Twitter has been busy on the video front this week. The company announced on Thursday it has agreed to buy SnappyTV, which powers a popular platform for the live-clipping, editing and distribution of video across the Web.
The service is already a go-to for many of Twitter's brand and media partners via its Amplify ad program, according to Baljeet Singh, director of product management at Twitter.
Twitter plans to invest in SnappyTV as a stand-alone product, as well as further integrate the service into its own platform.
"Together, we've worked with the biggest content partners ... to inject ... video content into Twitter's real-time conversation, straight from the TV to your mobile device," Singh noted in a blog post published on Thursday.
Twitter is exploring a number of ways to increase market share and give users more reasons to stick around. The company recently toyed around the with the idea of bidding for SoundCloud--the popular Berlin-based sound-sharing community--but backed out over what were reported to be pricing concerns.
Meanwhile, Twitter split the roles of recently departed chief operating officer, Ali Rowghani. Adam Bain is in charge of revenue and partnerships while Gabriel Stricker is responsible for marketing and media, according to their latest Twitter profiles.
Rowghani, who oversaw Twitter's product development, finances and deal making, departed after clashing with CEO Dick Costolo over whether he should continue to oversee product innovation. The executive shuffle comes as Twitter posts a second consecutive quarter of lackluster growth, which is beginning to test investors' patience, according to Reuters.
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