The cyclical nature of media means that Twitter is enjoying some time in the sun with publishers. According to multiple publishers, Twitter has delivered more video views than usual over the last two months, for some making up for the reach lost on Facebook since it made changes to the news feed.
Across its top brands, magazine publisher Bauer found that Twitter video views increased fivefold from October to December 2017. CNBC International said it has had “notable growth” in its video views in February, but the company couldn’t share specific numbers at time of writing. During the same month, lifestyle publisher Stylist saw a 500 percent increase in its Twitter video views as a result of dedicating more resources to Twitter. Men’s interest site Joe Media saw a 20 percent increase in video views over the last four months to 6.2 million. A source familiar with the matter said that over the last year, Twitter has had a “significant” increase in the number of video views on the platform compared to the previous year.
Last year, Twitter announced feature updates to improve content relevance, including mobile push notifications and “while you were away” tweets to surface highly engaging content, driving up discoverability for publisher videos. Twitter has also introduced view counts for video. Buoyed by higher views, the number of publishers and the amount they post to the platform have naturally increased.
Bauer started to focus more on Twitter halfway through last year across a number of its entertainment and lifestyle titles, including fashion title Grazia, urban radio station Kiss FM and film brand Empire. Since then, Bauer has tweaked metadata and video length in order to figure out what works, which is typically video clips between 40 and 60 seconds in length. For Empire, three-minute video clips perform just as well, according to the publisher.