Twitter trailed its plans for native video last year, but yesterday they launched. “Starting today, everyone will soon be able to seamlessly capture, edit and share videos right from the Twitter app,” explained the company. 

“Videos are previewed with a thumbnail and you can play them with just one tap.” Don’t expect to be posting full music videos using the new feature though: first, because this is very much about posting videos from smartphones, and second, because their maximum length is 30 seconds. Labels wanting to debut videos natively on Twitter will continue to work through its Amplify scheme, in other words, although the new feature may suit artists posting short clips for fans as they go about their daily business. It will roll out to users over the coming weeks.

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