Twitter has officially announced that its Twitter Blue subscribers, a total of 630,000 users, can now upload videos up to two hours in length directly within the app. This update brings a significant enhancement to the video sharing capabilities on Twitter, allowing content creators and influencers to deliver more extensive and immersive video content to their audience. Twitter Blue subscribers can enjoy this new feature on both the twitter.com platform and the Twitter for iOS app, with Android users having a slightly shorter maximum upload duration of 10 minutes.
It’s worth noting the difference in upload capacity between Twitter Blue subscribers and free users. Non-subscribers are limited to videos up to 140 seconds long, which is just over two minutes. However, Twitter Blue subscribers now have the privilege of uploading videos of considerable length, equivalent to that of a full-length movie. This discrepancy in upload duration is an enticing factor for users who opt for the Twitter Blue subscription, which costs $8 per month.
Despite the introduction of hour-long video uploads to the Twitter Blue package in December, the adoption rate among Twitter users has been relatively low, with only approximately 0.3% of users opting for the subscription. However, Twitter doesn’t necessarily need a large percentage of active users to subscribe in order to benefit from this feature. Since the majority of Twitter users never post any content themselves, even a small increase in the number of active subscribers who utilize the longer video upload capability can significantly contribute to the platform’s growth.
With the recent appointment of Linda Yaccarino, a former executive at NBCU, as Twitter’s new CEO, it appears that the platform is aiming to place a greater emphasis on video content. This move aligns with Twitter Chief Elon Musk’s long-standing vision of competing with YouTube for video talent. Yaccarino’s extensive experience in building a subscription-based television service, Peacock, positions her well to help Twitter drive its video content strategy forward. The introduction of exclusive video content additions, such as Tucker Carlson’s Twitter show, could mark the beginning of a series of new video offerings on the platform.
However, the road to establishing Twitter as a significant player in the video content landscape is not without its challenges. Encouraging creators to post exclusive content on the platform requires compelling incentives, which have yet to materialize fully. Nevertheless, if Twitter can develop a revenue-sharing program, as Musk has previously suggested, it could create a more appealing environment for content creators, attracting more viewers to the app and opening up additional advertising opportunities.
While building a larger video audience is important, Twitter also faces the challenge of addressing concerns around its content moderation policies and user behavior. Under Musk’s leadership, Twitter has experienced the departure of around 50% of its top advertisers due to apprehensions regarding the platform’s approach to free speech and its tolerance for offensive content. Advertisers are reluctant to associate their brands with offensive material, and Twitter’s allowance of Community Notes, where users can dispute the claims made in ads, has further contributed to the loss of prominent advertisers.
Despite these hurdles, the potential for Twitter to attract advertisers remains strong if it can demonstrate significant audience reach. Advertisers are often willing to overlook perceived risks if the platform offers a large and engaged user base. Yaccarino’s expertise in the video industry positions her well to guide Twitter in the direction of video-centric content, which could prove pivotal to the platform’s success.
In conclusion, Twitter’s introduction of longer video uploads through its Twitter Blue subscription service represents a significant step towards expanding its video capabilities. This feature allows content creators to engage their audience with more extensive and immersive video content. While challenges related to content moderation and advertiser concerns persist, the appointment of Linda Yaccarino as CEO signals Twitter’s commitment to leveraging video as a key component of its future strategy. By focusing on video
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