Twitter video: Facts, stats and tips

Both the amount of video content and the performance of video content continues to increase on Twitter.

As Twitter themselves are only to happy to shout about.

We look at some of the latest facts, stats and tips around videos on Twitter:

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  • There are more than 2 billion video views on Twitter each day, growth of 67% year-on-year.

  • Tweets with video attract 10x the amount of engagement that tweets without video receive.

  • For those of you that undertake paid promotion on Twitter, video is helping to reduce costs. The cost-per-engagement is 50% lower for Promoted tweets with video.

  • 93% of Twitter videos are viewed on mobile devices. This has implications for two things:

    • they must work without sound, so with subtitles or on-screen messaging built into the video structure.

    • videos produced in a 1:1 square aspect ratio take up more screen space in the mobile Twitter feed and therefore stand a better chance of grabbing attention and stopping users from scrolling by. Additionally once the video starts playing there is less content on screen to distract the viewer, leading to a higher completion rate.

  • Our own research (soon to be published) into the way government departments are using Twitter, shows that videos 30 seconds and under receive greater levels of engagement than longer videos.

  • Twitter advises that you start your video with a ‘logo flash’ to make it clear who the video is by.

  • Twitter provides a ‘calendar’ of key events which ranges from International Women’s Day to the FA Cup Final, which you can download for free. There are also more detailed ‘key date’ resources available to help you with your planning, such as this awareness days calendar.

Nathan CoyneTwitter
By Nathan Coyne