Today (Wednesday 21st June) marks one year since Twitter announced that users will be able to post videos up to 140 seconds long as opposed to the previous 30 second limit. Please find comment from Benjamin Potter, co-founder and Creative Director at CLICKON on how this has impacted content marketing for brands.
With YouTube being heavily saturated and multiple brands flocking to Facebook, Twitter introduced longer form videos a year ago today to both compete with the social media giants and to acknowledge that video was becoming increasingly central to real-time conversations.
Since Twitter introduced 140 second videos, brands have seen a huge increase in video impressions, with some reporting a spike of as high as 400% according to State of Mobile Advertising report by Opera Mediaworks. However, brands being given more video ‘face time’ with consumers on Twitter, doesn’t necessarily mean that content creation is becoming any easier.
The most engaged and passionate audiences want more than simply short form videos. Attention grabbing tactics that previously proved to be effective are in decline, it’s about quality. Having more time to play with means that brands need to deliver content that is compelling from start to finish or people will simply continue scrolling past it.”
By introducing 140 second videos, Twitter has successfully catered to people’s desire for compelling content, it will be interesting to see what Twitter’s next video innovation will be and how content marketers will react to this change.
co-founder & Creative Director