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:
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
More from Twitter
Twitter Launches Twitter Media, A New Home For Publishers
As part of its effort to get close to publishers, Twitter has launched Twitter Media, a website for publishers to …
Twitter Expands In-Stream Video Ads To All Advertisers In 12 Global Markets
Twitter has made its in-stream video ads product available to advertisers in the US and 11 other global markets through …
#TwitterLockout Part Two: Twitter Suspends Accounts Of Users Who Were Under 13 When They Signed Up
Not even a week has passed since GDPR came into force, and it's affecting quite a few Twitter users who …
