#XFactorAU delivers its most visually immersive series yet on Twitter

For years, Twitter has been an integral way to join the real-time conversation around entertainment blockbusters like @Channel7’s #XFactorAU. With the introduction of video, GIFs, and photos on Twitter, this year’s @TheXFactor_AU has been the most immersive yet with fans able to instantly re-watch captivating moments seconds after they’ve taken place.

There’s no better example of the power of Twitter than during the #XFactorAU live shows and this year has been no exception with @Channel7 and @FMAustralia pulling out all the stops to delight viewers and fans in real time.

Video
Twitter has seen a 150x increase in video consumption in the last 12 months, so it comes as no surprise to see video front and centre of this year’s #XFactorAU Twitter strategy. Here are a few great examples.

Behind-the-scenes
Anyone can upload videos up to 30 seconds on Twitter via the mobile app or on Twitter.com. Because of this it’s never been easier to share candid behind-the-scene moments like this.

Video announcements
#XFactorAU hosts some of the biggest stars in the world so it makes sense to make those announcements even more engaging by sharing video. Here’s a great example about tonight’s highly anticipated duet between @KylieMinogue and @DanniiMinogue.

Video Q&As
Twitter is the home of real-time Q&A and you can now integrate video into this to help drive engagement from fans.

GIFs
With 80% of Twitter users consuming Tweets on mobile it makes sense to include GIFs in your content strategy, especially during live broadcast when fans are often using Twitter as their second-screen. #XFactorAU has fully embraced this by bringing every big moment to Twitter in GIF form in a matter of seconds.

Plus if you create your GIFs using @SnappyTV — a free tool for partners to create video, GIFs and images from your broadcaster — you can even make them ScratchReels (GIFs that can be scrubbed frame by frame using a finger or a mouse cursor).

Photos
Including photos in Tweets can help boost your chances of getting Retweets. #XFactorAU has recognised this, so makes their Tweets as visual as possible with multi-photo uploads of the show’s style and fashion, a candid behind-the-scenes moment before the Grand Finalists take to the stage, and photoshop fun to highlight some of the show’s biggest in-jokes.

Make sure you’re following @thexfactor_au alongside tonight’s Grand Final Live Decider on @Channel7 at 7:30pm.