- Three weeks after Twitter launched its native video feature, brands have been slow to adopt.
- Tide was—at the time of this article—the only real brand that had attempted any content with Twitter's native video feature.
- Several high profile Twitter users and celebrities have posted with the new feature including comedian Amy Schumer and entrepreneur Gary Varnerchuck, who uses it to respond to followers.
Twitter's native video feature adds a bit of convenience, but the production quality is quite low. It's not all that much harder to create a video in a different, more video-centric app and upload it to Twitter, so it's uncertain whether this feature will really take off. If more high-profile users and brands don't adopt it, then users likely won't either—though new social features and platforms can take some time to gain traction. Though if a marketer is able to use the feature in a creative way that can't already be done on say, Vine or Instagram, then Twitter's video option can still prove its worth.