Twitter has been known over the years for being the second screen during big TV events and series and for this reason, the social network has been working closely with TV networks in order to bring exclusively curated material to our timelines.
In May 2013, Twitter, along with over a dozen broadcasters and publishers, founded Amplify, giving brands the opportunity to publish real-time, in-tweet video clips to their followers.
Also Read: Will Twitter Join the E-commerce Wave? Reports Say, Yes
Now, Twitter is making these videos even easier for followers to watch. Last Wednesday, Twitter started quietly rolling out an enhanced functionality, that enables users to see a preview of the video clips uploaded and, upon a single tap on the screen, view them in their entirety.
According to The Next Web, a Twitter spokesperson has confirmed this new development:
[quote]Twitter users may start to see a new video experience on Twitter: video previews appear right in your home timeline and you can watch the video with a single tap.[/quote]
The National Basketball Association was the first to use this new, enhanced feature by posting highlights Knicks-Pacers game while the match was still going on. NBA later expanded this functionality to other games.
Kawhi Leonard w/ the NICE baseline drive. @Spurs / @Lakers on @ESPNNBA #NBARapidReplay http://t.co/3pBjPukXNJ
— NBA (@NBA) March 20, 2014
Twitter has been everything about optimizing the ad serving experience the past few months, by developing the new ‘Promoted Accounts’ ads and by putting in beta testing a ‘Click-To-Call’ functionality. Right now, with the single-tap video playback it shows quick reflexes just in time for Facebook‘s latest Video ads.
In addition, by reducing the clicks required from three (click on tweet, click on play button, redirection to mobile site and click on play button again) to one (click on play button), it will probably see its user retention and engagement rate reach a new max.
What do you think of Twitter‘s new addition? Share your thoughts on the comments below.
Related Stories:
- Twitter Officially Bringing ‘Favorite Accounts’ Feature
- 10 Facts About Twitter You Probably Didn’t Know
- Twitter Tests Engagement Gamification
You might also like
More from Twitter
Twitter CFO: Trump Ban Is Permanent
According to Twitter's CFO, Trump will never be allowed back on its platform - even if he became president again.
Instagram, TikTok, And Twitter Team Up To Fight Username Hacking
Username hacking consists of stealing rare and coveted usernames on platforms like Instagram, and then sell them for a profit.
Twitter Acquires Newsletter Service Revue
Twitter is looking to expand into newsletters with the acquisition of Revue, a Dutch newsletter service.
Twitter Announces Birdwatch, A Community-Driven Approach To Misinformation
Twitter has announced a new community-driven way to address misinformation on its platform called Birdwatch.
Twitter Acquires Social Podcast App Breaker
Social podcast app Breaker has announced its acquisition by Twitter and the closure of its app on January 15.
Twitter Will Wipe Out All Followers From The @POTUS Account
Joe Biden will need some new followers, as Twitter announced its plans to wipe out all followers from the @POTUS …
Twitter Is Shutting Down Periscope
Another one bites the dust! Twitter announced that it's shutting down Periscope, but keeping native live video streaming in its …
Twitter Is Bringing Back Its Verification Program In January
After pausing its verification program in 2017, Twitter has now announced that it's bringing it back on January 20, 2021.