What Brands Should Do to Ensure That Their Videos on Twitter Attract Attention

Twitter and Omnicom Media Group released a study on videos from brands

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Keep it short, strike quickly and do it in the morning. A study of videos from brands by Twitter and Omnicom Media Group this week arrived at those conclusions.

Twitter and OMG surveyed 127 people between the ages of 18 and 49 about 17 videos from OMG brands and three from non-OMG brands, across seven verticals, totaling 130 hours of Twitter usage and some 2 billion data points. Their findings included:

  • Shorter videos, of 15 seconds or less, were more likely to drive memory encoding than longer videos (30 seconds or more).

  • Audio did not factor in to the first three seconds of videos, but when respondents viewed entire videos, audio drove all key metrics up, with dialog having more of an impact than music.
  • Receptivity is strongest at the start of a Twitter session, with the first video to appear in respondents’ timelines generating an average 22 percent uplift in all metrics compared with subsequent videos.
  • Twitter is “most likely to elicit a feeling of personal relevance and generate detail-oriented memory encoding” in the morning.
  • Creative attributes in videos that made respondents stop and watch included an early story arc, the presence of people, topical content and text or subtitles.

  • Videos with early story arcs were 58 percent more likely to be viewed past three seconds.
  • Videos with topical content were 32 percent more likely to be viewed past three seconds and generated completion rates 11 percent higher than all videos in the study.
  • The emotional intensity viewers have with videos is 133 percent higher when those videos include people.
  • Videos with text were 11 percent more likely to be viewed, generating completion rates 28 percent higher than all videos in the study.

Readers: How do the findings by Twitter and OMG compare with your personal experiences with brand videos on Twitter?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.