Why Twitter amplify is becoming the first stop for fans
The video landscape is growing ever more fragmented and is changing as rapidly as consumer behaviors. People have more and more options of platforms to watch premium content, which makes reaching these audiences more complex than ever before. As viewers shift between devices, platforms, and content formats, brands are faced with the challenge to keep up and reach their audiences where they are.
In this age of audience fragmentation, Twitter can act as an agent of connection. More and more, fans are turning to Twitter for real-time highlights, recaps, and exclusive content that allows them to connect more deeply with the live TV events and shows they love, as well as with their fellow fans.
Twitter’s role as TV viewers’ “second screen” of choice is of particular interest to brands. For example, ratings typically decline during commercial breaks, but a Nielsen Custom Analytics study commissioned by Twitter in October 2021 found a 21% lift in tweets during commercial breaks across live TV sports and award shows.¹ By extending their investment to Twitter during these instances, advertisers can ensure their audience is seeing their messaging, no matter where they turn their attention.
As these behaviors continue to evolve, not only is Twitter solidifying its role as the second-screen companion to both live and on-demand TV, it is increasingly becoming the “first scroll” for viewers who may have missed the linear broadcast. Daily video views on Twitter (as defined by the Media Ratings Council, those with at least two seconds of viewing) are up 13% in Q1 2022 versus Q1 2021.² And with this increase in daily video views, Twitter has been able to develop a deeper understanding of the motivations behind video consumption, specifically around TV: 59% of people surveyed say that they watch TV highlights specifically on Twitter.³
Fans gravitate to Twitter to watch video highlights for a variety of reasons, one of them being the variety of premium content—61% of people on Twitter watch content daily because of the variety of content.⁴
New opportunities for advertisers
Twitter’s ability to extend and amplify the live TV viewing experience is key to driving incremental reach across all demographics, including capturing younger, harder-to-reach audiences: According to Nielsen’s Total Ad Ratings Meta-Analysis, commissioned by Twitter, the platform delivered a 39% average incremental reach to TV across all campaigns for ages 18-24.⁵ This is a critical metric as brands adapt strategies to reach consumers where they are spending their time: tuning into their timelines.
According to an agency investment leader, “Twitter and social video should be a part of each client’s video mix to complement reach and frequency in support of the larger linear/CTV strategy. An example is how complementary their inventory is to award show tent poles, live sports, or being around the conversation. Twitter will start to evolve as a key partner as more and more budgets weave off linear and onto OLV platforms.”
While fans may be scattered across devices and platforms to watch TV, they congregate on Twitter to talk as fan communities and watch complementary content. These communities are also very receptive to brands. Based on a Twitter Insiders survey, 64% of people on Twitter like it when brands join the conversation surrounding TV shows and 61% agree that brands partnering with TV shows makes them more relevant.⁶ According to another Twitter study, 52% of people who watch TV highlights on Twitter do so because they want to see what brands are posting about these highlights/video clips.⁷
Source: Adage
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