×

Twitter Adds One-Click Video Playback — Which It Claims Delivers Huge Results

One-click video feature will be tested initially with Twitter Amplify partners

Twitter just became a more attractive home for premium, short-form video content.

The social media company launched a new way for partners to present video in tweets: Now, video previews can appear in the timelines of users, who can initiate playback with a single click (or tap). For most video on Twitter, you have to click two or three times to start playback.

No big deal, you say? Twitter claims it’s huge: In tests with a few partners (which the company declined to identify), the single-click videos with the preview images delivered a threefold increase in the number of users who actually watched the video, according to a rep.

The NBA began using the in-line one-click video feature last night, posting clips from the Lakers-Spurs game in-progress to drive viewers to watch on ESPN. (Click here and here to see tweets with embedded highlights.)

SEE ALSO: Twittervision: How Video + Social Media Will Change Twitter (and Entertainment)

The idea behind the feature is to mimic the experience with Vine, Twitter’s six-second video app, which already lets you start watching a video with one click. The in-line video playback uses Twitter Cards, which lets publishers attach previews of photos, articles, apps and other content in tweets.

Currently, the in-line video playback doesn’t work on embedded tweets — it’s available only on Twitter’s website and mobile apps for iOS and Android devices and.

Twitter is describing the in-line video feature as a beta test. Initially, the company plans to test it out with the 60-plus companies participating in Twitter Amplify, its advertising and promotion program for TV and media partners. Those include ABC, CBS, Fox and NBC, ESPN, Turner Sports, Viacom, BBC America, The Weather Channel, A+E Networks, Discovery Communications and Major League Baseball. After testing with those partners, Twitter expects to expand the program to other “high-quality publishers” on an invitation-only basis, according to a rep.

SEE ALSO: Twitter Hires YouTube Exec as Head of TV and Video

Twitter offers two options for partners who want to distribute video: They can use the native Twitter Card or via third-party players like SnappyTV (which the NBA uses for its instant highlights). Twitter said it’s open to working with multiple video players to enable one-click playback.

More Digital

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

  • Google Stadia Pro to Include 1

    Google’s Stadia Game Streaming Service to Include Free Monthly Game

    Google has been busy sharing additional details about its upcoming game streaming service Stadia, clearing up some confusion in the process. Stadia’s pro subscription tier, which will cost $10 per month, won’t be a Netflix-type subscription service. However, subscribers will get free games at the rate of about a title per month. That’s according to [...]

  • Crypt-TV-Facebook

    Facebook Signs Deal With Crypt TV for Slate of Five Horror Series

    Crypt TV, the digital studio founded by Eli Roth and Jack Davis and backed by Jason Blum, expanded its deal with Facebook, inking a content partnership to create a slate of five horror and monster-themed series exclusively for Facebook Watch. For Facebook Watch, it’s one of the first deals for a full slate of content [...]

More From Our Brands

Access exclusive content