Video: How to Tap Into Twitter With Mobile-First Content
The Twitter feed moves fast. For marketers and other content creators hoping to leverage Twitter's unique possibilities for extending their brand's reach, the rapid-fire proliferation of video and other content on Twitter is both a blessing and a curse, making it simultaneously easy to beam your content around the world and hard to get it noticed among all the other content crowding users' feeds. In this excerpt from her Streaming Media East 2016 presentation, "Twitter Video: A Unique, Live Connection to Culture," Twitter's Nina Mishkin offers 3 key tips on how to grab viewers' attention in a fast-moving feed and reach the premium audience you're targeting.
Here is a full transcript of Mishkin's remarks in the video:
The question I'm often asked in my role at Twitter is, "Okay, so how do I make the most of it? What do I actually do with this?" We need to make content that people are going to want to see and that people are going to want to engage with. That's all content creators. Marketers, et cetera. People always talk about the shift to mobile. It's happened, we're there. It's all about creating mobile first content that people are going to want to engage with on their mobile phones. We saw that, right? We're all on our mobile phones, what? Twenty-four hours a day. Some people are on it now and this is what happens. This is our life. We need to create content that people want to consume in this environment. There have been 220 times the number of video views in the past 12 months than we saw in the year prior. That's faster growth than video on any other platform.
That's the opportunity. How do you reach the most premium audiences on our influential platform? How do you tap into the power of live and really make it yours? When you put content out there, how do you make sure that it reaches not just the intended user but also their entire sphere of influence to make sure that, that content can travel and that your brand content can work as hard as possible.
The difficulty becomes for marketers when they say, "Hey, but the feed moves fast. How do I capture peoples attention?" We've actually dug into a lot of our video content and come up with three tips about what can actually get people to stop in a feed and pay attention. The first is, create stopping power. How do you engage people in the feed? How do you get their thumbs to stop thumbing through?
The second, it's all about this live connection. Right? How do we connect live more? How do you use our products and services to be able to drive that connection deeper? Then finally, tapping into creators. There was an article that was out yesterday in Ad Week, just about the buying power of these influencers and the fact that they're able to make such an impact on purchase decisions. There's a huge opportunity to align your content with creators, with publishers, to be able to build out your impact and potential impressions.
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