Twitter video platform could produce creative opportunities for brands

Twitter has introduced its video platform, which allows real-time opportunities to upload content creating new opportunities for brands.

The videos will be 30 seconds long and allow users to upload, edit and share clips directly on the platform, according to the company blog. Twitter will now also allow group direct messages.

The move has been anticipated since late last year as the brand showed signs that it will create its own video service. Earlier in the year (Jan 2015) a Twitter spokesperson announced that 2015 will be a big year for video, during its Twitter4Movies event.

Declan Burke, paid social operations director for iProspect UK told Marketing Week the move will allow brands to capture video content in real-time, make use of its editing functionality and open unique and creative ways for brands to deliver video content for Twitter campaigns.

Video has played an increasingly important role for both marketers and social networks. Research from eMarketer highlights that digital video advertising in the UK reached £505m in 2014, up from £325m in 2013 and continues to grow.

Twitter’s move may be an attempt to keep up with main competitors Instagram and Facebook. Facebook is yet to report digital video revenues, but eMarketer predicts that they will see great gains as it saw significant pick-up in its video views.

Earlier this year Facebook was generating more views for ads on its video platform than Youtube, which has long been the leader in video advertising.

Laurier Nicas Alder, head of social at TMW Unlimited told Marketing Week that Twitter’s announcement of its video offering is a direct response to the popularity and growth of its social competitors.

“With editing built in, brands will be able to create slick, in-the-moment content without ever having to leave the app. It will be interesting to see which brands step up first to create exciting content, fit for the platform,” added Alder.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here