Last week Twitter launched the new video feature making it possible for users to easily capture and share videos without leaving the app.
The launch comes in a time where the social platform has been struggling to keep up with Facebook-owned and video-enabled Instagram. Furthermore, a new group direct message feature was added, which appears to be an invite for the mobile-focused millennials who seem to prefer group messaging apps such as WhatsApp (another Facebook property via acquisition) as well as Snapchat.
Video is the new black
The launch is also yet another indication of how video (independent of the platform) is the new black and the way you get and keep the attention of the users. A lot has changed since we wrote about video content in 2012, and today the format is integrated with the largest social platforms.
The rise of native video players on social networks is going to significantly change the way content marketers create and distribute video content.
In the short run, content marketers need to understand the technical details of changing native video features on Social Media in order to take full advantage of the considerable traffic these networks drive. As Facebook and Twitter gain more momentum into the video space, their success will likely have huge implications for the future of marketing, media, and content on a long-term basis.
As on Facebook Twitter’s tool will have an auto-play feature, but the service also let users create their own previews. As an example a brand can only use the first few seconds at the beginning of a video for the auto-play feature on Facebook, but on Twitter the six-second auto-play teasers can play in the beginning, the middle or by the end of a video. That six-second limit to the auto-play makes sense for Twitter, as it aligns with the five- to six-second model of their other video service: Vine. This customizable feature is perhaps the most interesting twist to Twitter’s native player, since it will allow content creators to be more flexible when structuring their videos. See more video instructions from Twitter here.
5 tips for video content
With an increased focus on video content, we have five tips for you to remember when producing your own videos:
1. Keeping your Tone of Voice in mind is even more important when posting a video.
2. Don’t create low budget commercials – use native videos to tell a story.
3. No one should be in doubt about the sender, but don’t overexpose your brand and logo.
4. Be relevant and localize your video content whenever possible.
5. Remember to Search Engine Optimise (SEO) and amplify with Paid.
Mindjumpers and video
At Mindjumpers we have helped to produce and advocated video content as part of clients’ content strategy for years, and we welcome the increased focus on this media format. It will be interesting to see, how the users are going to adopt the new Twitter video feature – and last but not least how brands will utilize the new native possibility.
If you want to dive more into the specifics, take a look at our “Why, Where and How” on Social Videos.