The new feature is great news for the business. Using video tweets, you can tell your story to your audience and increase the engagement of followers. In addition, the video on the Twitter feed lingers longer than text and graphic tweets, so your video content will get more coverage.

So far, not all devices have received the update, but only applications for the iPhone, but soon, as the developers promise, this feature will appear on both the Android platform and the Twitter web client. In the meantime, the innovation has not received mass distribution, let's look at the benefits and possible ways to integrate video content on Twitter:

You can record a new 30-second video on the smartphone’s built-in camera or upload a ready-made video. We have already met micro-timing on Instagram and Vine, and we can assume that it matches the preferences of users.

The functionality of Twitter is not limited only to the ability to record and download videos - you can record individual scenes and edit them using a native video editor.

So, video responses are a new perspective format of interaction with the audience. Let's now see how foreign brands use video content to engage followers in communication.

1. Reply to tweets with video
Video responses are a very simple and effective way to show your followers who is behind your brand. Personal communication is a very important element if you want to build a trusting relationship with the audience.

For example, when the UK Olympic team decided to have a Twitter Chat with users, they used video responses.
 
The participants wrote questions, and the famous athletes of the Olympic team answered them in short videos. Obviously, this format is more conducive to communication than standard text tweets.

2. Cover events in real time
Video content gives you the opportunity to participate in the event, even if you are at a geographically remote point from it. That’s why brands use Twitter videos to reach as many audiences as possible.

For example, the Tide brand invited a famous stylist during Fashion Week to record a joint video appeal.

This approach was chosen not only because the appeal was directly related to the event and affiliate brand products, but because the target audience of the brand closely monitored the event in real time.

If you have your own brand events, then you can cover events in real time and stay in touch with your audience.

3. Use custom video content
With the advent of the new feature, any Twitter user can upload their own video. This means that you can motivate your audience to create video content related to your brand. For example, to organize a contest in which participants will post thematic videos and compete for the main prize.

4. Entertain and train with video content
You can use your own promotional content. McDonalds creates and distributes or rendering videos that not only advertise their products, but also entertain the audience with fun, engaging video stories