Twitter is rolling out a new feature called “expanded Tweets” which displays additional content from a shared link when you expand the tweet. For example, a @breakingnews tweet with a NYTimes.com link will include a thumbnail and short description when expanded. But for several TV partners, they’ve included embedded video players, as well. Here’s a BET video player:
Lifetime, TMZ and WWE are also among the TV launch partners. In an email to Twitter Media partners, Twitter explains the benefits for television:
From a media perspective, this feature will help to bring your viewers closer to their favorite shows and talent. For example, your fans can see a Tweet and view a sneak peek of a powerful moment in an upcoming episode or exclusive behind the scenes footage. Using this feature, you can create a new distribution channel to help reinforce tune-in. And remember, these Tweets can be pinned to the top of your profile page to increase awareness.
Expanded Tweets are rolling out today on Twitter.com, with the iPhone and Android apps coming soon. This is one more way that Twitter is becoming more like a media destination, beefing up its relationships with TV and strengthening its second screen experience.
Media companies that would like to participate can visit here to sign up.