Video is a powerful medium to share stories, evoke emotion and drive action. And Twitter is the second most popular social media platform with B2C marketers in North America, coming in just after Facebook. This is why Twitter has invested in products and tools that make it easier for advertisers to display Twitter video advertising to their target audience.
You can get super-specific and select a target audience based on locations, devices, and platforms. You can customize your audience even further based on keywords and behaviours.
Why Twitter Videos?
- 82% of Twitter users watch video content on Twitter
- Among people who use both Twitter and YouTube, 70% watched the videos they discovered on Twitter
- Twitter users are 25% more likely to discover a video first among their friends.
- 41% of users feel Twitter is a great place to discover videos
Types of Twitter Video Ads
There are 4 types of Twitter video ads that advertisers can make and invest in. They are – promoted video, video website cards, in-stream video ads, and sponsorships (UK and European brands only). I’ve also added a few video ad examples by different brands:
1. Promoted Video Ads
Promoted video ads appear natively in users’ timelines or feeds. You can only promote an existing video tweet, so you’ll have to publish your video ads as a tweet, and then promote it. These are auto-played on mute as the users scroll through their timeline or feeds.
You can build lookalike audiences that mirror those of other brands that attract the same kind of people you’re trying to reach!
Here is an example by NFL:
— NFL (@NFL) January 5, 2015
2. Twitter Video Website Cards
In October, Twitter unveiled a new ad format called the Video Website Card, which it describes as “a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action in the moment.”
Basically, the ad will start out as a video (auto-played) with a headline you can customise. It then opens up to a larger video and website preview, and ultimately directs you to the advertiser’s chosen website when you click it.
These campaigns can be optimized for different goals, whether that’s video views, website clicks or awareness. Here is an example by Bank of America:
It’s nice to be alerted when something’s a little off. Stay on top of things like unusual account activity.
— Bank of America Tips (@BofA_Tips) June 5, 2017
Twitter has been testing in-stream video ads in the UK since July by partnering with more than 260 publisher accounts. This includes Sky, ESPN, football clubs such as Manchester City and Arsenal, Global, Bauer Media, Huffington Post and Viacom, as well as global publishing partners such as Mashable, Bloomberg and Business Insider.
Here is an ad by GSuite:
All you need to do your best work, together in one package that works seamlessly from your computer, phone or tablet
— G Suite (@gsuite) August 1, 2017
4. Moment Sponsorships
Twitter’s Sponsorship program enables the UK and European brands to sponsor the best video content from their video content partners.
Recently, Twitter enabled Moment Sponsorships, allowing advertisers to sponsor Moments from premium content partners and reach audiences at scale. By working with premium publishers as part of an In-Stream Sponsorship, brands know exactly which partner they are working with, and can develop deep brand integrations within said partner’s content.
Twitter Moments are the “Stories”-like feature that includes a series of tweets, including images, GIFs and video.
Here is Bloomberg’s moment, sponsored by Bank of America.
What are some best practices?
Below are few practices that have been tried and tested by many brands from different industries. Consider them as a guide, and please note that you don’t have to follow everything religiously because after all you understand your target audience best.
1. Choose What to Promote
Twitter video ads are a great way to show off your products and services and create an awareness among your target audience.
You can make a video catalog for your products, like Android Wear:
— Wear OS by Google (@WearOSbyGoogle) February 2, 2018
You can also showcase the user experience by including screen recording and snapshots in your video ad.
Offer a visual experience that will put the viewer right in the spotlight, so you can easily convey how your product benefits them, and motivate them to take an action by clicking on the CTA.
2. Humanize Your Brand
Humanising your brand on Twitter is an evergreen best practice because it consistently drives engagement. Promoted videos featuring people, especially human faces, in their opening scenes drive up to 2X more consumers to view beyond the first few seconds of your video.
Have a look at Reebok’s video ad:
— Reebok (@Reebok) March 6, 2015
3. Experiment With Different Video Types
Choosing a type of video to use depends on your overall social media marketing goals. But some types of video ads tend to get more traction than others. Try experimenting with these videos:
• FAQ VIDEOS
Create videos that answer questions your users ask frequently. This will save you a lot of time since it’s easier to understand things when they’re shown to us visually.
• TESTIMONIAL VIDEOS
People love reading customer success stories and testimonials because they can connect to these stories. Highlight a job well-done by your customers as this allows other potential customers to see the chances of being successful with your brand.
• EDUCATIONAL VIDEOS
These are great for building brand awareness. Showing your followers how to solve a certain problem establishes you as a reliable authority in your niche.
Plus, people love “how to” content!
• STORY VIDEOS
Twitter users don’t want to feel like they are being sold. Instead, they want a story that draws them in. Create videos with a defined script–a clear beginning, middle, and end. Take consumers on a narrative journey and deliver a resolution.
Twitter reported that this type of content drove a particularly impressive 9% lift in purchase intent!
4. Make Text-Based Videos
Since video ads auto-play without sound, text has become a must-have element of a social video that you cannot afford to ignore.
You can use text to keep your viewer’s attention on the message you’re delivering. To get some tips on how to use text in your videos, you can refer to this article.
Rocketium enables marketers, bloggers and advertisers to make text-based videos and ads efficiently. If you’re interested, you can use RKTM10 to get a 10% discount for your first month in any of the plans.
5. Keep it Mobile Friendly
Nearly 90% of all video ads are viewed on a mobile device. I’d personally recommend you make videos in 2 orientations only: Square and Portrait.
These videos formats are the best for Twitter video ads as they take up the maximum real estate of your viewer’s screen.
Relevant hashtags make your video ad feel like a native tweet. This is particularly important, since most of us hesitate before sharing an ad, so make it feel as natural as possible!
7. Don’t Forget to Add a CTA
To get closer to the goal you’ve set for your video ads, strong CTAs are a must. Let’s say a user views your video and wants to sign up to use your services. If you don’t provide him a CTA, or if you add a non-relevant CTA (like, “Follow us” in a promo video), you’ll loose this highly interested user.
Twitter video ads are the perfect way to combine rising trends like mobile usage and the popularity of online videos to boost the impact of your digital ad campaigns.
Understanding the elements that go into a successful Twitter video ad and knowing how to replicate those best practices in your own ads is vital to driving revenue and reaching Twitter performance goals.