Twitter is moving fast into video, and may be challenging YouTube in the foreseeable future.

January 5, 2015 12:47 am Tags: No Comments 0

Twitter is moving fast into video, and may be challenging YouTube in the foreseeable future.


Video has proven to be one of the more attractive formats for keeping users engaged on sites for longer, and it’s also an advertising format that’s far closer to TV than regular internet content — thereby appearing more attractive to premium brand advertisers that have traditionally favored TV for the majority of their ad spend.


The move to expand Twitter’s video offerings comes at an interesting time for the company, and for the wider market for streamed video. For Twitter, the company has been pushing hard to find formats that bring both more viewers, and more premium advertisers, to its platform.


Videos will, of course, be Tweetable from the Video Player’s dashboard, but scheduling will not be possible “at this time.” With an eye to commercial partners’ use of the tool, Twitter notes that those video Tweets “can either be sent immediately to all followers, or can be hidden from your followers and used as part of a Twitter advertising campaign.”


Twitter’s move into competing with YouTube was discovered in their javascript:


The very biggest player of all in online video today is YouTube, which itself is experimenting with various formats to widen the variety of video services that it offers to users and advertisers — from GIF creation (watch out, Vine) to autoplay videos (to mimic TV viewing). By launching its own native video player, Twitter is also hoping to get a cut of that activity, too.


The decision to forbid use of YouTube videos is an interesting one, and points to how Twitter is hoping to build up its own video inventory — making ads alongside those videos far more commercially lucrative, and positioning Twitter much more as a platform in its own right.


“In order to provide the best experience for the user we require that all videos be uploaded and hosted by Twitter. The same video that was uploaded to YouTube can also be uploaded to Twitter, but you cannot reuse the YouTube URL with the Twitter video player,” Twitter notes. Similarly, those who use other video players are encourages to use Player Cards.


Without seeing the video player itself, it’s hard to say whether it will be attractive enough to lure users to it rather than simply embedding videos by way of cards. It seems like Twitter will be trying to sweeten the pot for those posting videos to use its own Video Player. Specifically, it will be offering users analytics on how those videos, tracking things like video starts and quartile completion rates (tracking whether people have watched 25%, 50%, 75% or 100% of the content).


Twitter’s plans for a built-in video player have been public for a while, but now we’re finding out more details. TechCrunch points to Daniel Raffel’s tweets, where he’s cracked open the JS file on a placeholder page to uncover a “full blown YouTube” competitor. Its features are more like Google’s video site than Twitter’s existing Vine app, with support for videos of up to 10 minutes in length, with whatever file size and video bitrate users like. The FAQ uncovered is written with an eye towards commercial partners more than regular users, but it draws a clear line in the sand — it won’t simply accept a YouTube link, requiring uploads to Twitter. Bring your 16:9 MP4 or MOV files and you can enjoy more control over how it’s presented than by using links from elsewhere is the promise — we’re just hoping that when this launches it doesn’t turn into another Instagram-style fight that causes other thumbnails to disappear.


Twitter’s video intentions were discovered buried in their javascript:



Content and Copyright

Respect Copyrights & Your Audience

As with anything you post on Twitter, it’s important to respect copyrights as well as the sensitivities of your audience. Be sure you have the rights to any content you post (including media within your video content – such as music, still images or other video clips). If any of the media content in your account could be considered disturbing, sexual, violent or otherwise surprising or upsetting to viewers, you should consider marking your account as containing sensitive content.

Marking an account as sensitive will allow viewers to be alerted with a warning message before seeing that content in their timelines.

For more information please read Twitter’s policies on these subjects:

Media Settings and Best Practices
Copyright & DMCA Policy

Receipt of DMCA Notification Regarding Your Video Content

If you receive a DMCA notification, that means that the content described in the notification has been removed, or access to the material has been restricted, in response to a DMCA notification sent to Twitter.

If you believe that the material mentioned in the DMCA notice was misidentified or removed in error, then you may want to seek a retraction or follow the counter-notice instructions below.

NOTE: Do NOT re-post material on your own, outside of this counter-notification process, as this may result in permanent account suspension. If you think that your material was removed in error, you may either contact the notifying party to request that they send a retraction of their complaint (you will have received a copy of the complaint at the time of takedown) or you may file a DMCA counter-notice.

DMCA Retraction Instructions

If another party mistakenly removed your material, the fastest route to resolving this may be to request a retraction of the complaint from the notifying party. If your material has been taken down pursuant to a DMCA notice sent to Twitter, you will have been emailed a copy of that DMCA notice at the email address associated with your account. You may contact the notifying party directly to request that they send a retraction of the complaint directly to Twitter. This may speed the restoration of your content relative to submitting a DMCA Counter-notice.

Counter-notice Instructions

To submit a counter-notice, you will need to provide us with the following information (be sure to include the section numbers):n

  1. A physical or electronic signature (typing your full name will suffice); Identification of the material that has been removed or to which access has been disabled and the location at which the material appeared before it was removed or access to it was disabled (the description from the DMCA notice will suffice);
  2. A statement under penalty of perjury that you have a good faith belief that the material was removed or disabled as a result of mistake or misidentification of the material to be removed or disabled; and
  3. Your name, address, and telephone number, and a statement that you consent to the jurisdiction of Federal District Court for the judicial district in which the address is located, or if your address is outside of the United States, for any judicial district in which Twitter may be found, and that you will accept service of process from the person who provided notification under subsection (c)(1)(C) or an agent of such person.

To submit your counter-notice, please respond to our original email notification of the removal and include the required information in the body of your reply as we discard all attachments for security reasons.

After Your Counter-notice Submission

Once we receive a valid counter-notice, we will forward a copy to the person who filed the original DMCA notice. If we do not receive notice within 10 business days that the party that submitted the original DMCA notice is seeking a court order to prevent further alleged infringement of the material at issue, we may replace or cease disabling access to the material that was removed.

Addressing Infringement

Twitter Responds to valid Digital Millennium Copyright Act (“DMCA”) takedown notices. You may submit DMCA takedown notices if you believe that your copyright protected works are being posted to Twitter or Vine without your authorization.

Prior To Submitting a DMCA Notice…

Are You the Copyright Owner or Authorized Representative?
Only the copyright owner or an authorized representative of the copyright owner may submit a valid DMCA takedown notice.

Have You Considered Fair Use?
Before submitting a DMCA takedown notice, you should also consider whether the use of the material is protected by fair use. To learn a little bit about fair use, please refer to these links: n

The DMCA Process is Serious Business.
Please be aware that submitting a DMCA takedown notice means that you are starting a legal proceeding. Under 17 U.S.C. § 512(f), you may be liable for any damages, including costs and attorneys’ fees, incurred by us or our users if you knowingly materially misrepresent that material or activity is infringing.

Where to Submit Your DMCA Notice

Please fill out this form:

Send an email to including the following information (be sure to include the section numbers):n

  1. A physical or electronic signature of the copyright owner or the person authorized to act on its behalf;
  2. A description of the copyrighted work that you claim has been infringed; please identify the original work by providing a link or other evidence or description;
  3. A detailed description of the infringing material and information reasonably sufficient to permit us to locate the material on our service;
  4. Your contact information, including your address, telephone number, and email;
  5. A statement by you that you have a good faith belief that use of the material in the manner complained of is not authorized by the copyright owner, its agent, or the law; and
  6. A statement that the information in the notification is accurate, and, under penalty of perjury, that you are authorized to act on behalf of the copyright owner.

‘}),define(“text!views/eula.html.mustache”,[],function(){return'{{=< % %>=}}nn

Twitter Video Player Terms

Your use of the Twitter Video Player is subject to the Twitter Terms of Service, Privacy Policy, and Rules. The Twitter Video Player is part of the Services offered by Twitter, Inc.

If you are or represent a content partner (“Partner”) or an advertiser, then your use of the Twitter Video Player is also subject to the following:

  • Partners: the Co-Sales Agreement entered into by and between Twitter, Inc. or its affiliates (collectively “Twitter”) and Partner.
  • Advertisers: the Master Services Agreement and applicable Program T&Cs or, if applicable, other advertising terms governing the Insertion Order for promotion of your video content.

Your use of the Twitter Video Player is also subject to the following terms:

Representations and Warranties

You represent and warrant that you have secured all necessary rights, consents, waivers and licenses to all of the content you provide in connection with the Twitter Video Player, including but not limited to all royalties, payments, and fees with respect thereto (e.g., performing rights society fees).


You will indemnify, defend, and hold harmless Twitter and each of its officers, directors, owners, shareholders, representatives, officials, employees, agents, subsidiaries, affiliates, successors and assigns from any and all claims, damages, losses, liabilities, actions, judgments, costs and expenses (including reasonable attorneys’ fees) brought by a third party arising out of or in connection with a breach or claimed breach of your representations and warranties set forth above, including but not limited to infringement or alleged infringement of any third party intellectual property right.

Restrictions on Commercial Activity

Unless you have written permission from us (such as a fully executed Co-Sales Agreement), you may not:n

  1. sell access to the Twitter Video Player; or
  2. sell advertisements, sponsorships, or promotions including, but not limited to pre-roll, post-roll, bottom third, banners, or product placements, on content you post through the Twitter Video Player.

These Terms do not prohibit you from posting your own content to promote your own business through the use of the Twitter Video Player provided that your use is in compliance with these Terms and all other applicable terms as set forth above.n

‘}),define(“text!views/faq.html.mustache”,[],function(){return'{{=< % %>=}}nn


What video formats are supported?

For video upload, we currently support “mp4” and “mov”. Videos should have an aspect ratio of 16:9 and should be encoded using the “High Profile” h.264 video codec and the AAC (Low Complexity) audio codec.

The source video bitrate should be as high as possible. We recommend a video bit rate of at least 5000k bits, and the audio bitrate should be 128k.

Frames per second should be preserved as per the original source material.

Can I specify the thumbnail that is shown to users?

Yes, you can either select a specific frame of the video to be used as the thumbnail, or you can upload your own. Updating the thumbnail can be done by clicking on the “Change” button on the Video Details page.

What image formats are supported for thumbnail upload?

For thumbnail upload, we currently support PNG and JPEG images.

Is there a video size limit?

At this time we do not have a file size limit when uploading. As such, we are encouraging partners to use the highest resolution source video, to create the most optimal user experience. However, keep in mind that the larger the source file, the longer it will take to upload and process.

Is there a video length limit?

Videos uploaded to Twitter can be up to 10 minutes long.

How do I upload a video?

Uploading a video can be done by selecting the “Upload” button on the Dashboard tab of the Video Publisher tool. For more detail, take a look at the training guide in the Help section.

Can I edit the video I’ve upload to

No, the Video Publisher tool does not currently have any video editing capabilities.

How do I Tweet a video?

Tweeting a video can be done by selecting the blue compose Tweet button on the Dashboard tab of the Video Publisher tool.

Can I schedule a Tweet?

At this time we do not support the scheduling of Tweets from the Video Publisher Tool. Tweets can either be sent immediately to all followers, or can be hidden from your followers and used as part of a Twitter advertising campaign.

Can I edit the Title and Description that users see in my Tweet?

Yes, the title and description can be edited on the Compose Tweet page. These fields are optional and can be left blank if necessary.

Can I use a YouTube video?

In order to provide the best experience for the user we require that all videos be uploaded and hosted by Twitter. The same video that was uploaded to YouTube can also be uploaded to Twitter, but you cannot reuse the YouTube URL with the Twitter video player.

Can I use my own video player?

The Twitter Video Card and Publisher Tool require the use of the Twitter video player. For users that want to leverage their own video player, we recommend using Player Cards.

Can I include advertising on my video?

At this time, we do not allow non-Amplify partners to include advertising in their videos. If you’re a brand or content producer looking to form a Twitter Amplify partnership, contact us at

What analytics are tracked?

On the Analytics tab of the Video Publisher UI we display the following metrics for each video:

  • Video starts
  • Video quartile completion rates (25%, 50%, 75%, 100%)
  • These can be viewed as overall counts or broken down between Promoted vs. Organic traffic.

What platforms is the Video Card support on?

Currently the Twitter Video Card is supported on, Twitter for iOS, and Twitter for Android.

Can I use third party analytics services?

We do not support 3rd party analytics integrations when using the Video Publisher Tool.

Why have I been logged out of

The Video Publisher Tool login is tied to your Twitter browser session. If you login to with a different user name on a separate tab, you will be automatically logged out of if that account does not have access.

Can I delete a video I’ve uploaded?

Yes, you may delete videos from the UI by clicking the X at the top right of the video within your home Dashboard.

Can I take down a video I’ve already Tweeted?

Yes, you can take down a video after it has been Tweeted. This can be done from the UI by clicking the X at the top right of the video within your home Dashboard. If you are deleting an already Tweeted video, we recommend that you also delete the Tweet from Twitter. Otherwise users will receive an error saying that the video cannot be played.

How do I report someone infringing on my copyrighted content?

To report copyright infringement, please fill out the form located here. More information on Twitter’s Copyright and DMCA policy can be found here.


/ End Twitter’s video reference in’s javascript as of 1/3/2015