Twitter has done a new research where it was looking for the video content which performs well in generating mental response and memory on this social media platform. The study was conducted along with the Omnicom Media Group about 127 users in Twitter were analyzed with neuroscience to look for brain activity. The following are few results that were achieved from the research. All the following results are expected to play a very important impact on video strategies in Twitter. The following are important study made by Twitter based on neurological response.
1. Twitter’s brand video- The Twitter video will extract better response rates to the memory encoding and personal relevance along with emotional intensity that gets associated with highest purchase intent. The company also revealed that they wanted to look for same kind of response for their brand video in the normal Twitter activity as the users will not be able to differentiate between the promotional video and tweet content. The videos that are able to auto play in the same timeline were able to get more memory responses when compared to the video that was viewed in full-screen which is more immersive as well as known to be more impactful among the users.
2. Spending lesser time in Twitter- The research showed that shorter videos which are about less than 15 seconds are likely to drive more memory encoding when compared to the 30 seconds video. The short video messaging can be really effective when it is done through tweet due to its real-time nature on this social media platform. This is really a very important thing to consider for the marketers who want to improve the performance of their video on Twitter. According to Twitter, memory encoding and personal relevance both had same level of result in the video.
3. Altering interests can get connected- The report also shows that the Twitter users have been easily accessible to the video while starting a new session on this social media platform. The research also supports first viewed video ad among the users that gives a top placement of video for about 24 hours. During morning hours, Twitter is expected to attract people with personal relevance looking for detailed memory encoding.
4. Video response- According to this, Twitter saw 58 percent increase in user viewing the video after three seconds. The topical content which is popular in Twitter with themed videos have been viewed more than 32 percent in the extended views. The user presence on Twitter watching videos also play a very important role as it features emotional response that increased the video view by 133% during first 3 seconds. In the videos, the subtitles also play an important role in attracting the viewers. All the data are related to neurological response which gives the research additional precedence when compared to their effect. The research also has few considerations and measures that will be used based on these individual strategy.