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In a post to the company’s business-focused blog, Twitter revealed this week that Tweets including videos generate 10-times the engagement compared to posts without video.  

Most importantly, the pot highlights the fact that you don’t need a Hollywood-sized budget or cutting-edge cameras and microphone to attract this level of engagement. You just need an average smartphone. 

“Your phone is a fully capable multimedia studio in your pocket, giving you everything you need to create compelling content on the go.”

To help get you started, the company also provided a few ideas to spark your creative side. 

GIF It Up

Using existing GIFs you’ve found around the internet can be a tempting way to connect with your audience and show your pop-culture savviness. Instead, however, Twitter recommends creating your own, original GIFs.

Creating GIFs is also easier to do than most people realize. There are countless apps available for Android devices to help you create GIFs, but iOS users have it even easier. The iPhone’s Photos app includes a built-in GIF mode which can convert any video into a GIF. 

If you need more motivation to start using GIFs more often, Twitter also says tweets with GIFs generate up to 55% more engagement than those without. 

Record Your Screen

Another feature included in most phones is the ability to record your own screen and turn it into content. 

This is especially useful for more technical how-to’s or guides, though you can also find ways to show off your online shopping process, highlight your products, or easily turn a photo slideshow into a video. 

Use Stop Motion

via GIPHY

On the note of image-based slideshows, another type of video content you can easily create with your phone is a short stop motion video. 

If you aren’t familiar with the term, stop motion is the very foundation for all animation. The process simply includes taking a series of photos and playing them quickly enough to show action or movement. 

On your phone, the process is typically as easy as taking a photo, moving your position or the object you are photographing slightly, and taking another photo. Then, repeat. .

You can use these ideas to get started making stop motion videos to share:

  • Move the camera around the object
  • Keep the camera on a tripod and move the object instead
  • Add details to the object like drawings or text
  • Take the object apart to show how the parts fit together

For more tips on creating videos, check out Twitter’s best practices for videos.

Twitter is launching a new video ad option which allows advertisers to create and run short video ads (under 15 seconds) and only be charged if the ad is viewed for at least six seconds. 

The company describes the new ad unit as a “flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”

What You Should Know

The new ads are similar to YouTube’s short bumper ads which typically run before pieces of content or as an ad-break during videos. As such, the ad is believed to be highly effective for driving high view rates.

For example, Alice Oliveira, the CSB Brazil marketing director for Dell, says “this six-second video ad solution, paired with compelling creative, increased our view rate by over 22%.”

Oliveira and Dell were one of the select few given early access to the ad bid option. 

Last Notes

  • The new video ad option began rolling out on Monday and is expected to be live by the end of the week. 
  • It is available for Promoted Video, In-Stream Video Sponsorships, and In-Stream Video Ads that are 15-seconds long or less.
  • Instagram considers a video to be viewable if at least 50% of its pixels are on-screen.

One of the biggest issues keeping many brands from promoting themselves more heavily on Twitter is the platform’s rampant trolling and abuse problems. Over the last few years, Twitter has become infamous for the rude, inappropriate, or even vulgar behavior of its users despite several attempts to address the issue.

Now, Twitter is giving users another tool to reduce the impact of trolls and other troublemakers by allowing users to hide replies to their tweets from the public.

While the feature has been rumored for months, representatives from the company have confirmed it will be rolling out the feature as a test starting in June.

As the company says in a blog post from this week:

“Starting in June, we’ll be experimenting with ways to give people more control over their conversations by giving them an option to hide replies to their Tweets.”

The tool allows you to actively moderate responses to your Tweets by individually hiding offensive or problematic responses. Users can then choose to reveal the Tweet if by selecting to show hidden replies.

Jane Manchun Wong previewed the feature, including screenshots of how it will work:

The feature doesn’t allow you to fully delete inappropriate comments like Facebook or Instagram, nor does it allow you to entirely turn off responses to your Tweets. Still, it gives brands and users more control over the toxicity in their feeds and provides healthier discussions for everyone involved.

Twitter wants to help you plan out your marketing for the year with a new, free calendar with tips and ideas for your 2019 marketing strategies.

The calendar identifies the biggest, most hotly anticipated events of the year so you can plan your marketing ahead of time.

Additionally, Twitter provides some extra motivation to tweet during these big events with an estimate of the number of Tweet impressions each event is expected to draw.

The calendar doesn’t just highlight the obvious holidays like Christmas or Valentine’s day, either. It includes niche holidays such as Talk Like a Pirate Day, major sporting events like the March Madness final game, and cultural events like Coachella.

No matter what industry you are in, you are bound to find exciting opportunities to make your mark somewhere among the major and minor events.

For example, running accessory brands may plan their marketing around some of the major marathons included on the calendar – like the Boston Marathon which is predicted to drive an estimated 73 million tweet impressions.

Meanwhile, bars or restaurants may be more interested in taking advantage of the quickly approaching National Pizza Day on February 9th and National Margarita Day on February 22th, which are estimated to inspire 34 million and 14 million tweet impressions respectively.

View and download Twitter’s 2019 Marketing Calendar here.

Yesterday Twitter revealed that it has lost approximately 9 million monthly users in its latest quarterly report.

In most cases, such a drop would be considered a huge red flag. However, the company was not only anticipating the decrease in users but sees it as a sign that the platform is improving.

Since its earliest days, Twitter has been notorious for spam and bot accounts. The huge number of inactive, fake, or malicious accounts has been so bad that Twitter users have even created nicknames for these types of accounts. The most popular sobriquet is simply calling these accounts “eggs” for the original default profile picture on Twitter.

Notably, the company removed the egg profile picture in an attempt to shake off the nickname, though the term still lingers to describe accounts that are inactive, suspicious, or spammy.

Earlier this year, Twitter launched a new initiative aimed at removing these types of bad accounts and preventing the creation of new accounts for spammy or suspicious accounts.

Based on the news that Twitter’s active monthly account number has fallen from 335 million to 326 million in the third quarter of this year, it appears the company is making significant headway in reducing the number of low-quality accounts.

As part of the initiative, Twitter says it expects to continue seeing decreases in monthly active users through the next quarter. CEO Jack Dorsey describes the move as a positive act to improve the long-term health of Twitter.

Dorsey’s perspective may not be far off, as the company has seen consistent gains in daily users and revenue. The company reported a 9% increase in daily active users year over year. Revenue is also high enough for the company to turn a profit the past quarter, marking the first full-year period the company has seen profitability.

Twitter still has significant hurdles to overcome to prevent stagnation or loss of inertia. While these types of steps are likely to increase users’ overall satisfaction with the platform, there are still widespread issues of abuse, spam, and manipulation of the like and retweet functions on the site. If Twitter really hopes to continue to grow in sustainable ways, it will eventually have to confront these complicated issues and make some hard decisions about the direction it wants to grow.

Twitter is trying to bring back the good old days when you could explore your feed chronologically.

The social platform announced it has changed how the option to “Show the best Tweets first” function, removing the “In case you missed it” and recommended Tweets from people users aren’t following.

By stripping all this away, it leaves users with a pure, reverse-chronological feed from people they are following.

“We’ve learned that when showing the best Tweets first, people find Twitter more relevant and useful. However, we’ve heard feedback from people who at times prefer to see the most recent Tweets,” reads the company’s statement. “Our goal with the timeline is to balance showing you the most recent Tweets with the best Tweets you’re likely to care about, but we don’t always get this balance right.”

Since the release of the default algorithmic feed in early 2016, many users have been relying on workarounds to access their feed in a chronological way. Unfortunately for those users, Twitter has recently been limiting the amount of access available to third-party developers, restricting the possibility for plug-ins or automated tools for accessing a chronological timeline.

That led to the past few days when things reached something of a boiling point. A trick to get the algorithmic feed from user Emma Kinema went viral with more than 15,000 retweets and almost 40,000 likes.

While Twitter says it has been working on this update for some time, the tweet helped underscore the demand for a simple way to access a chronological feed without all the “curated” content that Twitter had been including.

The change to how the “Show best Tweets first” option works is a temporary solution according to the company, which maintains that many users still prefer the algorithmic feed. In the meantime, it is working on a more accessible way to easily switch back and forth between “Tweets that are most relevant for you and a timeline of the latest Tweets.”

The company says it will launch within a few weeks.

Twitter is following Facebook and Instagram’s lead by prioritizing live streams in users’ feeds. The social network announced it would begin bumping live streams to the top of users’ timelines while the streams are active.

This means anytime someone you are following begins streaming, you will be able to see it automatically at the top of your feed.

As Twitter said in the announcement:

“We’re making it easier to find and watch live broadcasts. Now, when accounts you follow go live, the stream will appear right at the top of your timeline.

Catch breaking news, your favorite personalities, and can’t-miss sports moments. Rolling out now on iOS and Android.”

The decision to prioritize live streams in people’s feeds isn’t exactly shocking. While streams can be rewatched after the original event is over, being able to interact with streamers during the video is a big driver of engagement for streams. Once the initial stream is over, engagement with the post typically dwindles significantly.

This is why Facebook and Instagram have similarly prioritized live streams on their platforms by sending notifications to users and highlighting active streams in the primary feed.

Although Twitter has yet to clarify, it seems likely the boost applies to both video live streams and the new audio-only streams rolled out for users last week.

For years, Facebook has made it easy to integrate your other social media accounts from across the web, by allowing users to cross-post content from one platform onto Facebook. For instance, Twitter users were able to share their Tweets on Facebook without ever leaving Twitter’s platform.

That all changed last week, however, when Facebook officially deprecated its Publish actions permissions from its API, effectively making it impossible for other social networks to include built-in cross-posting.

According to Facebook, this move affects approximately 60,000 apps – including some big hitters like Twitter.

Twitter’s support team confirmed the change, though they explain there are still other ways to share Tweets across the web:

Facebook announced it would be deprecating Publish action permissions back in April, saying a few categories of apps with long product life cycles would be given extra time to update their software.

Facebook confirmed to Marketing Land’s Amy Gesenhues it had rolled out the change last week. The company also stated Facebook users could still share content using Facebook’s Share dialogs.

Essentially, this boils down to Facebook staking its territory and trying to keep users within its platform as much as possible. Unfortunately, that means users and businesses who had been using Twitter’s integration to share content on both platforms at the same time will now have to go through more tedious methods.

At the same time Facebook removed the ability to automatically publish content to the site, the company says it also removed access to its API platform for hundreds of thousands of inactive apps. Both actions are part of a recent effort from Facebook to clean up its app landscape after recent controversies of what user information apps were able to access.

Twitter has shut down numerous accounts accused of artificially increasing the popularity of their posts using a method called “tweetdecking.”

Tweetdecking gets its name from the app TweetDeck, which can schedule posts ahead of time. Conspiring accounts were working together to retweet content in order to force it to go viral.

In this case, most of the accounts removed were using the technique to steal content (including memes and jokes) to make accounts more prominent. These accounts would then use their artificial popularity to promote other accounts or products for financial profit.

This practice blatantly violates Twitter’s spam policy. It is also just the latest instance of users and brands gaming the system to increase their online presence.

Since the earliest days of Google, brands and “black hat” users worked together to rig the search engine to ensure high visibility. Usually, this took the form of buying links to artificially appear authoritative to Google’s algorithm. The search engine has since worked to eradicate the practice, but similar tricks like buying “likes” or “retweets” have since sprung up on almost every other popular social platform.

Twitter’s latest bans are the most recent crackdown in a long-running game of whack-a-mole. Still, it provides a harsh reminder that brands who try to manipulate social networks or search engines in bad faith are nearly guaranteed to be eventually penalized or banned entirely.

Tweetstorms have grown from a user-initiated trick to get past Twitter’s original 140-character limit into a legitimate feature this week, as Twitter launches a new feature to combine tweets into a longer statement.

In a blog post, the company says the ability to tie tweets into what they are calling a “thread” will be rolling out to all Twitter users “in the coming weeks.”

Since the launch of Twitter, it has been tradition for users to reply to their own tweets to expand on what they want to say. Often, these tweets and replies will be labeled with numbers to make it clear what order to read them in.

Now, Twitter is simplifying the process with a “+” button which lets them continue their thought in a thread. The process can be repeated to make threads as long as users need (up to 25 threads). People will also be able to add tweets to new threads.

Thanks to the new feature, the way tweetstorms or threads are shown in people’s feeds will also be changing. Instead of scrolling through the list of tweets in replies, users can simply click a “show this tread” label to expand the full set of tweets.

The decision to launch the thread feature now is an interesting one. The company has already expanded the maximum length of tweets to allow users to fit more in at a time. With the latest move, Twitter has made it clear that brevity is quickly falling down their list of priorities in favor of more complex conversations.