Mountain Dew Shows Brands How To Use Twitter’s New Autoplay Video

Mountain Dew became the first brand to play with the newly launched Twitter Autoplay videos

Twitter finally joins the lucrative video advertising market with the launch of autoplay videos on its platform. Twitter wrote on its blog that from now on enjoying video will become much more easier. “Now native videos, Vines and GIFs will begin to play back automatically. So you can keep up with the action without missing a Tweet and get a better sense of what’s been shared instantly.”

It isn’t surprising that Twitter has finally jumped the bandwagon of autoplay video after Google and Facebook. However Twitter states that the latest move to go for autoplay video comes from the changes the platform has been making since last year. “Over the past year we’ve made several changes to improve how you share, discover and watch videos, such as reducing the number of taps it takes to play a video, introducing a native mobile camera and bringing videos and Vines front and center in your timeline.”

Like Facebook, Twitter’s autoplay will be activated without audio when a video comes into view on the screen. The sound will be activated and the video will display in an expanded view if a user clicks or taps on a video. Additionally, if a user turns his or her device to a horizontal orientation, the audio will switch on and the video will expand to the full screen.

At the same time Twitter is also giving users the preference to revert to the previous click-to-play experience all the time or simply have videos autoplay only when a user is connected to wi-fi. “If you’re somewhere with high data rates or you have low bandwidth on your device, we’ll opt you out of autoplay to avoid unexpected charges or slow performance; so you’ll continue to see videos as click-to-play.”

The feature has been rolled out on iOS and web version, Android is in the “coming soon” mode as of now.

With this move Twitter is also adjusting the way it charges advertisers for video ads. Shifting from its previous practice of charging by the click, the company will charge for videos that are 100% in-view on a users device for at least three seconds. Twitter is also following the footsteps of Facebook when it comes to charging on views from advertisers.

Google’s YouTube, that counts a view after 30 seconds, has already questioned the engagement factor of  Facebook videos. “How many of Facebook’s video views are engaged views?” Ramaswamy asked in an interview with The Wall Street Journal at the ad:tech conference in San Francisco.

However, Twitter has assured that it is going to charge advertisers when a video is 100% in-view on the user’s device, and has been watched for at least 3 seconds. In the near future Twitter will be working with multiple third-party verification vendors to give advertisers confidence that their Promoted Video content is reaching the right viewer with the right message. Already Twitter is in active discussions with both Nielsen and Moat to provide third-party verification of the metrics of Promoted Video campaigns.

Twitter says that Autoplay provides a better experience for users and brands. Tests have revealed that people were 2.5X more likely to prefer autoplay videos over other viewing methods and a significant 14% lift in video recall over other video formats.

For brands there has been 7x increase in completions of Promoted Videos. Trusting these tests Mountain Dew became the first brand to test Twitter’s Autoplay feature by sending out five threaded tweets each containing a GIF of the Baja Blast pouring out from the sky.

Hit the video button to enjoy the creativity explored by Mountain Dew:

More brands might join in but the bigger question would be – will this move solve Twitter’s revenue problems? With Jack Dorsey now back at the helm as CEO, Twitter investors would be hoping for the best.