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The one-year journey of Twitter’s First View
MUMBAI: Introduced a year ago, Twitter’s video ad product First View has helped brands across a variety of verticals to quickly achieve scale with compelling video creatives.
On average, First View can increase Tweet recall by more than 141%, campaign awareness by +58%, message association +29%, brand awareness by +18% and purchase intent by +13%, Twitter said.
With an increase in content that competes for consumers’ attention, First View helps brands to break through the clutter with immersive creative ideo at the top of the Twitter timeline. Memory response is highest in the first 30 seconds of a Twitter session, and users are more likely to connect emotionally to content early on, according to Twitter research.
The first videos people see on Twitter always generate the strongest responses compared to videos and other content experienced later in the timeline.
Video is the most popular form of content today. It’s expected to stay as the fastest-growing content type on mobile and desktop through at least 2020, when it will account for more than 80% of all consumer internet traffic. Video Tweets are six times more likely to be shared than image Tweets, according to the research.
First View enables brands to reach out to audiences, own that moment and drive awareness – whether it’s launching a new product or campaign, promoting a new movie or TV show, or telling a new brand story.
It gives brands exclusive ownership of Twitter’s most valuable real estate, the top ad slot, for 24 hours. It uses the most popular form of content today—video. First View’s exclusive placement enables brands to get attention at the top of the timeline when people are at their most receptive.
From autos to film and tech markets, First View has been a part of a variety of campaigns this past year. First View enables brands to be a part of what’s happening right now in a high-impact way. Brands such as @RelianceJio have combined First View videos with Promoted Trends to deepen engagement and drive conversations. A ‘Love at First View’ moment drives positive sentiment, purchase intent, and brand and campaign awareness, Twitter’s research shows. A First View video in the Twitter timeline generates a 22% uplift on average across all brand metrics, versus videos experienced deeper in the timeline.
To celebrate First View’s first anniversary, here are some insights and best practices for leveraging Twitter’s top ad slot in brand campaign.
Video commands attention in a competitive, crowded marketplace
First View has helped brands across a variety of verticals quickly achieve scale with compelling video creative. On average, First View can increase Tweet recall by more than 141%; campaign awareness by +58%; message association, +29%; brand awareness, +18%; and purchase intent, +13%⁴.
With an increase in content that competes for consumers’ attention, First View helps brands break through with immersive creative video at the top of the Twitter timeline. Memory response is the highest in the first 30 seconds of a Twitter session, and users are more likely to connect emotionally to content early on, according to Twitter research.
It was found that the first videos people see on Twitter generate the strongest responses, compared to videos and other content experienced later in the timeline.
Video is the most popular form of content today. It is expected to be the fastest-growing content type on mobile and desktop through at least 2020, when it will account for more than 80% of all consumer internet traffic. Video tweets are six times more likely to be shared than image Tweets.
How brands are leveraging First View to own their moment
From autos to film and tech markets, First View has been a part of a variety of campaigns this past year.
Amazon (@AmazonVideoIN) leveraged First View when they launched their Amazon Prime Video service in India with their #PrimeVideoIsHere campaign. The launch on Twitter, coupled with a branded Twitter emoji, achieved a video view rate of over 40%.
Microsoft India (@MicrosoftIndia) sought a unique way to showcase co-created content for their #BeneathTheSurface series around the Surface launch in India. The brand leveraged First View to draw interest to watch a preview video of their Beneath the Surface Series by film critic Anupama Chopra (@anupamachopra). People were invited to Tweet #BeneathTheSurface to unlock the preview video. The brand achieved more than 35% in video view rate, driving awareness for the campaign.
Jio (@reliancejio) highlighted their partnership with the Filmfare Awards this year through a couple of First Views: one on the red carpet night and the other on the broadcast night. Result: with 22K likes, the associated tweet had the highest levels of engagement in the Twitter Brand Index. View Rate: 51%. The associated tweet topped the weekly Twitter Brand Index for engagement.
Hyundai India (@HyundaiIndia) launched the Tucson, its premium SUV using #BornDynamic as its brand promise. They engaged with users in a very innovative manner using the First View and promoted tweets. Users were asked to define what made them dynamic. The best responses were incorporated within the First View’s descriptor, driving a strong response in terms of engagements and views, making it a first-of-its-kind crowd-sourced campaign. The campaign delivered 386,000 views at a 43% view rate along with 68,000 engagements over 24 hours.
The State Bank of India (@TheOfficialSBI) took an innovative approach to Budget Day discussions. The bank chose a creative use of First View along with Twitter’s Trend Descriptor to provide near–real time updates around the key Budget announcements. The bank achieved over 500,000 video views at a 50.86% video view rate for its First View campaign, a part of a larger collaboration with Twitter.
Around Children’s Day, Good Knight (@GoodKnightin) leveraged First View to drive discussion on the timely topic of mosquitoes and positions them as ‘Are these the only friends you want your kids to grow up with?’ Through First View, their #ChildrensPlayday campaign featuring kids responding to the question of their best friend in a compelling and engaging video helped the brand to achieve a stunning view rate of 46% and over 440,000 views.
ABP News (@abpnewstv) underwent a major rebranding campaign and selected First View to unveil their new branding logo and TVC. The broadcaster leveraged Promoted Trend and an instant unlock card to maximise exposure for the #HarKhabarParPakad campaign, achieving 594,000 views at a video view rate of 63%.