It’s been coming for some time, however Twitter has right this moment 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’ll be able to nonetheless add movies as much as 140 seconds lengthy on any platform.”
So a fairly large discrepancy there – simply over 2 minutes of add capability without cost 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, on condition that Twitter added hour-long uploads into the Twitter Blue providing again in December, and to this point, solely about 0.3% of Twitter customers have signed as much as the $8 monthly bundle.
However then once more, once you additionally contemplate that 80% of Twitter customers don’t ever submit something to the app, Twitter solely must get that small proportion of lively customers to pay up and begin posting longer clips for this to be of profit, at the least to a point.
With the appointment of NBCU exec Linda Yaccarino because the new CEO of the corporate, Twitter additionally appears to be seeking to make video content material an even bigger focus, with Tucker Carlson’s new Twitter present doubtlessly 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 expertise, 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 received’t be simple, and the inducement 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 aspect 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 prime advertisers since Musk took over, as a consequence of considerations together with his strategy 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 advertisements to be topic to Neighborhood Notes, the place customers can refute the claims made in them – which Musk additionally says has misplaced Twitter a few of its huge spenders.
With this in thoughts, it might not matter if Twitter can construct its video viewers – however then once more, basically, when you’ve got massive sufficient attain, advertisers will comply with, 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 path extra of their favor, which is probably going one other key aspect of her appointment.
No matter comes subsequent, it appears clear that video will play a giant function, and longer uploads are one other piece of that puzzle, which may assist to shift consumer behaviors.