Beats by Dre has apparently delivered a Twitter marketing first: They’ve started using native Twitter video to offer customer service support. Beats by Dre’s customer support handle tweeted out a 30-second video with step-by-step support on how to connect wireless headphones to devices—the only large brand to offer video customer support via Twitter.

The move marks one brand’s thorough embrace of a Twitter video marketing strategy, while other brands have shown the channel uneven attention, if at all. Twitter unveiled native video tools a while ago, and autoplay in June, but brands are struggling to fully incorporate the tactic in their video marketing strategy.

That’s unfortunate, given early positive data about Twitter video. Like on Facebook, Twitter autoplay video is growing in popularity. Twitter users are 2.5 times more likely to prefer autoplay videos over other viewing methods, like click-to-play, Twitter reported. (While you can still embed YouTube videos via links, they do not play until a user taps or clicks the media.)

Autoplay videos also have a 14 percent life in video recall over other video formats, according to Twitter. That’s a promising stat for brands using Twitter’s Promoted Video campaigns. Indeed, brands saw a seven-fold lift in completion of Promoted Videos with autoplay, Twitter reported.

What Makes Autoplay Work for Brands?

Autoplay removes friction between content and user, said Twitter’s head of media, Baljeet Singh, at VidCon in Anaheim, California. “Videos that were three clicks away are now one tap away,” he said. “With the thumbnail and the player, and now with autoplay, we’ve seen a tremendous growth in video viewership.”

Celebs have jumped on the video trend (see Taylor Swift’s collection of behind-the-scenes clips from her music videos), all distributed natively on Twitter. Other brands are delivering one-way content natively: NASCAR Tweets video clips capturing race-day excitement; the International Space Station offers out-of-this-world video from space.

But brands using video in more unique and interactive ways, like Beats by Dre’s customer support videos, are fewer and farther between. Tim McGraw dedicated a song to NASA via Twitter native video; Miley Cyrus used a video clip with a green screen to tease the MTV’s VMA awards and encourage users to create their own edits. Brands have joined in the #GiveThem20 campaign, which challenges people to dedicate 20 push-ups to veterans and share the video clip. Delta accepted the challenge but tweeted the video with a YouTube clip instead of natively; as a result, users had to click to expand and play the content.

With autoplay still so new, brands may be waiting to see how users respond to video on Twitter before creating video marketing content specifically for the platform. But early data show that simply uploading videos natively—and taking advantage of the enhanced engagement that comes with it—is an easy video marketing strategy win.

For more insights on digital marketing, check out Skyword’s resource center, which includes a free three-part eBook series on original video content creation.