Dynamic Tweets: What to Know About Twitter Videos

By Martha Brown

The unlikely pairing of Congress and the Twitter app Periscope cemented live video’s growing influence on social media — and there’s no going back.

Some background: About 50 House Democrats staged a sit-in to protest the failure to pass gun control legislation. Gun control opponents attempted to draw public attention away from the sit- in, by recessing to shut down the C-SPAN television network. That backfired: C-SPAN still had control of the cameras, and directed viewers to Periscope which broadcasted the protest live. There was also a Facebook Live stream and individual representatives’ Snapchat accounts covering the often emotional event.

Video is clearly where it’s at to reach people on social media, and to do it a timely and dynamic way. What can brands learn from events like this one?

A Facebook executive predicted that its platform will be all video in 5 years. Whether that comes to pass or not, every social platform is rushing to roll out more video capabilities, including Twitter.

What to Know Now

  • Broadcasting live content from events will become major. The Twitter Beach at the Cannes Lions Awards was a perfect example of that, bringing a huge global audience to the event.
  • One timely trend is that videos are becoming longer. Twitter’s recent switch to 140 seconds (up from 30 seconds) makes the platform much more flexible and in line with the videos people actually want to produce. Attempts to cut down every video into tiny Twitter tidbits was a nightmare.
  • Major media companies and brands are already making big social video deals. An early example of that is Twitter’s $10 million deal to livestream NFL games. Twitter hopes to sell $50 million worth of ad space for these games, which will also be on television. If it works, it is poised to lead to a completely different media landscape.

In the Future

  • Brands that aren’t creating video content today will be behind the times. As social platforms adapt to grow their video capabilities, there are early adopters already in the loop, improving their offerings.
  • The “second screen” will be the first. Increasingly, viewers aren’t simply consuming content, and then Tweeting about it or learning more about it from other devices. They are accessing the content directly from their devices first.

Originally published at room214.com.

Martha Brown is an Account Supervisor at Room 214. She works with brands like Crock-Pot, Mr. Coffee, Western Union and Live Prepared to help fans engage with their brand and build brand loyalty. She is currently pursuing her Master’s Degree in Internet Marketing at the University of Denver.

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