget, you can simply take a video of someone using your product in a preferred setting. For example, if you run social media for a bike company, take video of someone riding your bike through traffic.
Of course, you can get fancier with product videos if you’d like. Take a cue from RX Bar’s book and try stop-motion, or try your hand at animation. Whatever you do though, make sure that your video is super high-quality and product-centric.
Additionally, include a call-to-action in the caption of each of these videos. Doing this will let viewers take direct action after seeing your video, mitigating the risk of your viewers dropping off after seeing your video.
Take your audience behind the scenes
Another awesome way you can use Twitter video for marketing is by taking your viewers behind-the-scenes at your company. For example, an office tour, event walkthrough, or an interview with someone in your brand’s c-suite.
Doing this gives your audience a better look at how you company is run, increasing transparency and—in turn—improving your brand image.
These videos are easy to create too. If you go the office or event tour route, partner with another employee to film a quick walkthrough. On the other hand, interviews can be a bit more complicated as you need to write questions and coordinate with a key employee.
Our favorite example of behind-the-scenes video content
Ever wondered what happens on the tracks after SkyTrain winds down for the evening? Here's a behind-the-scenes look! 🌃 pic.twitter.com/au8xWmLpvI— TransLink BC (@TransLink) June 28, 2019
TransLink BC—Vancouver’s public transportation system—frequently posts awesome behind-the-scenes content on Twitter. In these videos, we see TransLink interview maintenance employees, show how trains are cleaned, and even discuss how to replace a piece of track.
We like these videos because they make an otherwise mundane topic interesting, and actually show its audience something new. After all, how else will Vancouver residents see how their transit system really works?
How to implement behind-the-scenes videos in your Twitter feed
Behind-the-scenes videos are some of the easiest Twitter videos to film and publish. Just pick a subject, and head out to the field to film it. You can but edit the video if you’d like, but there’s no shame in keeping the video uncut for a more natural feel.
Host an influencer interview
Influencer interviews are arguably the best way to increase your Twitter video reach.
This is because you get a share of your influencer’s trust when you partner with them. After all, your influencer’s audience already trusts them, and some of that trust will be passed on to you when you post the video to Twitter.
Even better, the influencer will likely share the interview to their Twitter feed after it's posted. This will directly increase the post’s reach, and serve your Twitter video content to people that wouldn’t have otherwise heard of your brand.
Our favorite example of influencer interviews
We sat down with @leeodden from @toprank talk B2B influencer marketing. One thing he broke down was how to approach the collaboration process depending on your brand and the style of influencer.— Rival IQ (@RivalIQ) June 10, 2019
Full interview here: https://t.co/VdCpGt8oZc pic.twitter.com/yUKXs3uyD6
Social media insights company Rival IQ frequently interviews influencers in its space. In these interviews, we see the interviewees discuss topics they’re familiar with, give insights into their work life, and break down new processes in the space.
We like these interviews because they’re well thought-out and always provide new and interesting insights to Rival IQ’s audience. Check out the embedded example above to see what we mean.
How to implement influencer interviews in your Twitter feed
The first step in creating an influencer interview for Twitter is to find an influencer. If you’re doing this for a smaller brand, we recommend working with a micro or nano influencer your first time around. These people will be more likely to take your interview and share your interview with their engaged audience.
You don’t need to restrict yourself to local influencers though. For example, don’t be afraid to perform these interviews over Skype and record them for Twitter—just make sure that the influencer you choose to work with is relevant in your industry
Take engagement a step further with Twitter Live video
Live video is all the rage on social media in 2019, and Twitter is no exception.
Twitter bought live streaming service Periscope in 2015, and has since integrated it right into its platform. Because of this, you can live stream right to your Twitter accounts from your smartphone, and immediately repost the recorded live feed to your feed.
This is a big deal because, well, live video is a big deal. Studies show that social media users much prefer watching live video—for instance, a recent study from Livestream shows that 80% of social media users would rather watch a live stream than read a blog post.
Our favorite example of Twitter live video
Be sure to catch us at 5:30 to hear about internships on Periscope! pic.twitter.com/QhNDxNh7Kt— JCUAdmission (@JCUAdmission) February 9, 2017
Lots of brands are putting out awesome Twitter live video content, but our favorite is from John Carrol University. The university frequently hosts live video events for its students, including things like internship fairs and admission Q&A’s.
Hosting these live events keeps students engaged, and shows perspective applicants that the university is with the times and has great resources for its student body. This is also extremely helpful for online students that may not be able to make it to campus for events.
How to implement Twitter live video in your Twitter feed
One of the easiest ways to implement Twitter live video is through behind-the-scenes content. If you decide to film an office tour or c-suite interview we discussed earlier, consider filming it as a live video first.
Obviously though, there are other ways to use Twitter live video too. For example, you can live stream webinars, podcast recordings, product announcements, and breaking news. But whatever you choose to do, make sure your content is well-planned to avoid any on-air mishaps.
Before going live, we recommend announcing your stream a day or two in advance. This will get people hyped up for your live event, and encourage people to share the announcement with their own audience.
In this article we showed you how to use Twitter video to increase your Twitter engagements. Use each of these video methods interchangeably, and you’ll without-a-doubt walk away with more engagements and conversions.
But now it’s your turn. Does your brand use Twitter video for marketing? Let us know in the comments box below.
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