SOCIAL NETWORK Twitter is testing a feature that will let brand advertisers embed a playable video directly into a tweet.
The feature is aimed at companies and organisations with something to promote. Twitter is launching it as a beta initially and it is called Promoted Video.
Clear in name and clear in intent, Promoted Video will, said Twitter, make content more likely to be engaged with and users more likely engaging with it.
"Tests have shown that tweets containing native Twitter video generate better engagement and more video views than before. After months of experiments and feedback from users and brands, we're excited to announce a beta test of Promoted Video on Twitter," it said.
"By using Promoted Video, it's easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content."
Twitter already smooths the passage of advertisers into your Twitter feed and offers outfits the chance to buy a promoted tweet that they can blast across the community. In its blog post it said that Promoted Video will be easy for advertisers to use and will have simple costs and pricing and usable results.
Users are expected to benefit in some way too, particularly if they like a lot of video in their Twitter timeline and definitely if they like that video to be promotional.
"In addition to the improvements we've made to the advertiser experience, we're excited to share that we've expanded the tests of our native video solution with select content publishers and verified users. The overall goal is to bring more video into our users' timelines to create a richer and more engaging Twitter," it added.
"Video is an incredible storytelling medium and we're thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and Promoted Video on Twitter."
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home