The 10 Twitter Video Statistics You Should Know in 2022


4 December, 2020  


The great thing about Twitter is that offers a very casual and “in the moment” approach to social media content. An approach that 145 million people use daily to check the latest news, voice their opinions, watch viral videos and memes, or exchange messages with brands they like.

For businesses and content creators, Twitter stands as a powerful communication channel that can help them create meaningful interactions with their audiences, effectively promote their products, engage prospects, and grow their online presence.

However, tweeting and using the platform as a brand builder tool are two entirely different things. So, if you want to succeed and make the most out of the site, you need to keep up with its latest trends and statistics to make informed decisions and choose the right strategies.

To help you with that, here at Yum Yum Videos, we’ll go over some of the most relevant Twitter video marketing statistics for 2022, and provide important insights into what they mean and how you can use them to plan a solid strategy!

1. People watch 2 billion videos on Twitter every day

Even though Twitter is a text-based platform, video is becoming a central piece of what’s happening on the site; so much so that video has experienced a 67% year-over-year growth (source).

So, considering this impressive twitter video marketing statistic for 2022, the social media app is turning into one of the most fertile grounds to implement effective video marketing campaigns. Especially to drive user engagement and enhance your branding efforts. (More on this in a minute).

So, how can your company leverage video content on Twitter?

Well, it’s all going to depend on your business’s needs but there are many different options, really. You can share original marketing pieces to improve brand awareness, like how-to tutorials and product videos, livestream from your offices to give your audience a special peek “behind the curtains” and humanize your brand, or even use funny GIFs in your Tweets to spice up your interactions.

Whatever your ultimate goal might be, keep in mind that incorporating different types of videos in your content mix can help you get your audience more invested in your brand, attract new followers, and build a solid presence on Twitter.

Video marketing guide for 2020

2. 32% of Twitter users cited “watching Video” as one of their primary activities on the platform

As far as user practices and preferences on the platform, it’s important to know that right after getting the news (56%) and viewing photos (42%), 32% of Twitter users cited “watching Video” as one of the primary activities they partake on, which speaks to an ongoing trend on the platform (source).

For years now, the folk behind Twitter have been progressively tweaking and improving UI design and functionality in many different areas, and not wanting to be left behind, the company has put a lot of effort into how video content behaves and is served by the platform to its users.

Now, from immediately visible video ads, to link embeds and silent autoplay, the platform makes it easier and more seamless than ever to enjoy video content as part of the traditional timeline scrolling, which makes this one of the most important Twitter video marketing statistics for 2022 you should keep in mind. Not only are the tools there, but the demand for video content on the platform is at an all-time high, opening new avenues to engage your audience!

3. Video views on Twitter have increased a whopping 62% in 2020

As far as Twitter video trends for 2022 you should keep in mind, you can’t overstate the medium’s growth in appeal over the past few years in terms of views (source). Moreover, the format also saw a 72% increase in Watch Time (more on this in a bit).

What these figures tell us is that not only has video content found a solid footing on the platform, but the demand for it continues to increase, making the whole prospect of implementing videos on your 2022 Twitter strategy that much more appealing.

This is why more and more businesses are using explainer videos like this one on Twitter to convey their message!

4. Tweets with video get 10X more engagement than those without it

Video is the best-performing type of content on every popular social platform, and Twitter is no exception (source).

To help brands capitalize on this twitter video marketing statistic for 2022, Twitter outlined how businesses can use video on the site and gave useful tips on what’s actually working for users in terms of interactions – that is, favorites, retweets, responses, and more.

For example, according to the company, when videos feature people interacting or using a product, there’s a  40% increase in the overall response. Also, having a prominent call-to-action on videos attracts 2X higher click-through rates.

All things considered, people are already responding to videos on the platform. But if you want to take one step further and skyrocket your engagement metrics, understand the type of pieces that encourage your followers to take part in your brand’s conversations.

So, make sure to monitor your Twitter Analytics panel to assess your content’s relevance on the platform, check what types of videos are resonating best with your audience, and develop strategies with those insights in mind.

5. 93% of video views on Twitter happen on mobile

We live in a digital, smartphone-dominated kind of world, so it makes sense that the preferred channel to watch videos on Twitter comes in the form of mobile devices (source).

It goes without saying, then, that you need to keep your video content mobile-friendly. Meaning that there are certain aspects – both technical and in terms of video structure – that you’ll have to account for.

For instance, Twitter has a very dynamic, fast-flowing mobile feed – People scroll quickly and only stop when something catches their attention. So, you should use strong visuals with striking branding techniques and captions. Also, you can’t forget to combine a responsive format with a mobile-friendly video player and adjust the aspect ratio.

The bottom line here is you should approach your video campaigns with mobile design top-of-mind. That way, you’ll offer a better user experience and, most importantly, ensure they perform well on the platform.

6. Time spent on viewing ads is 26% higher on Twitter than on other leading platforms

Put simply, users spend more time watching video ads on Twitter than on similar platforms (source) – definitely, one of the most relevant Twitter video marketing statistics to plan your 2022 strategy.

Now, there are two key takeaways that emerge from this: First off, high video ad exposure time is correlated with a campaign’s overall success, as there are more chances of conveying your message effectively if people watch your content. As simple as that.

Secondly, ad watch time also helps influence how people remember and feel about your brand, mainly because it impacts important brand metrics — for example, brand advocacy, familiarity, and purchase intent.

All in all, whether you promote existing Tweets, set up an App Cards campaign, or use pre-roll videos, ads on Twitter have a very good performance, mostly in terms of branding. So, spending part of your advertising budget on Twitter might be an excellent call.

7. Twitter ads with video are on average 50% cheaper in terms of cost-per-engagement

Not only is video ads watch time higher on Twitter but they also tend to be more profitable (source).

This presents a big opportunity for those companies and content creators whose target audiences use Twitter as one of their social media platforms of choice. When prioritizing which social media channel you should focus your video marketing efforts on, knowing that your budget will receive more bang for your buck on Twitter can give you a noticeable edge.

That, added to the fact that the platform is considered the best alternative when it comes to brand interaction, sheds light on why more and more marketers are choosing it for their video strategies. Certainly, a Twitter video trend for 2022 one should keep in mind.

8. The ideal video ad length on Twitter sits between 6 to 15 seconds

In today’s competitive and content-saturated digital landscape, it’s decisive to stand out, grab attention quickly, and clearly convey your message. If not, your content will be easily overlooked and forgotten. So, it’s not surprising that really short videos perform so well on the microblogging site (source). Even more so, to increase overall breakthrough metrics, you should convey your core message in the first 3 seconds and keep your Tweet copy under 100 characters.

As you can see with this Twitter video trend for 2022, brevity is imperative for both written and video content. So, every marketer and content creator should take that into account when developing their strategies for the platform.

In short, considering this user behavior on Twitter and how our attention spans keep shrinking, make sure to create engaging, original, and hard-hitting videos that quickly get to the point. That way, your message – therefore, your brand – will be easier to remember, and you’ll enhance your overall branding efforts.

9. Product-focused videos see a 24% increase in positive interest and 34% in click intent

In terms of your pieces’ actual content and structure, when Twitter videos start on a product, they tend to see a lot more positive engagement (source).

Naturally, this is strictly related to the fact that short-form videos rule Twitter’s dynamic world. So, the sooner you impact the viewers and provide some kind of value, the quicker they’ll feel connected to the piece.

With that in mind, this Twitter video marketing statistic for 2022 proves something very important: Twitter is an ideal environment to share product videos. For example, a demo video that exhibits your product’s unique features, a how-to to showcase how to use it, or even a short unboxing video featuring a customer unpacking the product.

The bottom line here is that people are open to watching these videos on the platform. Hence, developing this type of content can help you put your product on the map, pique your audience’s interest, and ultimately prompt them to take action. Just remember to start strong and front-load your videos with enticing product visuals!

10. Sound-off videos can drive 28% longer view time with mobile viewers

To wrap things up, let’s look into the positive impact of silent plays in video content on Twitter (source).

Evidently, mobile Twitter users prefer watching videos without sound. This goes hand-in-hand with how users usually browse with their phones – while being with other people or doing other things, and sometimes even both!

So, what does this mean for marketers and content creators?

Basically, you’ll have to optimize your video content for silent viewing. Paying special attention to certain creative elements, such as adding closed captioning or subtitles and primarily designing under the “show, don’t tell” rule – that is, rather than with a narrator or music, you should clearly convey your message through eye-catching and relevant images.

All in all, it’s always best to let the viewers decide if they want to watch your videos with sound on or sound off. So, make sure to create pieces that are compelling enough to engage your audience without sound!

Summing Up

Given its signature character limit, fast-paced environment, content’s short life span, and unique type of users, implementing a successful video campaign on Twitter can be particularly challenging.

However, based on these b2b Twitter video marketing statistics, including Twitter in your social media strategy is paramount, as it can really help your business boost brand awareness, tap into highly engaged users, build loyal relationships with customers, and make your company’s content more “edgy” and fun.

So, we recommend keeping an eye on these Twitter video stats to understand what’s actually working on the platform, especially regarding video content. Using them as a guide will help you make more informed decisions and ultimately take advantage of Twitter’s full potential!

Sources

25 Twitter Statistics All…” – Hootsuite: https://blog.hootsuite.com/twitter-statistics/

Video Advertising Best Practices” – Twitter: https://business.twitter.com/en/blog/video-advertising-best-practices.html

Twitter Provides New Stats…” – Social Media Today: https://www.socialmediatoday.com/news/twitter-provides-new-stats-and-advice-on-video-marketing/550225/

How video is reshaping…” – Twitter for Business: https://business.twitter.com/en/blog/how-video-is-reshaping-digital-advertising.html

Twitter tips, tools, and best practices” – Twitter for Business: https://business.twitter.com/en/e.html

Data-driven best practices for Twitter Video Ads” – Twitter for Business: https://business.twitter.com/en/blog/video-advertising-best-practices.html

Twitter Shares Key Video…” – Social Media Today: https://www.socialmediatoday.com/news/twitter-shares-key-video-best-practices-to-maximize-engagement/576220/

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