Twitter is a uniquely challenging environment on which to do video marketing. The limited amount of information permitted by the Twitter format drives the need to pack a lot of information into a short but coherent message meant to engage a target audience. As such, the appeal of the video must be immediate, forceful, and relevant. Otherwise, it will simply be lost in the mix with the potential customer simply moving on to the next tweet never learning who the sponsor of the video was and certainly not watched again.
Whatever expectation the sponsor had from the customer who watched the video, that expectation will not be met. For those reasons, some very sound strategic thinking and creative energy must go into doing video marketing on Twitter. Your six seconds of glory can either go viral or just be six seconds that will live in infamy, your Pearl Harbor of doom.