Brands are shifting their focus on native videos from Facebook to Twitter. Facebook with more than 4 billion video views in a day is still a brand favourite despite its existing problems. However the recent data from Socialbakers shows that brands will soon be sharing more native video on Twitter than YouTube content. The data from the 500 largest brands on Twitter from January to July, shows a strong trend reported Marketing Land.
It’s also interesting to see how brands are using Twitter’s two other video services, Periscope and Vine. Brands posted 283 videos from Periscope and 279 from Vine.
In December 2014 brands had shown more interest on Facebook videos instead of YouTube. SocialBakers evaluated 20,000 Facebook pages belonging to brands, media outlets, celebrities and entertainment companies to report that the number of Facebook video posts exceeded the number of YouTube video posts.
In terms of engagement the present data states that brands are still generating more activity on Vine than on Periscope and the majority of video engagement is coming from Twitter native video. Interestingly Socialbakers data from earlier this year shows the maximum engagement being driven from Twitter native videos.
Videos has been the hot cake from the start of 2015. Facebook has been quite aggressive in competing with YouTube on product features and also on the PR front. While Facebook left no media space in proving how videos is growing on its network, it also launched five crucial features that strengthens the video arm of Facebook.
Recently Snapchat revealed that it is fetching 4 billion video views daily. The social media messaging app has shown strong momentum, doubling its daily video views in three months.
Twitter, on the other end struggling with user growth and finding a new CEO, has been quietly working on videos. Speaking at the recent VidCon, Baljeet Singh, Twitter’s head of TV and video, had emphasized that in the last six months Twitter’s focus on videos has become aggressive. “We’ve just seen this massive transformation,” Baljeet said, “to the point that it’s less and less common that you ask someone about video on Twitter and they say, ‘Oh, you mean Vine.’”
Baljeet also emphasized that Twitter is hoping to capture some of that youthful enthusiasm. For one thing he said, Twitter’s mobile focus means that more than 90% of video views on the network come from mobile devices. For another, he said, Twitter is a superior place for the interaction between creators and their fans.
Beginning of the year Twitter unveiled its native video, allowing Neil Patrick Harris to promote the Academy Awards, which he hosted on ABC. To promote its native video Twitter had partnered with Indian publishers, Hindustan Times is one such publisher which has used Twitter native videos to supplement its stories. Along with the 10 minute long video in India Twitter had been working with brands to promote its long format video.
Later during the year Twitter joined the lucrative video advertising market with the launch of autoplay videos on its platform. It wasn’t surprising that Twitter finally jumped onto 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.
The acquisition of Periscope, the live streaming audio and video app when it was in its beta stage, is also showing results. Periscope - with more than 10 million accounts globally - has become a current favourite of Indian brands from live interaction, product launch, news wraps, and more.
Majority of brands have invested time and effort on platforms like Twitter and Facebook. Today their interest in native videos for Facebook and Twitter is understood since they have a live community already on it.
“We have been looking into video platforms and found out that Twitter was providing much more engagement for our videos. At the same time it has also been providing better real time engagement around the videos. The results have also been encouraging with Twitter, impressions have increased beyond seven hundred thousand plus in the last three weeks,” informed Arvind Singhal, CEO, TaxiForSure in June when the brand had invested in Twitter videos, ignoring YouTube for its #MadnessForCricket campaign.
Image credit: Marketingland.com