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.
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.