Twitter's Evolving Video Strategy Opens New Opportunities for Advertisers

Nathaniel Fairchild


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Twitter’s dynamic shift towards becoming a more comprehensive entertainment platform is drawing the attention of industry insiders. The company's decision to enhance its video elements under new Twitter CEO Linda Yaccarino, who brings her extensive experience from NBC’s Peacock service, sets an intriguing stage for Twitter's future. The streaming service now flaunts over 20 million subscribers, offering a wealth of knowledge to be integrated into Twitter’s own video offering.

Indeed, Twitter is not just aiming to compete with other social media platforms, but it's also aiming to harness its 'second-screening' popularity to become a singular entertainment solution. Riding the wave set by TikTok, Twitter is transforming from being a straightforward interaction platform to a dedicated feed of entertainment. Part of this transformation includes the recent addition of new video features.

For instance, Twitter has introduced the picture-in-picture (PiP) playback feature that allows videos to continue streaming outside the app. Simultaneously, they have improved screen mirroring integration, enabling users to cast Twitter videos directly to their TV sets, enriching their video viewing experience. Additional features include more responsive playback controls and an upfront Airplay button on iOS for more straightforward video streaming.

In keeping with this trajectory, Twitter has further expanded capabilities for its Twitter Blue subscribers, allowing the upload of lengthy videos up to two hours. This move aligns with Twitter's creator monetization initiatives, encouraging more publishers to share their content directly on the app. It's clear that Twitter seeks to rival YouTube as a primary destination for entertainment content.

In conclusion, while it's true that Twitter still has ground to cover, particularly in terms of revenue generation potential compared to YouTube, the pathway is steadily taking shape. Influential publishers, including Apple, are already exploring uploading longer video content to Twitter. All these developments indicate a promising future for Twitter's video push, creating an array of opportunities for creators, advertisers, and users alike in the app.