Is There Particular Video Content That Works Best for Twitter?



Video drove Twitter’s top line

Twitter’s (TWTR) video library has continued to expand, with its lineup now including sports, news, live, and on-demand videos in a variety of categories. While reporting its 3Q17 results, Twitter said that strength in its video segment was one of its key revenue drivers in the quarter.

But is there a particular type of content that Twitter has identified as working the best for its video strategy? Twitter’s chief financial officer, Ned Segal, addressed this issue when he spoke at the recent UBS technology (QQQ) conference.

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Twitter favors all kinds of content

Segal explained that at Twitter, they’re not keen to try to pick sides or favor one kind of video content over another. Instead, the focus is on making all kinds of video content available on the platform. Nevertheless, Segal suggested that live videos are important in driving engagement on Twitter, simply because their live nature means that people can get more benefit out of them. The company closed 3Q17 with 330 million monthly users on its platform globally.

Twitter rivals also welcome all kinds of content

Facebook (FB), Snap (SNAP), and Alphabet’s (GOOGL) Google, Twitter’s social media rivals that are also making aggressive video pushes in pursuit of television advertising budgets, also welcome all kinds of video content on their platforms. 

However, Facebook, whose initial video strategy largely involved short clips, is now showing interest in offering a mix of short clips and long-form videos on its platform. Facebook has also talked about being focused on episodic shows that drive conversations on its platform.


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