Twitter announced a bunch of video-focused product updates Tuesday across both video on Twitter and Vine, which include changes to the length of videos on both platforms, a new UI for video on Twitter and a dedicated app for celebrities.
The announcements were made in time for VidCon, and one additional change should make content creators congregated in Anaheim, Calif., this week especially happy: Monetization is finally coming to Vine.
But first a bit more on those longer clips: Videos shared via Twitter can now be up to 140 seconds long. Previously, videos were restricted to a maximum length of 30 seconds. Twitter users can also now tap on a video to open it up in a new user interface that includes recommendations for other video content after the clip is over.
Longer videos are also coming to Vine, albeit in stages and with a twist: A small select group of creators will be able to share longer videos through Vine. Vines that show up in the feed will still just be six seconds long, but a few of these Vines will in the future include an option to “watch more” that will allow users to watch clips of up to 140 seconds.
Vine wants to eventually make the ability to post longer clips more widely available, and also give creators already enrolled in Twitter’s Amplify Open program the ability to make money with ads on Vine as well.
Vine creators have long asked for options to monetize their videos, and the fact that monetization hasn’t been available has led to a whole cottage industry of sponsored content and syndication. Some Viners for example make money with reposting their content through compilations on YouTube.
Twitter also announced a new app for celebrity creators Tuesday. Twitter Engage, as the app is being called, will offer up curated recommendations to make it easier to communicate with influential fans amongst thousands of @-mentions. The app will also offer advanced analytics for engagement.
Twitter isn’t the first social platform to court celebrities with a dedicated app. Facebook launched its own celebrity app dubbed Facebook Mentions two years ago.