You might have heard about this before, but the video is the top and best performing content type across all social media platforms, especially on Twitter.
Researches prove that Tweets with video see 10x more engagement than those without video, on the other side, Promoted Tweets with videos save more than 50% on cost-per-engagement.
If you’re looking forward to creating video content, then you better do it. This week Twitter has published some new insights into exactly how you should look to utilize different video ad options to maximize campaign impact.
Speaking of the new video ad insights, as a part of a new study, in conjunction with MAGNA Global and IPG Media Lab, Twitter recently undertook broad-ranging research on its various video ad formats, looking at ad frequency, multi-format sequencing, exposure, and more.
Also, Twitter has published its findings in three parts, here is what the research shows:
On video format sequencing, Twitter found out that to get a maximum response for your video campaigns, brands should look to use its premium “First View” video promotion option as an initial option, then brands should use Amplify as well as Promoted Video to supplement the main message.
Regarding this matter, Twitter explains: “Given the premium attention-grabbing nature of First View, leveraging it as the first exposure leads to 25% higher fixation on the ad. While First View will equally deliver on its primary objective of driving awareness whether seen first or second, it’s 27% more cost-efficient at driving purchase intent than when other formats are used first.”
However, the First View campaign is not affordable to all brands, and that ensures that your ad is the first that your target audience sees on their home timeline when they sign in.
Additionally, Twitter says that the costs of First View campaigns can differ significantly, however, because of the prime placement, it is expected to pay a premium price.
According to the data, if you can afford the First View it will be the best option for maximizing your video campaign reach, moreover, it is also the best format for maximizing attention, as shown by eye-tracking tests.
According to Twitter: “When the ad is seen in the First View format, eyes are fixated on the video itself. In the Amplify and Promoted Video formats, people are absorbing additional information such as the account name, Tweet copy, and engagement metrics.”
Getting into further details about the new Twitter’s video ad insights, even though First View sees the most attention, according to Twitter’s latest report, Amplify and Promoted Video, also drive high levels of attention.
Twitter says: “When compared to the control, [both Amplify and Promoted Video] create memorable experiences (Amplify +33% aided ad recall, Promoted Video +59% aided ad recall), but each has their own strengths. Amplify spread awareness to a broad group of consumers, driving +8% new product awareness and +8% research intent. Promoted Video helps to increase positive brand opinions like +18% cultural association and +9% the perception that the ‘brand is good quality’.”
Let’s sum the video ad insights into the following: