To Autoplay or not to Autoplay? Twitter Mulls New Video Strategy
Our take:
Video views on Facebook have skyrocketted after Facebook embraced autoplay this year, or allowing videos to play automatically when users scroll over them. According to this Ad Week article, Twitter is debating whether to embrace the same video strategy in order to compete with Facebook (and Facebook-owned Instagram, which just surpassed Twitter’s count in monthly users) and YouTube. Twitter already has scores of partners in the TV world–in both sports and entertainment–and the video views come cheap, so the autoplay decision will not be taken lightly.
Twitter is weighing a difficult decision, one that not only could disrupt the traditional order of things at the social network but also may well be the key to keeping up with Facebook and YouTube: to hit or not to hit autoplay on video.