Twitter is highlighting some research about how Twitter users watch, discover, and engage with video, and using that to give marketers some best practices for promoted video.

According to the company, 90% of Twitter video views happen on mobile, and those exposed to branded videos have 28% higher purchase intent than “the online norm” based on Nielsen data. Twitter partnered with both Nielsen and Dentsu Aegis Network on the new research.

Here are the highlights and best practices in an infographic:

“Promoted Videos can successfully shift consumer attitudes and drive action throughout the purchase funnel,” says Twitter’s Katherine Karp. “To maximize engagement with Twitter users, focus on images of people or product value in the opening moments of video play. Promoted Videos that deliver clear story arcs and leverage the power of influencers can also improve purchase intent and increase shareability. Advertisers across verticals can borrow a page from film and TV by focusing on delivering entertainment value instead of strictly selling.”

“By focusing on these simple five creative elements, advertisers can optimize their Promoted Video campaigns for success with consumers on Twitter,” she adds.

Twitter discusses each of the best practices in more details here.

Image via Twitter