As far as social networks are concerned, the most contested digital battle at the moment may be the land grab over mobile video. And while Facebook and YouTube are arguably better positioned because they’re bigger, Twitter is scrambling not to be left behind.
Twitter has been developing relationships with short-form video creators, hoping to persuade them to make exclusive, original videos for the social network. To that end, the company gave some of the top talent at the large YouTube multichannel networks pre-release access to a video recording tool it recently unveiled to the public. The tool lets users shoot and edit 30-second clips that can be uploaded and attached to Tweets.