Twitter and its six-second video platform Vine will now host content up to 140-seconds long, as part of a shakeup by the social network to position itself as a go to place for influencers.
From today (21 June) people using Twitter will be able to create and share videos that are up to over two minutes-long, while a select group of Vine creators are beta testing this function on the short-form platform.
The move is Twitter’s second attempt in as many months to pare back brevity on the platform following news that it will stop counting images and links in its 140-character limit.
Vine is also said to be exploring monetisation opportunities for creators in partnership with Twitter’s Amplify Open automated ad marketplace, which could theoretically involve selling video ads.
The micrcoblogging site is also launching a standalone app for creators, dubbed ‘Twitter Engage’, to help them upload and monetise their content within Twitter’s walls.
The app will give popular video makers on the site real-time data and analytics, in a bid to stave off competition for talented creators from the likes of Snapchat, Facebook and Google who are all looking to attract creators to make content across their platforms. Other tools include curated recommendations to help creators identify “high-profile engagement opportunities” and a refined view of influential @mentions and follows.
Writing in a blog post, Jeremy Rishel, head of product development for creators said that video tweets have increased by over 50 per cent since the beginning of the year, so its not surprising that the social giant is placing greater emphasis on the medium.
“Video is becoming increasingly central to the real-time conversations happening on Twitter,” said Twitter chief executive 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.”
Vine stars like KingBach, Cameron Dallas and prankster Lele Pons have over tens of millions of fans, and like YouTubers have expanded their remit beyond the platform featuring in movies and TV shows and on other social channels like Facebook.
Back in March it was reported that an unnamed group of Vine stars had approached Twitter asking it to refine its monetisation programmes for creators.