Dive Brief:
- Twitter and Vine will extend their 30 second and six second video limits, respectively, to 140 seconds, according to Marketing Land.
- Publishers and advertisers working directly with Twitter can still post videos and video ads up to ten minutes long on the social media platform.
- Twitter and Vine are also both looking into new revenue generation opportunities for video.
Dive Insight:
For marketers, the video length extension will have a direct impact on organic content marketing on Twitter and Vine, allowing for more space for messaging and storytelling. For Vine, the change represents a dramatic 23x increase in video length from its iconic six second-long videos. What remains to be seen is how Vine viewers, who have become accustomed to very quick six second videos, will react to the much longer format. The user experience will still initially have the traditional six second loop that users can click on for the longer format video.
On the revenue generation front, Vine is looking into ways its content creators can make money from video. Right now these influencers can create video for brands via Twitter’s Niche influencer network. Vine somewhat cryptically referenced Twitter’s Amplify Open pre-roll video ad program in saying it has a “path” to offer creators “future monetization options.”
Meanwhile, Twitter is rolling out a feature that is a suggested video list that marketers may be able to leverage organically. This also creates digital real estate where Twitter could possibly add an advertisement slot at some point.
The moves from Twitter, which has struggled to satisfy investors during a period of stagnant user growth, have been coming in a flurry in recent weeks, especially on the video front. Twitter last week launched a live video button and announced it will offer embeddable Periscope feeds. Twitter also announced this week it is acquiring machine learning company Magic Pony, a company with a focus on visual processing, further reaffirming its video ambitions.