From the course: Social Media Video Strategy: Weekly Bites

Social media strategies: Twitter - Premiere Pro Tutorial

From the course: Social Media Video Strategy: Weekly Bites

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Social media strategies: Twitter

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- Let's talk about video on Twitter, and to do that, I first want to talk about what Twitter is and why it's different than other platforms. Twitter is, primarily, a listening platform. You follow your friends, yes, but you also follow celebrities, politicians, industry leaders, thought leaders, and other people who you're interested in hearing from. And of course all of that listening is based on very short bits of information and visuals. People spend most of their time very quickly scrolling through the feed. More than 90% of whom are on their phones. So catching your audience's attention can be difficult, and you've got to find ways to make your tweets count. Fortunately, video is highly visual, personal, informative, engaging, and fun. And tweets that use video generally drive far more engagement than non-video tweets. Twitter users tend to love video, and almost half prefer Twitter as a platform to discover new video content. So it's a great place to execute your creative video strategy. Not all video is the same, though. There's Twitter's native video feature which you can use to either record videos or use the live video feature. And then, of course, there's linking to outside videos from YouTube, Facebook, Vimeo, and the like. These are often quite different uses so let's talk about this. Native video on Twitter lets you blast through that 280 character limit allowing you to say so much more with less. Video also lets you set the tone. There can be a lot of emotion and context that's lost in a tweet, but when you're able to express yourself through video, the message is usually a lot clearer. Keep in mind, though, the most successful Twitter videos are around 45 seconds so keep things short. Some suggestions for using Twitter's native video option might be to reply to tweets if you want to create a more intimate connection with your audience. Video is immensely personal, and people eat up the notion of tweeting video rather than text. You can also generate video-based tweets to inform your followers about personal or company news. Offer a quick behind-the-scenes experience or hold a quick Q&A teaser with an industry expert. In terms of the live video functionality, you can live tweet with a greater sense of transparency by sharing real-time updates, hosting live events, holding live office hours, or conducting live interviews. If you're posting video links from outside sources, the possibilities are limitless, but it's usually good to use Twitter to target the shortest videos within your social media strategy. To review, here's our list of popular video categories, and here's the chart showing the stages of content consumption. Because of the quick bite nature of Twitter, it's a great tool for the awareness portion of this funnel. Those shorter, punchier, more well-produced videos can help build brand awareness, which is right in Twitter's wheelhouse. Another good use for Twitter is to post teasers for longer content. So if you've got longer videos for other parts of the consumption funnel, or even planned live events, make a 30 or 45-second teaser video for your Twitter followers and then link to the longer content so they can delve deeper. To create a successful Twitter video, here are some general recommendations. Create video with strong emotion. Emotional videos get more engagement. Use storytelling in your videos. Classic storytelling structure is attractive to audiences with limited attention spans and using that structure will make your videos more approachable and shareable. Include clear calls to action in your video. Your audience will respond better if there's something concrete that you're asking them to do. Incorporate user-generated content. Your followers love to be acknowledged so challenge your followers to submit their own videos and then find a way to collect them and share. You'll have built-in ambassadors for engagement. Needless to say, however you choose to use video in your social media strategy, it's usually a great idea to include quick consumption newsfeed tools like Twitter in your overall approach. So here are some courses in our library if you want to dig in deeper on using Twitter in your social media strategy.

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