As people go about their day—from scanning the news over breakfast to unwinding during their evening commute—they’re engaging with different types of content in different ways.
When you’re planning your video strategy—whether on Twitter or elsewhere—it is important to understand how changing states of mind influence what people are engaging with. Use these guidelines, based on a survey of the Twitter Insiders research community, to maximize the impact of your video content depending on what people are looking for.
6 a.m. – noon: Staying informed
The world moves fast. Whether it’s major news events or the latest celebrity gossip, people often look for quick, information-rich hits while they’re eating breakfast or commuting to work. They want to set the tone for the day ahead by catching up on the news and updates that they missed overnight.
People may be catching up on news, but they’re not necessarily looking for in-depth coverage. Think videos that provide headlines with enough information to get to the heart of the story, since people will be engaging while they’re doing other things. This is what ABC News did, when it used a short video to announce the winner of the Miss USA competition, focusing on the moment the winner was crowned.
Noon – 6 p.m.: Seeking distractions and quick wins
People’s days are intense, but they may be taking a few moments—during a break or while eating lunch—to chance upon an entertaining distraction. They may also be looking for a quick win, such as learning a new skill or answering a key question. Build on this possibility by offering content that’s funny, engaging, or provides a short how-to people can watch during an afternoon break.
Also, think about the things people need to know at that moment. As they’re getting ready for their evening commute, people may be planning out their dinner menu, looking for a recipe or planning a shopping list or other errand. That’s why Buzzfeed’s Tasty has succeeded by letting its audience browse for dinner ideas. These popular, quick videos provide a feeling of accomplishment, teaching how to make a new dish by seeing a recipe from beginning to end.
6 p.m. – midnight: Unwinding and engaging in personal interests
After a long day of work and other obligations, people are looking to unwind and learn about their interests. For some, that means finding something humorous or viewing engaging content that doesn’t require too much thinking.
This is lean-back time. People are often looking to be entertained (think prime-time TV) or to engage with videos that help them wind down. Looking to connect with its audience of designers and marketers, Adobe will share video and animated GIFs. This video content is visually engaging and encourages people to think about what’s possible.
In a busy feed, video stands out and can help you connect with your audience. From quirky, entertaining content to how-tos and news announcements, video should be part of your daily content strategy.