Of all branded videos on Twitter, only 31% are posted natively - but those account for 67% of total video engagement.
Making the case for native even stronger, we found that posting native videos onto Twitter instead of 3rd-party videos resulted in a 216% increase in engagement for Brands. For both Media and Entertainment, that improvement was a still-notable 58%.
How to win in the year of social video
But neither Brands nor Entertainment, Celebrity, or Media accounts posted nearly enough native videos, relative to other types. Instead, they rely on videos from platforms like YouTube, Vine, and Vimeo to engage users. Third-party videos account for 83% of all videos they post to Twitter.
More than ⅔ of all videos Brands post onto Twitter are from 3rd-party sources.
But those videos create only ⅓ of all video engagement on the network.
As Socialbakers Founder Jan Rezab said on a recent episode of "The Social Media Minute”, posters need to use native content on native platforms. It’s simple, and the best way to get value from interactions on social media.
You May Also Like
7 Steps to Creating Compelling Instagram Video…
Even though Instagram had been popular long before it was purchased by Facebook, teaming up with the biggest social media platform in the world made it a force to be reckoned with.
How to Build a Powerful Twitter Marketing…
Twitter is one of the most formidable social media platforms. Yet, many marketers are struggling with building a powerful marketing strategy that would allow them to tap into the potential of this channel.
Are you one of them?
Read on to find out how to build a powerful Twitter marketing strategy from the ground up.