Twitter reveals six key trends on how video will continue to transform the internet in 2016

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Screen Shot 2016-01-11 at 9.13.33 am.jpgOnline video is revolutionising the way brands in Australia interact with customers and drive business results. 2015 saw the emergence of exciting new ways of creating, consuming and connecting with customers through video on Twitter – and the users have responded. Video views on Twitter grew 150x last year and 2016 is going to be an exciting year for marketers and brands looking to embrace video.

Here are some examples of some of the best video content from Australian brands on Twitter in 2015.

1. Video First

Marketers have been talking about mobile-first for years. Now we should be talking about mobile video first. Engagement rates for content that features video is consistently higher than Tweets featuring text or static images. And more and more people are now coming to Twitter to discover videos to share with friends and family. Marketers should start the conversation with video and watch the engagement accelerate.

2. Be the broadcaster

We’ve talked for the last few years about being “real time” or live on social media. What we really meant is being as real-time as possible. We were still reacting. But, now with tools like Periscope, we are *truly* live. Now brands need to leverage real time, authentic content to show and tell their stories. Blackmore’s Sydney Running Festival (@OfficialBSRF) had success with a world first: using Periscope to live-stream a wheelchair marathon. Viewers were able to follow the progress of Australian Olympic wheelchair athlete, Kurt Fearnley, as he completed the entire 42 kilometre race, giving a racer’s eye view of the marathon.

Myer wanted to bring the public into the launch of its 2015 spring show – typically limited to the journalists and VIPs invited to watch the show. Myer promoted its Periscope broadcast through Promoted Tweets and more than 1000 people tuned in to watch the fashion show, live. Myer’s innovative use of Periscope has even changed how the media covers the brand.  

3. Create content instantly

From fun visual experiences to live moments you want to share, it all begins with a story you want to tell. Sometimes, multiple short clips or live streaming will tell a better story than a long video. In fact, short stories encourage viewers to watch clips multiple times which can drive greater brand results. Marketers can add a dimension of interactivity with the wide range of GIFs, Vines, Periscope broadcasts and conversational video formats to choose from. Just last week, the world tuned in to watch a 6-hour broadcast of a puddle that was partially blocking a bridge walkway in Newcastle, England. A puddle! #DrummondPuddleWatch quickly went viral, with more than 500,000 viewers tuning in and countless stories in the global media.

4. Thumb-Stopping Creative

Twitter moves at the speed of the user. Gain their attention with “thumb stopping creative.” More often than not, that is short-form video (GIFs, Vine, native, Periscope). Remember, videos on Twitter autoplay so think of how you are going to get that person’s attention without volume. Coca Cola Australia (@CocaColaAU) used Twitter’s native video to celebrate their 100 year anniversary with 10 second videos. The video message and content came to life even if you didn’t opt for audio.

5. Make views count

Fifty per cent of the video ad impressions globally are actually never seen (MOAT Analytics via eMarketer, Q4, 2014). To maximise return on video investment, brands need to dive deeper into two measures of social media platforms: content discoverability and 100% viewability standards. For example, one in four Twitter users are more likely to discover a trending video first over the average consumer. (Source: Research Now, 2015)

6. Connect when it matters

Marketers can reach their target audience more effectively with the growing treasure trove of user insights. With relevant demographics and interest attributes, brands can target and engage with specific audiences during key moments, when it matters. You can reach people in the moment, targeting them via events, keywords, demographics, interests, and even target conversations and audiences around TV shows and events – extending and optimising the efficiency of TV spots.

Video is an incredibly powerful tool for storytelling and lends itself well to innovation for both B2B and B2C brands alike. Stay on top of the video trends from the get-go, and 2016 could be your trending year.