Mobile increasingly important for Twitter videos

Posted on May 14, 2015


A recent report has found that around 90% of the views that videos get on microblogging site Twitter are occurring on smartphones and tablets.

After commissioning Research Now to carry out the study, Twitter released an infographic that was designed to show how its news feeds were helping to facilitate the discovery of new content for its users.

In fact, while only 11% took to the search bar to find specific visual content, as opposed to 63% on YouTube, it was found that about 70% of the videos that twitterers watch were discovered in their normal feed. This could prove useful for companies trying to increase brand awareness.

With such a high percentage of multimedia content being discovered on news feeds, especially on mobile devices, it was also stated that the videos can likewise help to drive engagement between businesses and customers.

Twitter claimed that native video on its service led to much more interaction than multimedia content posted through a third-party app. Its research showed that videos uploaded straight to its news feeds garnered two and half times as many replies, as well as almost three times as many retweets. Such visual posts also received just under two times as many favourites as third-party content.

Breaking down the types of videos being watched, it was discovered that around half of the twitterers liked to view segments from television programmes and sporting events. Meanwhile, 64% took to the microblogging site to see clips of the news.

When he’s not editing web copy and news articles at work, Web Content Editor Tom sates his love for the written word by losing himself in a good book.
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