It’s been coming for some time, however Twitter has immediately confirmed that Twitter Blue subscribers – all 650k of them – can now add movies as much as two hours lengthy within the app.
As per Twitter:
“Subscribers can add movies as much as 2 hours lengthy (1080p) on twitter.com and Twitter for iOS. Subscribers can add movies as much as 10 minutes lengthy on Android. In the event you aren’t a Twitter Blue subscriber, you possibly can nonetheless add movies as much as 140 seconds lengthy on any platform.”
So a reasonably large discrepancy there – simply over 2 minutes of add capability totally free customers, however movie-length uploads for paying subscribers.
Which might be correctly – although, evidently, that hasn’t been a lot of an enticement for Twitter Blue subscribers simply but, provided that Twitter added hour-long uploads into the Twitter Blue providing back in December, and up to now, solely about 0.3% of Twitter customers have signed as much as the $8 per 30 days bundle.
However then once more, if you additionally contemplate that 80% of Twitter users don’t ever post anything to the app, Twitter solely must get that small share of lively customers to pay up and begin posting longer clips for this to be of profit, a minimum of to some extent.
With the appointment of NBCU exec Linda Yaccarino because the new CEO of the company, Twitter additionally appears to be seeking to make video content material an even bigger focus, with Tucker Carlson’s new Twitter show probably simply the primary in a brand new sequence of unique video content material additions.
Twitter chief Elon Musk has lengthy talked about Twitter competing with YouTube for video talent, and perhaps, utilizing Yaccarino’s expertise in constructing a subscription TV service (Peacock), the corporate will now look to truly enact this, and push video content material to the forefront within the app.
Which gained’t be straightforward, and the motivation actually isn’t there as but to get creators posting unique content material to the app. But when Twitter can set up a brand new income share program – one other component that Musk has talked about – then it might be a extra viable path ahead in bringing extra viewers to the app, and constructing its advert alternatives.
Although viewers attain isn’t the factor that’s conserving advertisers away from Twitter proper now. Twitter has misplaced round 50% of its top advertisers since Musk took over, as a result of considerations along with his method to ‘free speech’, and the content material, and customers, that he’s permitting to stay lively within the app.
Advertisers don’t need their promotions showing alongside offensive materials, whereas Twitter can also be permitting adverts to be topic to Neighborhood Notes, the place customers can refute the claims made in them – which Musk additionally says has lost Twitter some of its big spenders.
With this in thoughts, it could not matter if Twitter can construct its video viewers – however then once more, basically, when you have massive sufficient attain, advertisers will observe, whatever the perceived dangers.
Yaccarino additionally has way more expertise that Elon on this entrance, and she or he may look to shift Twitter’s route extra of their favor, which is probably going one other key component of her appointment.
No matter comes subsequent, it appears clear that video will play an enormous position, and longer uploads are one other piece of that puzzle, which may assist to shift person behaviors.