Twitter has launched its new video product for mobile, which allows all users to capture, edit and share videos from the official Twitter apps.
Videos of up to 30 seconds in length can be recorded and shared, and Twitter for iOS users can upload videos from their camera roll as well (this feature is coming to Android soon).
While not yet confirmed, Twitter Video is expected to include autoplay functionality.
Built-in video has been huge for Facebook – video views on the platform now exceed one billion clips per day, which rivals (and in some cases, beats) YouTube. Twitter will be hoping for a similar high level of impact with its video product.
But crucially, video ads on Twitter are comparatively very inexpensive compared to other social platforms – about two cents per view compared to upwards of one dollar elsewhere. Hence, autoplaying video ads could be very attractive for brands and are expected to be lucrative for Twitter.
Product director Jinen Kamdar writes about what to expect on the official Twitter blog.
We designed our camera to be simple to use so you can capture and share life’s most interesting moments as they happen. In just a few taps you can add a video to unfolding conversations, share your perspective of a live event, and show your everyday moments instantly, without ever having to leave the app. Viewing and playing videos is just as simple: videos are previewed with a thumbnail and you can play them with just one tap.
Here’s a look at the video camera in action in the wild, courtesy of Neil Patrick Harris.
— Neil Patrick Harris (@ActuallyNPH) January 27, 2015