How to access Twitter Media Studio Data:
Navigate to your Twitter Dashboard for the account you want to view
Select “Videos” from the new drop down next to the date filter.
Additional Notes:
Video data may be delayed up to 48 hours after publishing due to the way Twitter reports data
- We recommend adopting a video titling strategy on Twitter for better identification of your videos.
- Clicking “view” will bring you to the top tweet containing this video
Use Cases:
Here are just a few of the ways you can use these new metrics:
Better understand the consumption of your videos by comparing average watch times or minutes consumed
Discover which videos are viewed more or less with completion %
View the performance of paid vs. organic video views
Add Twitter videos to campaigns
Metrics Provided:
Date – The date the video was published
Video Id – the ID of the video published
Title – The Title of the video
Total Video Views – the total number of video views across all tweets containing the video (2 second view length)
Organic Video Views – the total number of video views consumed in an organic manner Promoted Video Views – the total number of video views from ads or promoted tweets Total Completion Rate – The percentage of the time video is finished when started
Organic Completion Rate - The percentage of the time video is finished when started in organic context
Promoted Completion Rate - The percentage of the time video is finished when started in promoted context
Organic Playback Starts - number of times playback started
Organic Playback 25 - number of times playback started and reach 25% of video
Organic Playback 50 - number of times playback started and reach 50% of video
Organic Playback 75 - number of times playback started and reach 75% of video
Organic Playback Completes - number of time video was played completely through
Organic CTA Clicks - number of times users have clicked on the video's call to action in organic context.
Promoted Playback Starts - number of times playback started
Promoted Playback 25 - number of times playback started and reach 25% of video Promoted Playback 50 - number of times playback started and reach 50% of video Promoted Playback 75 - number of times playback started and reach 75% of video Promoted Playback Completes - number of times video was played completely through Promoted CTA Clicks - number of times users have clicked on the video's call to action in promoted context
Playback Starts - number of times playback started
Playback 25 number of times playback started and reach 25% of video
Playback 50 number of times playback started and reach 50% of video
Playback 75 - number of times playback started and reach 75% of video
Playback Completes - number of times video was played completely through
CTA Clicks - number of times users have clicked on the video's call to action in organic
Duration – the length of the video published
Organic Average Watchtime – the average duration per view in organic context Promoted Average Watchtime - the average duration per view in promoted context Average Total Watchtime - the average duration per view