What we don’t know is how the results from Twitter’s sample tests will compare with the results from the real world outside of the Twitter bubble. The statistics were produced following experimentation at Twitter HQ. Many mobile users have actually disabled autoplay, to protect themselves from excess data use charges and preserve the battery life of their smartphone. Mobile users are more likely to dislike autoplay, which is why the ComScore claim referred to earlier about Facebook overtaking YouTube only applied to YouTube. Just under one fifth, 19%, had no opinion, while 13% said they’ve never come across autoplay videos online. It found that 53% of respondents disliked autoplay videos, with just 15% expressing positive opinions on autoplay. Satista, an American survey group, asked focus groups about their views on autoplay videos on Facebook and Instagram in September 2014. Let’s start with some of those claims by Twitter, that users were 250% more likely to prefer autoplay videos. Armed with that data, marketers should rush out and fill their brand’s Twitter feed with video content, right? Well, not so fast. On the face of it, those are some very impressive figures. Brands saw a 700% increase in completions of Promoted Videos via autoplay.Users had a 14% lift in video recall, when comparing autoplay to other video formats.Users were 250% more likely to prefer autoplay videos over other viewing methods (including click-to-play and video preview thumbnails).These stats, gained through what Twitter describes as “extensive testing” were: Twitter explained the changes on their blog, revealing some impressive-looking statistics to sell the virtues of autoplay video. The new feature applies to all video, GIFs and Vines uploaded via tweet. When a user clicks on the content, it will expand to full-screen with sound. The move sees Twitter follow in the footsteps of Facebook in introducing autoplay video and like on Facebook, the videos will be muted by default.
Videos uploaded to Twitter will now automatically play as users scroll through their timelines, following a change to the microblogging platform.
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