Twitter announced a big change to how videos are displayed on the social network. It has announced the near immediate roll out of “autoplay” functionality. The move will see enlarged videos animating in your Twitter feed as you scroll through. Autoplay videos may be just the item to reinvigorate your Twitter marketing achievements.
How will autoplay video work?
When a Twitter user scrolls through his/her Twitter timeline and sees a video, that content will begin to automatically play, albeit with muted volume. Clicking on the autoplay video will bring the user into the full-screen viewer, with sound, and continue playing. As with other tweets, users can Retweet, “favorite” or comment on the autoplay video at any point. This also applies to GIFs and Vines shared on Twitter. What does this all mean for realtors marketing on Twitter? Generally speaking, autoplay video is a fantastic addition to the network which gives agents a chance to get richer content in front of consumers, provided that agents approach it in the right way.
How should you approach autoplay video properly? Clearly the first few seconds of a video will have to be carefully crafted and appealing. It is also important to consider how your autoplay video plays without sound.
Ultimately, while Twitter users will sit back and take in advertising, it is often a stretch for them to actively click on ads to receive its content. With autoplay videos, however, this does offer a way to reach consumers who are happy to passively absorb your content.
With the habits of users on social media today, videos reign supreme. The truth is that real estate pros need to start thinking about autoplay videos on Twitter the same way they do on other platforms. Twitter asserts that Twitter users are 2.5 times more likely to prefer autoplay videos over other viewing methods, including click-to-play and video preview thumbnails.