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Twitter tells marketers that 90% of videos are viewed on mobile as it addresses long form tweet rumours

Twitter has addressed rumours about its Beyond 140 project, acknowledging plans to develop the platform in light of reports that it is to allow users to post 10,000 character updates.

The comments were made at the firm's Plan for 2016 showcase, which is aimed at advertisers and featured talks from the social network's product marketing manager Lucy O'Dwyer and business marketing manager for UK and Ireland, Lorna Brady.

During a Q&A session, an attendee appeared to confirm that an extended character count is set to land shortly, but Twitter has since told The Drum that while those presenting "acknowledged speculation" nothing was set in stone as of yet.

The exact details around the change have still to be unveiled, with longer form posts hinted at in a series of tweets by chief executive Jack Dorsey amid rumours it was to bump the character count up to 10,000.

The social network also looked to highlight the power of video on the site, revealing that on average posts containing video content are retweeted six times more than those without.

Mobile was also a hot topic. The platform said that 90 per cent of video views come from mobile, and that video growth had leapt up x150 over the past twelve months - a stat that is likely to swell in light of Twitter's recent move to integrate its streaming service Periscope into its timeline.

Earlier this week Twitter announced a string of changes to its board and appointed a former American Express executive, Leslie Berland, to the role of chief marketing officer.

Berland will take over the running of the social network's marketing department from chief financial officer Anthony Noto, who has been overseeing the remit on an interim basis since mid-2015.

She is faces the mammoth task of helping the platform grow its stagnating user base, which became a big issue in 2015.

Rebecca Stewart

Rebecca Stewart is The Drum's breaking news and social media reporter, covering how brands and media companies are using platforms like Snapchat, Facebook, Twitter and beyond.

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