Twitter Launches Mobile App for Video Creators
June 21 2016 - 9:40AM
Dow Jones News
Twitter unveiled a new mobile application Tuesday designed to
help video creators increase their audiences on the social network
and make money in the process.
The stand-alone app for Apple iOS devices, called Twitter
Engage, will enable creators to post videos to Twitter of up to 140
seconds in length. It will also give users live information about
how their tweets are performing, and provide them with tools to
help them identify mentions from "influential" users, among other
things.
Videos posted through Engage may include pre-roll video
advertising, sold to marketers through Twitter's automated ad
systems, provided the creator is enrolled in Twitter's Amplify Open
ad program. Around 120 content partners are currently enrolled in
Amplify Open, including some individual content creators, but the
company said it expects that number to grow.
"Video is becoming increasingly central to the real-time
conversations happening on Twitter," said Twitter CEO and
co-founder Jack Dorsey, in a statement. "We're investing heavily in
videos and creators. We want to be the best place for creators and
influencers to build an audience and make it easier for creators to
make money on Twitter, and soon, Vine."
Video is now a focus for Twitter, as it is for rivals Facebook,
Snapchat, Instagram, Google and others. The companies are
increasingly competing to attract video content to their respective
services, and Twitter's Engage app is designed to help its
cause.
Video tweets have increased over 50% since the beginning of
2016, the company said, and the new video updates are designed to
make it easier and more profitable for creators to make videos and
for fans to discover and share them.
Starting Tuesday, all Twitter users will have the ability to
post videos of up to 140 seconds in length on Twitter, up from the
previous limit of 30 seconds. A select group of Vine creators will
also begin testing longer videos on Vine.
Twitter said it is also "exploring monetization opportunities"
to help creators make money on Vine. This could involve selling
video advertising through its Twitter Amplify Open automated ad
marketplace.
Some video creators have recently aired frustrations with Vine,
saying they felt the app wasn't supportive of their work and hasn't
implemented a sustainable advertising model. The new updates and
the Engage app might help assuage Vine users' concerns, or at least
push them to post their content to Twitter instead.
Write to Jack Marshall at Jack.Marshall@wsj.com
(END) Dow Jones Newswires
June 21, 2016 09:25 ET (13:25 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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