To be successful with content, the first step is identifying your audience. “Where would they be watching, engaging with or reading this content?” Baxter asks. “Different platforms and devices lend themselves to different viewing behaviours. For one platform, short, snappy videos designed to be watched in silence are better, while others lend themselves more to in-depth, lengthier pieces that engage the viewer for several minutes.”
Tapping into the community element is another key. With sports and entertainment content on Twitter, for example, the emphasis should be on bringing the stadium or live experience into the living room.
“Live events work well on Twitter because they enhance the experience of watching that event,” Baxter says. “You're sharing in the moment as it unfolds and it is unique to the platform. People see something individually, but can participate in the conversation around what they have seen.”
According to Baxter, consumers are wise to fact that a value exchange is happening and appreciate it. But there has to be a payoff for the brand as well. All too often, brands go into a content space they haven’t earnt the right to be in, Baxter says, lacking credibility.
Nike is an example of a brand that had the required credibility and brand clout in athletics and human endurance using that clout, Nike was able to create its own event challenge, Breaking2, featuring three of the world's elite marathon runners in their quest to run the marathon in under two hours, using Twitter to broadcast it live in its entirety.
“Nike didn’t wait for the sponsorship opportunity to present itself, they created their own event and broadcast it to the world,” Baxter says. “They had the credibility, the talent and the audience. By broadcasting on Twitter, the audience was able to participate in the conversation around whether the athletes would achieve their goal. The sense of community Nike built through the event ensured viewers felt as though they were part of history unfolding, as it happened. That viewing experience is unique to Twitter.”
It’s not just big brands that can harness the opportunity. “Do what you are good at. It’s simple to do but it’s often missed by brands rushing to just make content,” Baxter says.
An Australian brand with the credibility to broadcast fashion content is Myer. The department store became the first brand locally, and first department store globally, to use the Twitter platform to broadcast 360-degree live video of its annual Myer Fashion Launch for Autumn 2017.
Before and during the event, Myer used Promoted Tweets to notify Twitter users interested in fashion generally, as well as existing followers of @Myer and Australian fashion brands. When the show began, viewers got a front row seat through Periscope 360.
The result was more than 210,000 views, a 73 per cent return rate for viewing, and a promoted trend engagement rate two times the Australian average.