How brands can tap into the power of video on Twitter

When you think of Twitter’s product offering, you probably think about its flagship text-based Tweet. While that may have been true in the early days, Twitter has evolved — in more ways than one.

 

As the platform continues to go through a period of highly-documented change, what the casual observer may not realise is that Twitter has quietly become a video powerhouse, garnering over 3.5 billion video views each day.¹ This is especially relevant for Southeast Asia (SEA), which has some of the highest rates of video consumption on the platform. 

 

A 2022 Twitter survey of social media users across three key markets in the region (Indonesia, Thailand, and the Philippines) yielded revealing insights into how — and why — so many people across the region continue to use the platform every day. In an effort to help brands use Twitter to connect meaningfully with their audiences, we’re diving into a few of the top takeaways from the survey.

 

Longtime Twitter users will know that the platform is a place where anyone can find a community for their interests, no matter how niche. That’s an experience that translates naturally to video, with 7 out of 10 Twitter users in Southeast Asia saying they discover video content on Twitter that is relevant to their passions — content that’s fresh, new, or that they haven’t seen elsewhere — at an impressive rate of 68%.⁴

 

Given that Twitter users have ample opportunity to find content that appeals to them, it’s no wonder that 78% of respondents in the region said they find the experience of watching videos on Twitter enjoyable. Additionally, Twitter users in Southeast Asia continue to turn to the platform for videos because 64% think that Twitter provides a more extensive selection of video content compared to other platforms.⁵

 

Although content preferences vary from market to market, one thing is clear across Southeast Asia: Twitter is the go-to for video content that is aligned with users’ interests and passion points. From the latest updates in current affairs to the latest trends in business, finance, lifestyle, and celebrity-related content, or even viral sensations, there is something for everyone.

 

 

3. Twitter is the second screen for TV and streaming

 

The water-cooler moment isn’t dead — it’s just moved to Twitter. Twitter has long been the ideal pairing with television, and in the streaming era, it’s where viewers go for instantaneous, real-time discussion of their favourite shows (as anyone who was on Twitter after the Succession finale can attest). But don’t just take it from us — according to the survey, a whopping 87% of users in the region say their usage of Twitter increases while watching TV.⁶  People and fans of all kinds turn to Twitter as a second screen to TV, and the first scroll for highlights of TV’s biggest moments, or anything they missed on linear.

 

In the era of OTT platforms and streaming content, the pairing of Twitter and streaming is an even stronger force to be reckoned with. A staggering 90% of users in SEA report an increase in their Twitter activity whilst indulging in their favourite streaming.⁷ 

 

4. Full-screen and sound-on are the go-to viewing experience 

 

5. Twitter audiences in SEA are receptive to video advertising

 

With the positive video experience on Twitter, our audiences in Southeast Asia are very receptive to video advertising on the platform. An average of 70% of Twitter users in the region enjoy the video ad experience on Twitter, with the Philippines boasting an impressive 74%, followed by Thailand with 72% and Indonesia with 69%.¹¹

 

Crucially, this positive perception of Twitter’s video content also extends to advertisements, with 2 out of 3 survey respondents saying they find our video ads to be less intrusive compared to other platforms.¹²

 

With all of the above in mind, here are some of the ways that brands can tap into the power of video on Twitter: 

 

Online quantitative survey conducted in May 2022 amongst 1,500 users of social media platforms including Twitter in Southeast Asia (500 Philippines, 500 Thailand, 500 Indonesia).

 

Sources

 

^{[1] Twitter internal data, January 2021, global. Data reflects 2020 yearly average.}

 

^{[2-12] Video Behaviour on Twitter study, May 2022, Indonesia, Philippines & Thailand, n=1500 Twitter monthly users. Q:How often do you watch videos on each of the following social media platforms?}

 

^{[13] Twitter Internal Analysis, 141 US Nielsen Brand Effect Studies that started in 2019, Video Ads n=1,617, Respondents n=122,583.}