Twitter Is Testing A New Native Video Product

Twitter Is Testing A New Native Video Product

The Twitter Video website, with limited access, appeared for a little time on Friday evening, hinting users in on some of the features Twitter Video may feature when it rolls out in the first half of 2015.

Twitter provided a few small details about its video service on a conference call. They are:

  • The video platform will support mov and mp4 files.
  • Users control what thumbnail of the video must either be PNG or JPG files.
  • There is no file-size limit on Twitter videos.
  • Videos can be up to 10 minutes long.
  • Videos can be tweeted out, but the tweets can’t be scheduled in advance.
  • No YouTube or outside videos will be allowed on the platform. All videos must be uploaded to the Twitter platform itself. Third-party advertisers are not allowed to run placements on the content either.
  • Twitter will supply some video stats for publishers: the number of video starts, quartile completion rates (25%, 50%, 75%, 100%), and how those views were acquired (organic versus promoted).
  • Videos can be removed even after they’ve been tweeted.
  •  There will be no ability to edit videos or schedule them within the player — at least in its first iteration.

“Aside from just watching video more easily on Twitter, you should be able to record, edit and share your own videos natively on Twitter too,” Kevin Weil, VP of product for Twitter, said in November. “Alongside short looping Vine videos, we think you’ll have fun sharing what’s happening in your world through native video.”

Twitter is optimistic about the product, asserting that earlier testing of a new Twitter Video Card proved that tweets containing native videos make better views and engagement. This native video solution will be made available to a select group of publishers and verified users, with the crucial goal of bringing more video content in front of Twitter users.

Formerly this week, Twitter expanded its “While you were away” recap feature to more users worldwide, in a greater attempt to boost user engagement within its Twitter for iOS app. The “While you were away” feature posts a summary of tweets you may have missed, and is the first time Twitter has brought non-chronological tweets to your timeline.