How to incorporate video into your X content strategy

Native video

Since video content plays automatically on X, it’s an impactful way to grab audiences’ attention and attract new customers. During our tests, consumers were more likely to prefer these autoplay videos, watch them to the end, and remember them. Film something within the X app or upload existing content.

The stats team for this boutique social media marketing firm created a quick video using Adobe Express to celebrate reaching a milestone on X. The easy editor makes adding text, images, video clips, icons, and narration into an animated video as easy as adding content to slides. @Madebydbm added an awesome soundtrack to the video, but this example works because it makes sense with the sound off as well. Keep in mind your followers may not have the sound on while scrolling through content.

https://twitter.com/AdobeSpark/status/811748184867348480

Video is also a powerful tool for giving customers an inside look at your business. Set up a tripod and film your process then parse out the best, most visual parts with Adobe Express'‘ easy video editor. Add narration, text, logos, and icons for a polished video in minutes. Here the Adobe Express team showcases artist Jessica Niello who regularly lets followers inside her studio through the power of video.

The best videos for X are generally short and snappy. To stop thumbs from scrolling you need to grab attention within the first three seconds. And ideally your video teases your content well enough so viewers click through to your site or blog post. One way to stretch longer videos into a week’s (or even month’s) worth of Tweets is to cut the content into smaller “Tweet-able” moments. Adobe Express makes this super easy. Upload your existing footage to the Adobe Express video editor to easily find the key moments and add a link to the full piece in your caption so interested viewers are compelled to click through to your content.

Don’t have a complete video story to share but still want to dazzle with motion? Make your graphics move instantly with Adobe Express for iOS. With one tap you can make text on images move to catch eyes and increase share-ability. This automatically turns graphics into 4-second videos. Download the Post as a video and then upload it natively to X for effortless visual communication.

Here’s a couple examples from the Adobe Express team of animations in action:

https://twitter.com/AdobeSpark/status/816769060671262721

https://twitter.com/AdobeSpark/status/818158927087095809

Live video with Periscope

Periscope gives your audience real-time access to important moments and behind the scenes content. Give people a sneak peek of what your business is really like by creating Periscopes of industry events, special launches, or product tutorials. Don’t forget to Tweet about your upcoming Periscopes a few days in advance to create buzz.

Viewers expect real-time action from a Periscope rather than a polished performance. Be yourself, there’s no need to over rehearse or memorize a script before broadcasting on Periscope.

Makeup company @tartecosmetics used Periscope to share a product demo and answer customer questions.

https://twitter.com/tartecosmetics/status/801109155419303937

Want help getting started? Read how Rebecca Casserly (@BoopFashionista), a London-based blogger, has incorporated live video into her content strategy and built a community of 60,000 followers on Periscope.