70% Indians Say Videos On Twitter Align With Their Interests: Report
A recent report by Twitter says that 70 per cent of Indians agree that Twitter is a great place to see videos that align with their interests. The report also says that the social media platform is one of the main sources for video content online for 62 per cent of Indians. It also found that the service in India is associated with informative (59 per cent), professional (54 per cent), and exclusive video content (53 per cent).
The Twitter report revealed that ‘News and Current Affairs’ attracts the most users (51 per cent) to Twitter, follower by Celebrities (43 per cent), Business/Finance (39 per cent), Educational (35 per cent) and Sports (33 per cent).
The report elucidated that 79 per cent people in India use the social media platform more when they are engaged with watching sports content elsewhere, and what they seek on Twitter is exclusive content, game highlights, interesting stats, and live coverage.
Other key findings:
The report said that top categories of live content people are engaging with are News events (43 per cent), Product launches (39 per cent), Red Carpet events/Award shows (37 per cent), Festivals (36 per cent), and Sports events (33 per cent).
“This report on consumer video consumption behaviour is a window into what people are seeking and how brands can lean into it. Video is growing and is fast becoming a central piece of what's happening on Twitter. The possibilities for our favourite moving medium are endless and we are seeing more and more brands tap into the power of click ‘play’ to engage with the most leaned-in audience, connect to what's happening, and be a part of today's visually-driven digital world”, said Preetha Athrey, Director, Global Business Marketing, Twitter APAC.
Engaging Positively With Video Ads
Twitter’s report reveals that 64 per cent of its audience in India enjoys watching video ads to see what brands have to offer.
This, and people’s overall inclination towards video, presents a concrete opportunity and space for brands to optimise the format when engaging audiences with ads - 57 per cent of people on twitter in India prefer watching video ads on the service than on other platforms and 67 per cent feel that video ads on Twitter are less disruptive to their browsing experience than on other platforms.
