Research commissioned by Twitter has identified some attributes of successful online videos.

Some key findings:

• A 15-second video on Twitter is as memorable as a 30-second ad on television.
• Presence/absence of sound seems not to be a factor in the effectiveness of Twitter videos.
• A video at the top of a Twitter user's feed is more effective than subsequent videos.
• Informative videos do better in the morning, entertaining ones do better in the evening.
• Things that cause Twitter users to watch and click on videos in their feed:
  • Story that immediately grabs
  • People appearing within the first 3 seconds
  • Emotional intensity
  • Relevant content
  • Text/subtitles