Twitter is mounting a major comeback. It’s newfound dedication to video is bearing fruit for publishers, who have begun to see greater referral traffic coming from Twitter. Ongoing industry concerns about Facebook’s recent changes to its newsfeed and the failure of live video on Facebook has publishers considering how their strategies can expand. Many are looking to Twitter, and with good reason.
Twitter’s audience is young, global, and video-hungry
Video is extremely popular on Twitter. Tweets with videos get over 6x as many retweets as tweets with photos. And according to their own numbers, video views have grown 220% in the last 12 months. The vast majority of that viewing happens on mobile, where Twitter nabs a whopping 93% of all its video views.
Twitter may not boast the staggering one billion users of Facebook, but it’s 330 million active monthly users is impressive – and grew four percent over the last year. Of that active pool, 79% (261 million!) are international users. This doesn’t mean that Twitter lacks a foothold in the US – 21% of American adults use the network.
American millennials, aged 18 to 29, are especially invested in the platform: 36% of Americans in this age range use Twitter. Twitter identifies 80% of all its global users as “affluent millennials.” For publishers looking to build or grow connections with young, smart, global audiences, Twitter is the place to be. And the platform has made big strides in setting up video as a key way for publishers to communicate.
Twitter is focused on helping publishers promote a variety of video content
In January, Twitter rolled out the ability for brands to sponsor Moments on the platform. Moments are a series of tweets, typically including video, images, and classic text tweets, put together by key publishers. By allowing brands and publishers to partner up on sponsored Moments, Twitter is opening the door to new partnerships, revenue, and audiences for publishers.
It seems not that long ago that Facebook Live was heralded as the next big thing for social video, but unfortunately, its promise has dwindled in the eyes of many publishers. Twitter, however, has made some very successful forays into live video, with major publishers like Bloomberg streaming live events and hosting regular video streams on the platform.
For publishers pursuing live video on Twitter, the platform makes it simple to put the content to use even after the initial broadcast. Live videos can be cut into clips or edited down for re-sharing and used in monetization strategies. Twitter also gives publishers a lot of control over ad sales and the revenue process related to live video.
A new video-sharing tool is on the horizon
Part of Twitter’s push for more video content is a brand new, simplified video-sharing tool. Instead of the current process of tapping through several screens to record video, users will be able to access the in-app camera with a single swipe.
One more step...
For publishers covering live events or breaking news, the simplicity of the new tool encourages more in-the-moment video coverage. Naturally the simplified tool will prompt a lot more video content for users, giving a big boost to Twitter’s efforts to be more video-centric.
With more video content coming to the platform from publishers and users, and a lot of behind-the-scenes work to make Twitter more of a go-to for video, the platform is shaping up to be a crucial video outlet in 2018.
Twitter is actively trying to make itself more appealing to publishers and creators, with growing benefits, promotional options, and content control. Brands and publisher should pay attention to the evolution of video on Twitter this year, and consider how to effectively roll Twitter into their video strategies!