In a bid to increase ad revenue, Twitter said users can expect to see more video promotions on their feeds.
"The overall goal is to bring more video into our users' timelines to create a richer and more engaging Twitter," the company said in a release.
Twitter began testing one-tap videos on users' timelines earlier this year, and reported that tweets containing "native" Twitter video got better engagement and more views.
The company pointed to a tweet from March on the
The thinking has been that users will be more willing to view video that can be seen right on Twitter, rather than clips that require clicking off to a third-party site. The move by Twitter comes as Instagram and Facebook, its parent company, also focus on making their sites more friendly to video advertising.
"Video is an incredible storytelling medium," Twitter said in its statement.
For now, companies will be able to pay per view, only getting charged when users start playing their promoted videos.