Conviva Integrates Twitter Media Studio Data for Robust Video Measurement

By Nick Cicero

January 28, 2021

Over the past year, we have seen a significant shift on Twitter from just 280 characters of text and photos to premium video becoming a force in telling powerful stories. We’ve seen customers use video to document a global pandemic, inform the truth about US elections, give a voice to social justice and racial equality movements, and build lasting engagement with sports fans who were forced to watch their favorite sports on the couch instead of in the stadium.

With the growth of new (and more extended) video strategies by brands, publishers, and media companies comes the need for more robust engagement metrics to analyze the performance of video streams. That’s why today, we’re excited to announce the addition of Twitter Media Studio analytics to Conviva’s social analytics. Instead of just focusing on the number of “video views/plays” a video receives, users can see which videos drove longer average watch times or more excellent completion rates for improving video engagement.

“We appreciate Conviva’s continued partnership and updates such as Conviva’s Twitter Video analytics help create smart solutions for our business needs across both our NHL and AHL properties. Conviva helps align and inform our internal and external stakeholders while providing assistance in guiding our social strategies and goal of achieving a comprehensive data-driven decision-making process.”

 – Kris Knief, Director of Business Intelligence, Black Knight Sports & Entertainment

What is Twitter Media Studio?

Twitter’s Media Studio is a platform for managing and improving the videos and other assets you tweet to your Twitter followers. This is done to ensure you get the best results out of them. Twitter Media Studio is designed for people who advertise on Twitter. They automatically have a Twitter ads account. Therefore, to access Media Studio Twitter, you need to be in the Amplify Publisher Program. Only members of this program receive an invitation to Media Studio. Twitter Media Studio is a platform that will edit, analyze and also help monetize your videos.

If you’re not promoting your video content on Twitter yet, the following are a few reasons to convince you why you should:

  • 82% of users watch video content on Twitter,
  • Native video drives a more significant engagement rate than videos shared from other sources,
  • 67% of users said that they did not find video ads intrusive.

How can Twitter Media Studio improve your video marketing?

Create an eye-catching thumbnail

Once you’ve completed uploading your video to the Twitter media studio, it’s time to edit. This is where you design your video outlook in your tweet. Setting the thumbnail enables you to choose an attention-grabbing image. The catchier the image, the more likely your followers will notice it as they scroll through their Twitter feeds.

A few suggestions when selecting a thumbnail. To make your image stand out, use contrasting colors and layer sharp images over a blurred background. Also, add a small amount of text, not too much but just enough to convey the value your video content offers. Make sure the text doesn’t dominate the image. 

Caption the Twitter Video with an SRT file  

The majority of people don’t use sound with social media. That’s why adding captions to your videos can keep viewers interested in your video content. By using captions, viewers can still follow what you’re saying by reading the captions.  

Use a Video Call-to-Action button to Drive traffic to your website

Increase user engagement by adding a call-to-action button that people can click while watching a video. This is an extremely useful approach for driving traffic to your website. While people are watching the video, they can click the button, and it will take them to whatever web page you choose. 

What does Twitter Media Studio analytics offer?

With this new offering, users have increased visibility with in-depth data about how their videos perform on Twitter, including critical metrics such as:

  • Video Completion %
  • Average Watch Time
  • Video Quartile Retention
  • Promoted Twitter Videos Data

Our integration with Twitter Media Studio allows us to see the total views across a video asset shared by multiple tweets. Previously, tracking Twitter analytics on a video tweet only showed us the views from our client’s brand’s tweet. Our video analytics also allows us to track our client’s videos that others have incorporated in different tweets. Which is one of the new engagement metrics we were never previously able to calculate. It gives Conviva Social Insights more robust Twitter video analytics providing our clients with more incredible statistics about their tweets as they travel through the twitter-verse. 

These new additions build on Conviva’s existing Twitter video analytics. We’ve received tremendous positive feedback from partners about how we’re helping their business save time, create more engaging content, and drive revenue by using the most comprehensive Twitter data for owned content in a single platform.

For more information on how you can increase the monetization of your brand through Twitter Media Studio, contact Conviva here.