If content is king, video is the crown jewel of the online world. Indeed, one million minutes of video can be shared online every second by 2021, According to Cisco. And by then, 82 percent of all internet traffic can be attributable to video.

Since it introduced video functionality, Twitter has become one of the most trendy places people to watch, distribute, and talk about videos online. Since early 2016, tweets with video have increased by over 50 percent.

Here’s our guide to using Twitter video to grow and promote your brand.

Why use Twitter video?

It’s easy to see why video content is so trendy. Video will engage, inform, entertain, and generally move people in a way other mediums struggle to.

From explainer videos to live streaming and brand stories, marketers have taken to video in a big way—and with great success. Wyzowl’s State of Video Marketing 2017 report found 79 percent of consumers now prefer video to text to learn about a product, and 84 percent have been converted into buyers through a brand video.

Our guide to social video and where it fits in your marketing plan provides more general video for company stats and advice. When it comes to Twitter marketing, there is a convincing case for building video into your plan. Here are five of the most compelling Twitter video stats for your next presentation:

Twitter video can continue to take off as the network develops new features for users and marketers.

Types of Twitter video

There are a few different methods to build and distribute Twitter videos.

Recorded video

Use the Twitter app to record videos through your phone camera, and then edit and distribute them from within the app.

Imported video

Import videos from your phone camera to the Twitter app.

Uploaded video

Upload videos to twitter.com.

Live-streamed Twitter video

Broadcast a live video to your followers using the mobile Twitter app.

Promoted videos

Twitter offers a range of video advertising options for companies looking to use video to target and engage with their customers on Twitter. Promoted videos show up in targeted users’ feeds and are labelled “Promoted.” With promoted videos, advertisers will choose between a few different format and placement options:

  • First View: Grab the most prominent real estate on Twitter—the top of the timeline ad slot—for 24 hours to really make a splash with your Twitter video.
  • Conversational video: Add campaign hashtags and call-to-action buttons to promoted videos to drive conversation and encourage sharing.
  • Instant Unlock Card: Combine conversational videos with a call-to-action that invites people to Tweet your promotional hashtag and message to unlock exclusive video content.
  • Video Website Card: Build a promoted video featuring an auto-playing video, headline, and a URL Twitter users will click to go to your website.
  • In-Stream Video Ads: Show a video ad before, after, or during other videos, including live-streamed video, to target people while they’re already viewing related video content.

Twitter video specs and requirements

Each Twitter video type has a its own specs and requirements. Here’s a recap of must-know Twitter video specs.

Twitter video length

  • 0.5 to 140 seconds.
  • Select advertisers will post promoted videos up to 10 minutes long.

Twitter video file format

  • Mobile: MP4 and MOV video formats.
  • Web: MP4 video format, with H264 format with AAC audio.

Twitter video file size

  • You will upload videos up to 15 MB (sync) / 512 MB (async) within the length limits.
  • Longer promoted videos should ideally be no more than 1GB for optimal performance.

Twitter video file resolution

  • Minimum: 32 x 32.
  • Maximum: 1280 x 1024.

Twitter video aspect ratio

Twitter video frame rate and bitrate

  • Maximum frame rate: 40 fps.
  • Maximum bitrate: 25 Mbps.

How to use Twitter video

From recording a quick video within the app to streaming a live event, here’s a quick guide to how to get started the various Twitter video types. You will even use Hootsuite to schedule tweets with video.

How to record and distribute a Twitter video from the mobile app

  1. Tap the Tweet icon.
  2. Tap the photo icon.
  3. Tap the video icon to access video mode.
  4. Hold down the record icon to record a video and release to stop recording.
  5. To add more to your video, press and hold the record icon again.
  6. Drag up video clips to delete part of your video, and edit their order by dragging and moving your video clips sideways.
  7. Tap Done when you’re happy with the video.
  8. Preview your video by tapping the play button, and do any final edits.
  9. Tap Tweet to distribute your video with a message.

How to import and distribute a Twitter video on mobile

  1. Tap the Tweet icon.
  2. Discover the video you want to distribute in your saved videos and select it.
  3. Edit the length by dragging the bar at the bottom.
  4. Tap Trim to finish your edits.
  5. Preview your video by tapping the play button, and do any final edits.
  6. Tap Tweet to distribute your video with a message.

How to upload and distribute a Twitter video from your desktop

  1. Click the Tweet button.
  2. Click Add media.
  3. Choose your video and click Open. Make sure it’s the right format.
  4. Edit the length of your selected video.
  5. Click Done to finish your edits.
  6. Click Tweet to distribute your video with a message.

How to build a live Twitter video from the mobile app

  1. Tap the compose icon.
  2. Tap the live video icon.
  3. End your live recording by swiping down and tapping End video.

How to upload and distribute a Twitter video using Hootsuite

  1. In the compose message box, click Attach media.
  2. Click Choose files to upload, select the video file and then click Open, or drag and drop a video file from your desktop.
  3. Click Post later to schedule a specific time or Autoschedule to let Hootsuite discover the perfect time to post your content.

How to build promoted videos

You will run Twitter video ad campaigns and promote your video content using Twitter advertisement.

There is a self-serve option, but some of the more advanced options require you to go through an advertising profile representative.

Twitter video tips and ideas for company

There are tons of methods to use Twitter video. You might tweet out videos your organization has built, retweet relevant video content your audience would discover valuable, or explore methods to distribute real-time video on Twitter.

We will’t turn you into Steven Spielberg, but here are a few ideas and some best practices to help you get the most from Twitter video.

8 methods to use Twitter video

1. Reply to tweets

Responding to tweets demonstrates that your profile is active and engaging with people, which may inspire new people to follow you.

Replying to a tweet with a video is a meaningful and innovative way to engage with your audience. A video gives you room to surprise, delight, and hopefully inspire retweets. This will be especially useful in a customer service context. Replying to a specific query with a how-to video or live video message is much more engaging than a generic message.

2. Host Q&A sessions

Offering your audience the opportunity to ask questions directly via video, shakes up the Wizard-of-Oz-behind-the-curtain vibe and humanizes your brand. Twitter is an excellent place to host these sessions because of the millions of users engaging with the app at any given time.
You will even do a live Q&A.

3. Distribute real-time updates and events

Periscope lets anyone broadcast live video on Twitter. You could do this from a fun promotional event or just an average—yet interesting—day at the office.

Live videos should feel like a conversation between you and the viewer. For example, if you are a craft brewer you could broadcast the pouring and tasting of the first pint from a new batch of freshly-brewed beer.

You will also do live tutorials, broadcast keynote speeches, award presentations, and live-stream other events your audience might discover interesting.

4. Educate and inform

Build a Twitter video to teach your audience something interesting about your brand or tell them something fascinating about the world. The secret is to be entertaining as well as informative, and captions are an excellent way to reinforce your messages without requiring your audience to listen to audio.

General Electric is one of the most prolific Twitter video brands.

5. Promote, advertise, and distribute teasers

Promoted Video on Twitter allows you to target specific, engaged consumers. With Twitter’s recent addition of auto-play, all videos automatically start to play as users scroll through their timelines, encouraging interaction with the video by tap or click. If you are planning a live Twitter video event, use video teasers to promote it in the run-up to the big day.

6. Offer exclusive content and behind-the-scenes peeks

Offering a sneak peek is a brilliant way to generate excitement for your brand. A video that stirs up emotion, fascinates, or leaves the viewer in awe will prompt your audience to distribute and return for more great content. Food Network Canada is one of many brands using video to both promote themselves and provide interesting and shareable content.

7. Entertain

You will’t really go wrong if you build something truly entertaining. Old Spice went above and beyond with this hilarious video of a face painting robot. No doubt this video took time, effort, and creativity. Worth it? You decide.

And being entertaining will also be profitable, as Doritos UK proved with their video-heavy #BabyDragon Twitter campaign.

8. Collect and distribute user-generated content

People love to be recognized. Challenge your audience to submit fun videos around a brand-related theme and then reward them with replies and Retweets. A user-generated content campaign will take your social media marketing to the next level.

GoPro have an benefit in the video game for obvious reasons. Unsurprisingly, they make full use of user-generated video in their Twitter feed, which in turn encourages more people to tweet them with their own videos. Getting other people to build your content is a winning strategy on many levels.

7 methods to engage more people with Twitter video

1. Hook viewers in the first few seconds

You need to grab people’s attention quickly, especially on Twitter where so much other content is competing for your audience’s attention. The good news is that often viewers only need one second to be able to recall a memorable video.

2. Cut up longer videos into bite-size chunks

You put so much effort into creating content, it makes sense to get the most value from it. Chop up longer videos into small, standalone vignettes or GIFs to provide more fresh content. Twitter users love sharing short content.

3. Put people front and center

People respond to people. Twitter found that viewer retention doubles when people appear in the first few frames of a video. Short, people-focused videos will also help tell your business story and introduce your people to your customers—helping to humanize your brand.

4. Don’t be afraid of branding your videos

Videos with prominent branding in the first few seconds get the most attention, and adding a logo increases purchasing intent by nine percent.

5. Use captions to reinforce your messages

News organizations in particular are becoming adept at creating short videos that tell a story well even if the sound is off. The BBC, for example, makes good use of this technique.

6. Go live

You will’t beat a live Twitter video to increase brand affinity. It’s a brilliant way to break down the barrier that often exists between customers and businesses.

7. Bring products to life

Video is the best way to bring products to life and show them in their natural habitat. Twitter video will help you sell products in a variety of methods—from different uses to how-to explainer videos.