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Twitter is doubling down on video content, introducing a new dedicated video section to its app and extending its video length from 30 to 140 seconds. Vine‘s iconic six-second video loops will also be extended to 140 seconds and the company will start paying influential Viners in an attempt to draw content creators back to the platform.

Twitter is apparently not going to be running ads in its video stream at launch – unlike Facebook – but that may very well appear in future. If it does, that means even more income for creators. As of now, both Twitter and Vine will split revenue from ads 70/30, with content creators receiving the lion’s share.

Twitter has also announced a new analytics app called Engage to allow creators to track their videos’ performance. The changes to video duration will appear on Twitter today and initially only to a select group of influential Viners. The Engage app will be out in the very near future and the dedicated news feed in Twitter is “coming soon”.

Do you think Twitter will succeed as a destination for video? Or do YouTube, Facebook and Snapchat have too strong a lead?

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