Twitter Creates Video Marketing Tool for Publishing Partners
Twitter made video marketing a little easier for its publisher partners this week with the release of Timing Is Everything, a tool that provides graphical feedback on when followers watch the most video.
Timing Is Everything is available to Twitter partners with a Media Studio account. When they have Media Studio open they can go to the Analytics dropdown menu, choose Insights, and see a graph showing the times their followers most often watch videos on Twitter. This doesn't show when followers watch that publisher's videos; just when they're watching videos in general.
That should help publishers release videos at the best times to capture some attention. The graph looks like the one above, with darker areas showing times with the highest level of activity.
In its product announcement, Twitter cautions that publishers should keep experimenting and releasing videos at various times. Doing so will maximize reach, it says. Don't only post at peak viewing times, but be sure posting at peak viewing times is part of the video marketing strategy.
"Is the most engaging time to post after hours or at a time when you won't be able to post yourself? No problem—it’s easy to reach your audience whenever you need to by scheduling tweets directly from the Insights page," Twitter said, highlighting another Media Studio feature.
News, entertainment, and sports brands want to work with Twitter to stream live niche programming to an engaged, lean-forward audience.
The short message platform has turned into a video powerhouse, generating revenue from video ads both in the U.S. and abroad.
While Twitter wants to learn a video lesson from Snapchat, walled garden Snapchat is learning to play nice with Twitter and Facebook.