The top reason people visit Twitter is to "discover something new and interesting." Video allows audiences to engage with your content, brand, and message in dynamic ways.
Audiences are increasingly drawn to video content. They watch videos to gain insights, enjoy entertaining clips, and get a behind-the-scenes look at what’s happening on your account.
Video Advertising Is Growing on Twitter
Video has become Twitter's fastest-growing advertising tool. According to internal data, videos on the platform receive over 2 billion views every day, a 67% year-over-year increase.
Videos drive action – Tweets with video earn 10 times more engagements compared to those without video. Additionally, Video Ads reduce the cost-per-engagement by more than 50%.
In short, incorporating video into your advertising campaigns boosts audience engagement and makes campaigns more cost-effective.
Understanding Video Ad Formats
There are several ways to promote videos on Twitter. Here’s an overview of the options:
Video Ads
Promote a video you’ve posted on your Twitter account. These videos autoplay as they appear in users’ timelines, capturing attention quickly.
Video Ads with Website Buttons
Encourage viewers to take action after watching your video. These buttons direct mobile users to your website, allowing them to learn more or complete a specific action. To use this format, you’ll need a Website Card. Video Ads with Website Buttons deliver a clickthrough rate twice as high as standard mobile video ad benchmarks and improve user retention by over 60%, as viewers stay engaged while the site loads.
Amplify Pre-roll
Amplify Pre-roll ads are short videos played at the start of content from over 200 premium partners on Twitter. This format lets you align your brand with trusted, high-quality content, including highlights and popular video clips that your audience is already watching.
What Types of Videos Work Best for Twitter Ads?
If you’re launching your first video ad campaign, these tips can help you achieve better results:
Make It Mobile-Friendly
According to Twitter’s internal data, 93% of video views happen on mobile. Ensure your content is optimized for mobile devices. Use closed captions or subtitles so viewers can engage with the video even when the sound is off. Always test your videos to confirm they display well on mobile screens.
Include a Call-to-Action
Videos with Twitter’s Video Ads featuring Website Buttons achieve click-through rates twice as high as standard mobile video ad benchmarks. Use this format to drive viewers to take specific actions.
Keep Tweet Copy Brief
Tweets with shorter copy alongside videos have a 13% higher brand and message recall and greater overall view time compared to Tweets with longer copy. Focus on concise, impactful messaging to maximize engagement.
