Twitter Adds Automatic Captions to Native Videos Uploaded in Tweets
Twitter has recently announced that all native videos uploaded within tweets will have automatic captions enabled, providing more ways for users to consume video content in the app!
"All videos attached to tweets from today will have auto captions enabled. Captions will be activated for in-stream videos that are muted, on both iOS and Android, while desktop users will be able to switch them on and off as they choose," according to Andrew Hutchinson, Content and Social Media Manager.
This is excellent news for content creators on Twitter. This new capability will save a significant amount of time in simply publishing content in addition to the fact that many viewers of native videos on Twitter may glance at the videos without taking the extra step to turn on the volume. The fact that they will be able to see what is being said, will likely increase the amount of time that users will spend watching the videos and make it more likely for users to take the extra step to turn on the volume. This will contribute to an increase in time spent viewing videos on the platform and make it easier for companies to quickly draw more attention and engagement to their video content.
Twitter’s own “research showed that 43% of users said they would fully watch a video ad if it had interesting content.” My thoughts are that this will continue to increase. Twitter currently permits users to post native videos on Twitter for up to 2 minutes and 20 seconds (140 seconds total). With short-form video content continuing to increase in popularity on platforms such as Tik Tok, Snapchat and Instagram, what are some ways that your company can leverage this new technology and build your digital brand with Twitter native video, including auto captions?
Data has proven that native content posted to any platform typically has higher generic reach potential than content that is linked away from the site due to the unique algorithm that each platform uses. Social Networks are using algorithms in order to provide a better on-platform experience and boost the amount of time users spend on the platform, which increases the advertisement revenue potential on the platform. This is one of the reasons why platforms will continue to work towards improving user experience by continuing to innovate the effectiveness of their algorithms in order to keep as many ‘eyeballs’ on the platform for as long as possible.
Read more about the new auto caption feature in this Social Media Today article.
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Written by: Andrew C. Belton