Consumer Engagement With Brands’ Video on Twitter Up 300% in Q4

Prior to the election of President Donald Trump, the headlines about Twitter were mostly dire. The platform was unable to grow users and by extension advertisers. Looking at the headlines and stories today about Twitter and they’re almost always about the latest presidential tweet. People who hadn’t heard of Twitter are well aware of the platform now thanks to news about the president’s proclivity for tweeting. Talk of Twitter’s dire straits has subsided considerably in the last few months.

Interestingly, as we’ve seen in our recent editions (PRN, June 12 and 19, 2017), Twitter’s growth spurt has come from an unexpected source: Video, according to Shareablee data provided exclusively to PR News.

For B2B, B2C and nonprofits in Q4 2016 (October 1 - December 31), consumer engagement, or total actions, defined as the sum of reactions and comments on Twitter, increased 8.6% year over year. Video actions, though, jumped nearly 300% during that time period. This follows a trend where video quickly is becoming the dominant form of content across social channels.

As for nonprofits on Twitter, there was a significant lack of competition for Wikileaks in terms of consumer engagement, as the chart shows.