How to Master Twitter Video Marketing

A person sits at a table filming a product demo.

There’s no denying that each social media platform is a busy place. With so many daily active users, it can be hard to stand out from the crowd. So, what are you to do when you want to differentiate yourself? How can you cultivate an online presence that attracts tons of people?

Well, you have to get creative with your content! And luckily, when it comes to Twitter, there are plenty of ways to diversify your content strategy. You can share written tweets, voice tweets, or go live on Spaces. But you can also take the plunge and dive into Twitter video marketing.

In this article, you’ll learn some helpful tips for mastering video content on Twitter. This way, you can experiment with different content formats. It’ll allow you to explore new ideas while seeing what resonates most with your audience.

How to Master Twitter Video Marketing

If you aren’t familiar with it, Twitter has a free resource known as Flight School. Inside Flight School, you’ll find plenty of educational resources for better using the platform. They’ve even developed a short program called #Unskippable, which is all about Twitter video marketing.

This post summarizes some tips from that eight-video course and offers additional advice.

1. Know What You’re Hoping to Achieve

Before diving headfirst into Twitter video marketing, it’s smart to decide what you want to achieve by creating and sharing video content on the platform. This way, you’ll be able to effectively measure the performance of your content. Then, you can make adjustments to your strategy as needed to get the ROI you desire.

So, what are your goals for your video content? To generate brand awareness? To boost engagement? Or do you want to increase sales for your products or services? Whatever it may be, knowing your goals allows you to create aligned content that will help you get what you want. Don’t just post videos without a strategy!

2. Grab Attention With Context and Location

First things first, you know your Twitter timeline is a busy place. There are tons of tweets being posted daily. Around 500 million, in fact! That means you need to be mindful when creating video content, as you’ll have to grab attention and keep it. Twitter suggests doing this at the start of your videos and throughout by using interesting context and location. This should then result in longer view times, better engagement, and excellent KPIs.

3. Consider What Will Resonate With Your Audience

No matter what kind of content you’re creating, you always want to think about your audience. What would they be interested in hearing you talk about? Are there any pain points you can address as a way to provide helpful solutions for them? This will help you brainstorm ideas so you can film videos that will hold their attention all the way through.

4. Choose the Right Size for Your Video

Part of mastering Twitter video marketing is getting the size just right. Each platform has its own optimal sizes for pictures and videos. And on Twitter, you have two recommended options. You can go for a 1×1 ratio or 16×9. So, how do you make the right choice?

Perfectly square videos (1×1) take up the most space in the feed. For this reason, they’re often preferred by content creators. However, that doesn’t mean 16×9 isn’t also a good move! Which one you choose really depends on the content of your video. You need to consider your overall real estate, as well as any additional elements you may include such as logo, captions, etc.

5. Find the Sweet Spot When it Comes to Video Length

Let’s face it. We tend to have short attention spans, especially when it comes to the world of social media. More often than not, we want to consume content quickly and be on our way. It’s often a struggle to keep videos short and sweet, while still getting the point across.

For that reason, you only want your Twitter videos to be as long as they truly need to be. That means you want to avoid going overboard. Otherwise, you’ll risk losing the attention of your audience. And when this happens, you’ll see your video completion rate decline.

Ultimately, you want to ensure your audience is spending their time in a worthwhile way. Give them exactly the content they need, no more and no less. Succinct is the way to go! And as you fine-tune your Twitter video marketing, you’ll begin to notice if there’s a certain video length that generates the best results for you.

But if there are times when you need longer videos, create a quick montage at the beginning of the video as a teaser for what’s to come. That will help to generate interest and intrigue.

6. Be Mindful of Your Video Layout

After reviewing some data, Twitter seems to have found there’s one video layout that performs above the rest. You’ll want to keep this in mind if you’re adding additional elements to your videos, such as logos and captions. The ideal layout has elements featured in the top left, center, and top right. How can you utilize this?

Well, you can include your logo in the top left corner to make it clear who the video is from. In the center, you might want to add information about who the video is for. Then, other relevant information can be included in the top right corner.

The reason this makes sense is that the majority of us speak languages where we read from left to right. This means, when scanning content, we often look to the top left, the center, and then to the top right. So, if your videos have extra elements, be mindful of where they’re placed!

7. Give People a Reason to Engage With You

One of the Twitter video marketing tips you should implement is to provide utility. Meaning, you want to share the why behind your content, product, or service. Communicating what’s in it for them, gives your viewers a reason to stick around.

You may even want to offer something exclusive for your Twitter followers for an extra layer of appeal. (Like a discount code, for example!)

8. Don’t Forget to Add Copy and Captions

Incorporating copy into your videos not only adds visual interest but also provides a way to highlight certain points you’re making. This is great for making your content more digestible for viewers. However, you can’t forget to add captions as well. Captions are essential for those who are hearing impaired or those who are watching without sound.

9. Check Performance Metrics Afterwards

After you’ve posted videos on Twitter, you’ll want to give it some time and then see how they’ve performed. Did they generate a lot of engagement? Was the completion rate high? You can use this information to improve any future videos you create for better results. Luckily, Twitter’s built-in analytics offer helpful insights into each individual video you share.