Content Marketing Blog

video.twitter has bloggers tweeting up the wrong tree

Twitter, the hugely popular micro-blogging site, has created sufficient buzz around its soon-to-be-launched native video player that it’s making the news even when there’s no actual news.

An FAQs page on video.twitter prompted a number of blogs to excitedly reveal details of how the new video player will work.

Unfortunately, it has since emerged that the page relates to Twitter Amplify, an existing Twitter product that allows verified brands and media companies to promote their content beyond their followers.

A Twitter spokesman told TechnCrunch, an influential blog, that the information being reported did not relate to the native video player and that there was nothing new to announce regarding that project.

Twitter said back in November last year that it would allow users to upload and edit video within the Twitter environment.

“We brought videos, Vines and GIFs into the home timeline, and introduced features that let you post multiple photos, tag people in photos and express yourself using emojis,” Kevin Weil, Twitter’s VP of product, said in a blog post.

“But aside from just watching video more easily on Twitter, you should be able to record, edit and share your own videos natively on Twitter too. Alongside short looping Vine videos, we think you’ll have fun sharing what’s happening in your world through native video.”

The native video project is something content marketers will be watching closely, as it could create new opportunities to create targeted content for Twitter users.

Twitter hopes that its native video player will further establish the site as a publishing platform, as it once more reduces its reliance on third parties, such as YouTube.

It wants users to be able to stay within the Twitter environment as much as possible and with more and more video being tweeted every day, a native player seems like a logical next step.

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