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Twitter India’s consumption of the promoted video feature has grown fivefold over the last year, reports ET. Twitter did not disclose the total number of brands or campaigns using the feature. Parminder Singh, MD for India, Southeast Asia and MENA (Middle East and North Africa), told ET that over 36% of mobile data in India consists of video, while almost 90% of all video views globally are over mobile.

Twitter claims that campaign engagement goes up by 40% through the use of promoted video, while the purchase intent of consumers increases by 44%. For ad monetisation, Twitter offers promoted tweets, accounts and trends among other options. The company plans to hire more people in its brand and marketing team.

Financials and video growth: The company reported total revenues of $569 million for the quarter ended September 30, an increase of 58% year-on-year and 320 million active users (MAUs), an increase of 11% year-on-year. Advertising revenue was at $513 million, an increase of 60% year-over-year and mobile advertising revenue was 86% of total advertising revenue. Chief financial officer Anthony Noto said that the auto play videos and GIFs feature, which was launched in June, had been the driving growth on its network.

“The volume of video consumption on Twitter has grown dramatically over the last six months, with native video views up 150X across Twitter, Periscope and Vine.” CEO Jack Dorsey said in the earnings conference call. “After introducing auto-play video, marketers saw an 84% decrease in cost-per-video views on Twitter. Additionally, our marketers saw an average 7X increase in video completions. People on Twitter are not just watching more video – they find the content compelling enough to watch videos all the way to the end,” he added.

In October, the company appointed Sonali Malaviya as its country business marketing head for India, who would report directly to Twitter international marketing director Frederique Covington.

Buy Now: In the same month, Twitter partnered with various platforms like Bigcommerce, Demandware and Shopify, to enable their customers to offer a ‘Buy Now’ option to users, directly through Twitter. It also implemented the option for new retailers and brands like Best Buy, PacSun and Adidas etc.

Self serve ad platform: In September, Twitter expanded its self service ads platform from 22 countries to over 200, allowing small and medium businesses target audiences in 15 languages. It claimed to have over 100,000 active advertisers.

Our Twitter coverage here.

Corrigendum: Updated the title to reflect consumption and not revenue of promoted video. Our apologies for the error.