Twitter and Snapchat embrace video content with partnerships and ads

The platforms are turning to original shows and must-play commercials placed before user content, in an effort to increase revenue streams and to entice marketers and PR pros.

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Twitter is pulling out all the stops for video in a bid to court marketers and increase its attractiveness to users.

On Monday, the platform announced more than 30 renewed and new partnerships “across entertainment, news sports, gaming and beyond”—almost doubling the amount of video partnerships Twitter had last year.

Twitter’s vice president of revenue and content partnerships, Matthew Derella, called the company’s ability to connect live moments and video with consumer conversations its “superpower.”

Engadget reported:

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