The New Twitter ‘140’ Rule Will Apply to Videos

This week, Twitter launched an enhanced video service that enables users to post videos that are longer than ever before- up to a full-fledged 140 seconds. The social media mogul has struggled to retain the kind of growth speeds that make stock brokers happy, and has been struggling to slow its downward inertia through platform reforms.

Twitter also announced that it would be creating a new kind of platform particularly for celebrities and public figures that enables them to share their stories easier and more effectively.

twit5Sports, news, music, and other videos are the most common kinds of material to become viral on Twitter, so the company has expanded the parameters of this content.

“Video is becoming increasingly central to the real-time conversations happening on Twitter video. Tweets on Twitter have increased by over 50 percent since the beginning of 2015,” explained Jeremy Rishel, head of product development for creators and the like.

Considering the previous time limit for videos on Twitter was 30 seconds, this 140-second change is a significant increase from the status quo. Some publishers will even be able to post videos of up to 10 minutes in length using Twitter’s professional publisher tools.

Vine, a twitter-owned video sharing service, will also be expanding the time limits of its videos. Groups of creators will be able to add videos up to 140 seconds long to their Vine, making the original 6-second Vines into trailers for their longer stories.

Vine will also add a Watch More button to the lower right corner of Vines that make it easier for viewers to follow their favorite creators, and for creators to make longer form stories by stacking multiple videos back to front.

This is all part of a greater push from Vine managers and investors to find ways to monetize the service. Vine is working alongside Twitter’s Amplify Open program and Niche, which is open to all creators.

(FILES) File photo dated September 11, 2013 shows the logo of the social networking website 'Twitter' displayed on a computer screen in London. The San Francisco company Twitter announced on September 12, 2013, in a tweet, that it has submitted papers for a stock offering, the most hotly anticipated in the tech sector since Facebook's last year. "We've confidentially submitted an S-1 to the SEC for a planned IPO. This Tweet does not constitute an offer of any securities for sale," the company tweeted. Talk of an initial public offering (IPO) has circulated about Twitter for some time, and the Wall Street Journal estimated the company founded in 2006 is worth some $10 billion. Twitter has become one of the fastest-growing and most influential social media services, used widely by celebrities, journalists, politicians and others. AFP PHOTO / LEON NEAL LEON NEAL/AFP/Getty Images

“In 2016, no social network can thrive without video, which has become central to both how digital users interact with online content and also how super users and brands communicate optimally with their online audiences” explained Tim Mulligan, senior analyst at Midia Research.

The press for video platforms, more freedom of expression, and more opportunities to monetize services all represent growing pains for Twitter as it struggles to compete with other tech giants.

“The real question is, what does Twitter want to be when it grows up?” pointed out Jim McGregor, principal analyst at Tirias Research. McGregor explained to a major media source that Twitter was hoping to expand its image in an effort to compete with more dominant media websites like Instagram and Facebook, both of which have more flexibility and thus more room to grow and commercialize than Twitter at the moment.

“Does [Twitter] want to be loyal to its faithful followers?” McGregor continued. “…or become an all-in-one solution that eventually moves beyond its current limits- which it continues to test?”

According to Twitter, users will learn how to share videos in three different ways; they can record, edit or share videos using the apps Twitter for iPhone and Twitter for Android OS 4.1 and higher.

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