Twitter has launched a publisher insights tool called “Timing Is Everything” that uses historical data to highlight when users are most often watching and engaging with video on the platform. The tool offers an aggregate look at when Twitter users are generally watching videos on the platform. It does not offer publisher-specific insights on when their own organic followers watch.

Why you should care

While the insights tool is only giving a broad overview of video-consumption on the platform, it can be of service to publishers and brands and influencers with access to Twitter’s Media Studio — helping them optimize video content by posting it when users are most likely to watch a video according to Twitter’s historical data.

“We encourage publishers to continue to post throughout the day in order to maximize reach,” wrote Twitter product manager Ellen Fitzgerald on Twitter’s media blog, “However, consider including posting during the most engaging times of the day and week as part of that strategy.”

More on the news

  • The “Timing is Everything” tool can be found within the Twitter Media Studio in the Analytics drop down menu.
  • In September, Twitter gave video content a push when it began putting livestreams atop user timelines, giving in-stream video ads prominent placement.
  • Last year, Twitter reported more than half of the $575 million it earned in ad revenue during the first quarter of 2018 was from video ads.


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